{"id":15691,"date":"2019-01-24T23:42:11","date_gmt":"2019-01-24T23:42:11","guid":{"rendered":"https:\/\/directiveconsulting.com\/ca\/?p=15691"},"modified":"2024-05-23T07:42:16","modified_gmt":"2024-05-23T11:42:16","slug":"how-to-reduce-bounce-rate-and-make-it-last","status":"publish","type":"post","link":"https:\/\/directiveconsulting.com\/ca\/blog\/how-to-reduce-bounce-rate-and-make-it-last\/","title":{"rendered":"How to Reduce Bounce Rate and Make it Last"},"content":{"rendered":"<p><span style=\"font-weight: 400\">Imagine you run a 24-hour restaurant. You have hundreds of patrons coming in all hours of the day and night staying for various amounts of time. <\/span><\/p>\n<p><span style=\"font-weight: 400\">However, a large portion of your patrons only stay five minutes, never order anything, and then leave. This same thing could be happening on your website. Your <a href=\"https:\/\/directiveconsulting.com\/ca\/resources\/glossary\/bounce-rate\/\">bounce rate<\/a> is the percentage of all users who enter and exit on the same page, without any clicks to other pages on your site. <\/span><\/p>\n<p><span style=\"font-weight: 400\">The higher the rate, the higher the percentage of prospects coming and leaving without exploring your other pages, filling out a form, or buying something. <\/span><\/p>\n<p><a href=\"http:\/\/www.analytics-ninja.com\/blog\/2012\/06\/google-analytics-bounce-rate-demystified.html\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-15694\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-1.png\" alt=\"Graphic describing bounce rate. \" width=\"670\" height=\"448\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-1.png 670w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-1-300x201.png 300w\" sizes=\"(max-width: 670px) 100vw, 670px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400\">A bounce might be triggered by any number of events:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Returning to search results<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Closing the browser<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Entering a new URL in the address bar<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Following an outbound link<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Staying inactive and timing out the session<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Reading the entirety of a page but not triggering any events, and then leaving<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">A high bounce rate is proof that something is amiss with your strategy. Either you\u2019re attracting the wrong crowd, or your <a href=\"https:\/\/directiveconsulting.com\/ca\/resources\/glossary\/target-audience\/\">target audience<\/a> is correct, but they are not having a good <a href=\"https:\/\/directiveconsulting.com\/ca\/resources\/glossary\/user-experience\/\">user experience<\/a> on your site. <\/span><\/p>\n<p><span style=\"font-weight: 400\">So, I\u2019ve put together a short list of <\/span><b>6 proven tactics<\/b><span style=\"font-weight: 400\"> you can incorporate right now to drastically reduce your bounce rate and improve <a href=\"https:\/\/directiveconsulting.com\/ca\/services\/cro\/\">conversions<\/a> on your website and landing pages. <\/span><\/p>\n<p><span style=\"font-weight: 400\">Is your bounce rate too high? It\u2019s the perfect time to find out. <\/span><\/p>\n<h2><span style=\"font-weight: 400\">What\u2019s a good bounce rate?<\/span><\/h2>\n<p><span style=\"font-weight: 400\">Unfortunately, there\u2019s not one answer for this. What is considered \u201cgood\u201d is based off many different factors: the page type, the industry, plus some areas in need of optimization, such as page speed, irrelevant content, or unclear CTAs.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Most websites\u00a0see bounce rates fall somewhere between 26-70%. In general, a bounce rate in the range of 26% to 40% is excellent, 41-55% is average, and 56-70% percent is higher than average, but may not be cause for alarm depending on the website.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Anything over 70% is disappointing for everything outside of blogs, news, events, etc. So if you\u2019re running a blog, may that give you hope! Custom Media Labs has a nifty infographic breaking down the average based on website type.<\/span><\/p>\n<p><a href=\"https:\/\/www.brafton.com\/blog\/strategy\/brafton-2017-content-marketing-benchmark-report\/\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-15695\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-2.png\" alt=\"Graph showing benchmark bounce rates by website type. \" width=\"546\" height=\"426\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-2.png 546w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-2-300x234.png 300w\" sizes=\"(max-width: 546px) 100vw, 546px\" \/><\/a><\/p>\n<p><a href=\"https:\/\/www.brafton.com\/blog\/strategy\/brafton-2017-content-marketing-benchmark-report\/\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-15696\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-3.png\" alt=\"Graph showing bounce rate by business type. \" width=\"755\" height=\"395\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-3.png 755w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-3-300x157.png 300w\" sizes=\"(max-width: 755px) 100vw, 755px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400\">This graph shows general averages for business types, but consider digging deeper into the specifics of your industry. For example, the difference in benchmark bounce rate between the food and drink industry and the real estate industry is<\/span><a href=\"https:\/\/conversionxl.com\/guides\/bounce-rate\/benchmarks\/\"><span style=\"font-weight: 400\"> more than 20%<\/span><\/a><span style=\"font-weight: 400\">. To check this, you\u2019ll want to use the <\/span><a href=\"https:\/\/support.google.com\/analytics\/answer\/6086666?hl=en\"><span style=\"font-weight: 400\">benchmarking feature<\/span><\/a><span style=\"font-weight: 400\"> on Google Analytics. Just open the Benchmarking options found in the Reporting tab under Audience.<\/span><\/p>\n<p><span style=\"font-weight: 400\">This will let you see the data for over 1,600 industry categories. You can filter by traffic level (5000-9999 sessions) and geographic location (United States \u2013 All Regions). \u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400\">Compare bounce rate to time on site<\/span><\/h2>\n<p><span style=\"font-weight: 400\">Assuming you use Google Analytics, you will have seen the Average Time on Page metric right alongside Bounce Rate. As the self-explanatory name suggests, this is the average amount of time all users spend on a chosen page. <\/span><\/p>\n<p><span style=\"font-weight: 400\">However, this is more of a guideline than an exact measurement. This is because Google Analytics (and other analytics platforms) require two clicks to accurately calculate Time on Page; an \u201centrance\u201d click and an \u201cexit\u201d click, which is usually a click on a navigational element that leads off of the page.<\/span><\/p>\n<p><span style=\"font-weight: 400\">How many times have you left a tab open for hours but weren\u2019t actually viewing it? Well, Google considered all of that time as if you were viewing that page for 8.5 hours because you never exited the page. <\/span><\/p>\n<p><span style=\"font-weight: 400\">Also, if you close the tab without exit-clicking, Google considers that as a bounce &#8211; even if you read the whole page top to bottom. Therefore, many marketers are moving away from bounce rate as a metric as it\u2019s not reliable. Now they are using so-called <\/span><a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2014\/07\/22\/content-marketing-metrics\"><span style=\"font-weight: 400\">\u201cattention metrics\u201d<\/span><\/a><span style=\"font-weight: 400\"> such as <\/span><a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2014\/06\/10\/dwell-time\"><span style=\"font-weight: 400\">dwell time<\/span><\/a><span style=\"font-weight: 400\"> and scroll depth. Although it\u2019s improbable to accurately determine your bounce rate, it\u2019s still worth trying to keep your bounce rates low.<\/span><\/p>\n<h2><span style=\"font-weight: 400\">Optimize page load time<\/span><\/h2>\n<p><span style=\"font-weight: 400\">What\u2019s the point of spectacular content if it takes forever to load? 47% of users expect a web page to load in two seconds or less, making on-page optimization crucial to reducing your bounce rate.<\/span><\/p>\n<p><span style=\"font-weight: 400\">This is especially true for mobile sites. According to data from Radware, a connection speed delay of just 500 milliseconds can result in <\/span><a href=\"https:\/\/blog.radware.com\/applicationdelivery\/applicationaccelerationoptimization\/2014\/01\/55-web-performance-stats-youll-want-to-know\/\"><span style=\"font-weight: 400\">an increase in \u201cpeak frustration\u201d of more than 26%<\/span><\/a><span style=\"font-weight: 400\">, and a decrease in engagement of 8%.<\/span><\/p>\n<p><a href=\"https:\/\/neilpatel.com\/blog\/13-ways-to-reduce-bounce-rate-and-increase-your-conversions\/\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-15697\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-4.png\" alt=\"Graph showing page load time consumer expectations and how to reduce bounce rate. \" width=\"550\" height=\"365\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-4.png 550w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-4-300x199.png 300w\" sizes=\"(max-width: 550px) 100vw, 550px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400\">A slow site can ruin your business and keep prospects from buying from you. Considering that Google rates site speed, your business could also drop in rankings. These <\/span><a href=\"http:\/\/www.cdnetworks.com\/blog\/improving-ecommerce-web-performance-4-reasons-why-cdns-are-essential\/\"><span style=\"font-weight: 400\">consumer behavior statistics<\/span><\/a><span style=\"font-weight: 400\"> explain it simply:<\/span><\/p>\n<p><a href=\"https:\/\/www.kissmetricshq.com\/\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-15698\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-5.png\" alt=\"Image showing how website performance affects bounce rate. \" width=\"412\" height=\"650\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-5.png 412w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-5-190x300.png 190w\" sizes=\"(max-width: 412px) 100vw, 412px\" \/><\/a><\/p>\n<p><a href=\"http:\/\/www.smartinsights.com\/search-engine-optimisation-seo\/index-inclusion\/is-your-website-fast-enough-2\/\"><span style=\"font-weight: 400\">Smart Insights<\/span><\/a><span style=\"font-weight: 400\"> proposes that faster loading pages usually see higher <a href=\"https:\/\/directiveconsulting.com\/ca\/resources\/glossary\/conversion-rate-optimization\/\">conversion rates<\/a>. Even if your conversion rates are already stellar, an improved bounce rate will only help more.<\/span><\/p>\n<p><a href=\"https:\/\/www.smartinsights.com\/search-engine-optimisation-seo\/index-inclusion\/is-your-website-fast-enough-2\/\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-15699\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-6.png\" alt=\"Graph showing how faster conversion rates are a great start on how to reduce bounce rate. \" width=\"546\" height=\"291\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-6.png 546w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-6-300x160.png 300w\" sizes=\"(max-width: 546px) 100vw, 546px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400\">Find out your site speed by using Google\u2019s helpful tool called <\/span><a href=\"https:\/\/developers.google.com\/speed\/pagespeed\/insights\/\"><span style=\"font-weight: 400\">PageSpeed Insights<\/span><\/a><span style=\"font-weight: 400\">. This grades your website and provides suggestions on what you can do to improve your speed. Once you analyze your site through this tool, you will discover what needs to change to improve site speed.<\/span><\/p>\n<h2><span style=\"font-weight: 400\">Check mobile bounce rate<\/span><\/h2>\n<p><a href=\"https:\/\/www.stonetemple.com\/mobile-vs-desktop-usage-study\/\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-15701\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-8.png\" alt=\"Graph showing how mobile continues to dominate desktop views online. \" width=\"512\" height=\"512\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-8.png 512w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-8-300x300.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-8-150x150.png 150w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400\">It is now common knowledge that the majority of people browse on their phones more than their desktop, and that gap continues to grow every year. 95% of your customers are on mobile, which is why optimizing for mobile is so important.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Mobile users are also more likely to bounce across the board, so it stands to reason that any website with a large, growing percentage of mobile traffic will see a higher bounce rate.<\/span><\/p>\n<p><a href=\"https:\/\/admixglobal.com\/whats-the-average-bounce-rate-in-google-analytics\/\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-15702 size-full\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-9.png\" alt=\"Graph showing mobile users more likely to have higher bounce rate across the board. \" width=\"620\" height=\"424\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-9.png 620w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-9-300x205.png 300w\" sizes=\"(max-width: 620px) 100vw, 620px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400\">Ensure that your site is responsive on all devices. Whether your customer views your site on a desktop, iPhone, iPad, Android, or a tablet, make sure it is displayed correctly. <\/span><\/p>\n<p><span style=\"font-weight: 400\">Test your site, by following these steps:<\/span><\/p>\n<p><b>#1: <\/b><span style=\"font-weight: 400\">Analyze your site using <\/span><a href=\"https:\/\/www.google.com\/webmasters\/tools\/mobile-friendly\/\"><span style=\"font-weight: 400\">Google\u2019s mobile friendly test tool<\/span><\/a><span style=\"font-weight: 400\">. Plug in your site URL (e.g., qualaroo.com). Click the \u201cANALYZE\u201d button:<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-15703\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-10-1024x197.png\" alt=\"Using Google's Mobile Friendly Test Tool can be helpful when learning how to reduce bounce rate on your website. \" width=\"1024\" height=\"197\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-10-1024x197.png 1024w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-10-300x58.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-10-768x148.png 768w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-10.png 1260w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><b>#2<\/b><span style=\"font-weight: 400\">: Once the page processes, You\u2019ll see the result. A mobile-friendly result looks like below:<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-15704\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-11.png\" alt=\"Mobile Friendly Test Tool image that is helpful when trying to reduce bounce rate on your website. \" width=\"512\" height=\"184\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-11.png 512w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-11-300x108.png 300w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/p>\n<p><span style=\"font-weight: 400\">A non-mobile-friendly page will show this:<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-15705\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-12.png\" alt=\"Image showing what it looks like when your website is not mobile friendly. \" width=\"767\" height=\"616\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-12.png 767w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-12-300x241.png 300w\" sizes=\"(max-width: 767px) 100vw, 767px\" \/><\/p>\n<p><span style=\"font-weight: 400\">NARS Cosmetics launched a mobile-responsive site and increased its <\/span><a href=\"http:\/\/web.archive.org\/web\/20150201212627\/http:\/\/5thfinger.com\/casestudies\"><span style=\"font-weight: 400\">smartphone checkout conversion rate by 54%<\/span><\/a><span style=\"font-weight: 400\"> (24% for tablets), and they cut their higher bounce rate in half&#8230; all in less than two weeks.<\/span><\/p>\n<h2><strong>Attract the Right Visitors<\/strong><\/h2>\n<p><span style=\"font-weight: 400\">If you sell crochet needles and other knitting products, which group of people do you want on your site: males ages 18-24 or females ages 65-80? I\u2019m sure there\u2019s a USC student out there with a mean purl stitch, but you\u2019re probably going to get better business from sweet older women. <\/span><\/p>\n<p><span style=\"font-weight: 400\">Higher bounce rates can be caused by getting the wrong visitors on your site. This is why <\/span><a href=\"http:\/\/www.slideshare.net\/Onespot\/content-clarity\"><span style=\"font-weight: 400\">58% of marketers<\/span><\/a><span style=\"font-weight: 400\"> plan to increase their paid distribution budgets. They\u2019ve seen the impact of the right content on the target audience. <\/span><\/p>\n<p><span style=\"font-weight: 400\">Also, keyword optimization is essential for directing users to your site. Be aware of who your visitors should be and deliver content that speaks to their needs and interests.<\/span><\/p>\n<p><a href=\"http:\/\/backlinko.com\/increase-conversions\"><span style=\"font-weight: 400\">Brian Dean boosted his conversions by 785% in one day<\/span><\/a><span style=\"font-weight: 400\">, with A\/B <a href=\"https:\/\/directiveconsulting.com\/ca\/resources\/glossary\/split-testing\/\">split testing<\/a>, because he recognized that the traditional ebook giveaway is no longer effective for building a massive list. <\/span><\/p>\n<p><span style=\"font-weight: 400\">Instead, he created the \u201ccontent upgrade\u201d strategy, which is now a marketing standard.<\/span><\/p>\n<p><b>Here\u2019s a breakdown of the 5-step process:<\/b><\/p>\n<ol>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Find a high-traffic page on your site.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Identify a resource that would make the content better.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Create that resource.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Add the resource to your site.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Get more email subscribers.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400\">Many content marketers assume high bounce rate is caused by a lack of quality content, but one person&#8217;s definition of quality is not the same as another. Lengthy articles of 2000 words or more are considered quality since they usually address most of the questions the target audience might have. <\/span><\/p>\n<p><span style=\"font-weight: 400\">However, for entertainment, health, or finance, shorter, \u201csnackable\u201d content is preferred. A piece of content that is technically considered quality could still be the wrong content for your target audience. You have to continually reach out to them, via the right channel. <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-15706\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-13.gif\" alt=\"Example of GIF that shows interaction on a mobile device and can be a tactic on how to reduce bounce rate. \" width=\"512\" height=\"314\" \/><\/p>\n<p><span style=\"font-weight: 400\">For example, LeadPages launched LeadDigits and their users started to implement it on both desktop and mobile targeting. Those users are seeing an average conversion rate of 91%.<\/span><\/p>\n<p><span style=\"font-weight: 400\">When you create the right content and use the right channels to distribute it, you will reach the audience that is actually interested in what you are selling. Once you\u2019re targeting the right people, you will notice that your bounce rate will greatly improve.<\/span><\/p>\n<h2><span style=\"font-weight: 400\">Create relevant and readable content<\/span><\/h2>\n<p><span style=\"font-weight: 400\">According to Hubspot, companies that produce blog content generate 126% more leads than those that don\u2019t. However, on top of getting the right people to the right content, your content has to make sense. <\/span><\/p>\n<p><span style=\"font-weight: 400\">If what you\u2019re writing is challenging to read, you probably won\u2019t see many people sticking around. User experience begins when your content is readable and legible. The quality of your messaging is dependant on more than spellcheck. <\/span><\/p>\n<p><span style=\"font-weight: 400\">Too much text is overwhelming to the reader, so the copy needs to quickly communicate to the prospect the following:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">You understand their need.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">You have a solution that could solve this need.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">They need to just take the next step.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">If you\u2019re not hitting these key points, a visitor will bounce and not continue.<\/span><\/p>\n<p><span style=\"font-weight: 400\">You can test how readable your site is at <\/span><a href=\"http:\/\/www.read-able.com.\"><span style=\"font-weight: 400\">www.read-able.com.<\/span><\/a><\/p>\n<p><b>Here are some tips to provide credible and readable content for your prospects:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Include correct spelling and grammar (obviously). <\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Make your contact information visible at all times. <\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Include the appropriate use of headers. <\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Have frequent subheadings to explain your topic a bit more than just user a headline. <\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Use suitable images and break up heavy blocks of copy with photos, charts, gifs, quotes &#8211; anything that breaks up the monotony of a wall of text. <\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Include lists to explain benefits or points worth noting.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Bold keywords a few times but not too much!<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Give readers an invitation to participate by asking lots of questions in your content. It helps prospects to think more critically about your message.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">End your content with a subheading entitled \u201cconclusion.\u201d This tells the reader to quickly read the last few words and take action. Make your conclusion actionable.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Link to external sites that reference your company.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">Now that you have readable content being read by the RIGHT audience, you need to keep it going! By consistently adding fresh content, you\u2019re gradually building <\/span><a href=\"https:\/\/moz.com\/blog\/optimize-conversion-funnel-tofu-bofu\"><span style=\"font-weight: 400\">awareness<\/span><\/a><span style=\"font-weight: 400\"> of your brand and establishing trust. <\/span><\/p>\n<p><span style=\"font-weight: 400\">This means that your repeat visitors will begin to exceed new visitors, which begins to increase your conversion rate. You can generate more revenue from repeat visitors because you\u2019ve established a level of trust with them. <\/span><\/p>\n<p><span style=\"font-weight: 400\">Learn more about quality content creation by clicking <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/blog\/8-type-of-content-to-fill-gaps-in-b2b-buyers-journey\/\"><span style=\"font-weight: 400\">here<\/span><\/a><span style=\"font-weight: 400\">! <\/span><\/p>\n<p><a href=\"https:\/\/neilpatel.com\/\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-15707\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-14.png\" alt=\"Image showing pie chart of revenues generated by existing customers. \" width=\"670\" height=\"544\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-14.png 670w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-14-300x244.png 300w\" sizes=\"(max-width: 670px) 100vw, 670px\" \/><\/a><\/p>\n<h2><span style=\"font-weight: 400\">Use compelling CTAs<\/span><\/h2>\n<p><span style=\"font-weight: 400\">There\u2019s a reason why we suggest one CTA per landing page. If you provide too many options, you could overwhelm your prospects leading to a bounce. Your visitors should have no doubt about the action that you are asking then to complete, so they need to be able to quickly find what they are looking for and not have to choose between getting a demo, getting a free trial, or just downloading a guide. <\/span><\/p>\n<p><span style=\"font-weight: 400\">Do you think \u201ccontinue\u201d is a clear CTA? Does that tell you as a visitor what you are expected to do next? By making your calls to action very specific, you will keep confusion and concerns at bay, promoting your visitors to continue through the sales funnel. Check out this example from <\/span><a href=\"https:\/\/vwo.com\/blog\/ab-testing-cta-text-increased-clickthroughs\/\"><span style=\"font-weight: 400\">VWO<\/span><\/a><span style=\"font-weight: 400\">.<\/span><\/p>\n<p><a href=\"https:\/\/vwo.com\/blog\/ab-testing-cta-text-increased-clickthroughs\/\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-15708 size-large\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-15-1024x474.png\" alt=\"Screenshot of example of a clear CTA to reach customers' needs. \" width=\"1024\" height=\"474\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-15-1024x474.png 1024w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-15-300x139.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-15-768x355.png 768w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-15.png 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400\">Think about user intent and where your visitors are in the sales funnel. How are your pages going to provide a solution for these prospects? Make sure your CTA is clear and relevant to potential customer\u2019s needs.<\/span><\/p>\n<h2><span style=\"font-weight: 400\">Avoid too many different offers, ads, or pop-ups<\/span><\/h2>\n<p><span style=\"font-weight: 400\">I\u2019m sure we\u2019ve all been annoyed by a pop up that showed up right when we landed on a home page, giving us no chance to look at anything else but that cheesy newsletter sign up request. If you\u2019ve ever left a website because of its intrusive pop ups or ads, then you\u2019re not alone.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-15709\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-16.png\" alt=\"Image showing an example of a pop-up. \" width=\"512\" height=\"258\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-16.png 512w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-16-300x151.png 300w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/p>\n<p><span style=\"font-weight: 400\">According to <\/span><a href=\"http:\/\/www.mnprblog.com\/2010\/03\/survey-says-americans-are-responding-to.html\"><span style=\"font-weight: 400\">statistics<\/span><\/a><span style=\"font-weight: 400\">, only 14% of consumers will consider responding to a popup ad, compared to 51% who respond positively to email offers. However, as obnoxious as they can be, popups still work and can grow your email list very quickly. Just as anything in life: everything in moderation. <\/span><\/p>\n<p><span style=\"font-weight: 400\">If you want a site with a steady flow of organic traffic, consider limiting or avoiding popups altogether and instead focus on the user experience of your site.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-15710\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2019\/01\/Olivia2-17.jpg\" alt=\"Graph showing online advertising tactics and how to reduce bounce rate. \" width=\"576\" height=\"503\" \/><\/p>\n<h2><span style=\"font-weight: 400\">Conclusion<\/span><\/h2>\n<p><span style=\"font-weight: 400\">We\u2019ve gone over several different ways to reduce your bounce rate, which will, in turn, increase your conversion rate. If your site loads too slowly, expect a higher bounce rate. If your content is irrelevant to your audience or difficult to read, expect a bounce there too. Research your audience, find out what they\u2019re looking for, and craft your content to their needs.<\/span><\/p>\n<p><span style=\"font-weight: 400\">This is a gradual process so don\u2019t expect an improved bounce rate overnight. You will need to continue creating relevant content regularly to keep growing your audience and repeat customers. <\/span><\/p>\n<p><span style=\"font-weight: 400\">Try these tips out and share what worked for you. What were your results? Happy testing!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Imagine you run a 24-hour restaurant. You have hundreds of patrons coming in all hours of the day and night<\/p>\n","protected":false},"author":12,"featured_media":15692,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[29,31,48],"tags":[74,87,91,95,175],"class_list":["post-15691","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing","category-cro","category-perspectives","tag-b2b","tag-conversion","tag-cro","tag-data","tag-tools"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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