Why Your Website's Bounce Rate Is Important and 3 Ways to Improve It

Before we get into the importance of having a low bounce rate, it would be helpful to first define what a "bounce rate" is. It is the percentage of visitors over a given time period that leave your website without performing a CTA such as completing a form, booking a service, making a purchase, or clicking on a button or link. Most if not all hosting platforms automatically calculate a site's bounce rate and include with the site's analytics. You may encounter a variety of bounce rate criteria, but here is BGNP's standard bounce rate assessment:

Great: Less than 40%

Average: 40-50%

Needs Improvement: Over 50%

What difference does it make?

Your site's bounce rate has a direct impact on conversions and leads. If your bounce rate is high, you are missing out on customers, clients, and subscribers (who could potentially become regular customers/clients).

Here are a few recommendations to improve your bounce rate:

1. Prioritize visual appeal, but don't hide behind the brand.

Did you know?

57% of internet users say they won’t recommend a business with a poorly designed website on mobile.

75% of consumers admit to making judgments on a company’s credibility based on the company’s website design.

38% of people will stop engaging with a website if the content or layout are unattractive.

(Statistics provided by sweor.com)

It pays to keep your website clean and uniform so that it is easy for visitors to navigate. Unnecessary design elements can slow your site down and make things complicated for the visitor. But, guess what. The interface isn’t the only thing that should be user friendly. So should you! Do your visitors feel like they are interacting with a real person? This is more important than we realize. You don't have to make the site all about you, but consider including an "About" section to introduce yourself or welcoming visitors with a video on the homepage. Ultimately, consumers do not purchase from brands, they purchase from people. Have you made it so that visitors can easily trust you with their time and financial investment?

2. Review your own site.

Imagine yourself as your ideal client or customer, visit your site, and ask yourself as objectively as you can:

  • How does this site make me feel?

  • Would I trust this person? This site?

  • What reservations come up? (Confusing design, not enough details provided with services)

  • Does this presentation assure that my need as a client/customer will be met?

  • Are my pain points identified or addressed on the site? What solution is offered?

3. Be clear about what you want visitors to do.

Clearly expressing your Call-to-Action (CTA) on the home page and using photos, videos, or testimonials will aid in giving visitors the assurance they need to move forward with you. However, you don't need to overload your site with these components. Instead, be intentional in only selecting testimonials, photos, and/or videos that will encourage visitors to subscribe to your list, register for your event, shop from your online store, or book a service.


Questions to Consider:

  • What’s your priority?

  • How do these tips apply to your unique site?

  • What is your site's current bounce rate?

  • Why do people stay on or leave your site?

  • What is your CTA? Is it clearly expressed on your site?

  • How do you want visitors to feel when they encounter your site and even more so, your brand?

If you need help answering these questions, click here to schedule a 1-1 strategy session.

If you have already answered these questions but prefer that someone else take care of the design part or audit your site, click here to schedule a free consultation.


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