A webpage’s bounce rate is perhaps one of the best metrics that can be utilized to analyze the effectiveness of a website. By gaining an understanding of why visitors bounce from a website, improvements can be made to the web copy that will lower bounce rates and turn bouncers into conversions.
Defining Bounce Rate
A bounce rate is defined as the percentage of people who land on a page and then leave without further action on the website (i.e. close the browser, hit the back button, click on a link to a different website, or type in a new URL). Typically a bounce rate above 50% is considered high and should be investigated.
By their nature some web pages will have high bounce rates. For example an online phone listing intended to provide contact information to visitors will likely have a high bounce rate since there is no need for a visitor to further explore the website after they receive the information they came for. In this example, the webpage will likely have a high bounce rate because it is effective in providing information to visitors.
However, high bounce rates can also mean that visitors are leaving without completing the intended action of the website. For example, visitors will likely bounce and never see what the website has to offer if they cannot find the information they need. These bouncers represent a source of lost revenue.
Reasons Visitors Bounce from a Website
Although visitors can bounce for any number of reasons, some of the major causes include:
Poor Website Design – this includes any number of issues including, visually unappealing websites, websites that are difficult to use or navigate, or technical issues such as broken links
Poor Website Optimization – websites that have not optimized their content to match search terms that visitors might use may result in driving disinterested visitors to a webpage
Poor Web Copy – long blocks of text or copy that doesn’t direct visitor behavior can lead to visitor confusion
Five Tips for Reducing Bounce Rates with Effective Web Copy
Improving the web copy is one of the easiest and quickest fixes for improving bounce rates. By applying the following basic principles of business communication to web copy, visitors will have a better idea of what they need to do on a website.
Define Webpage Objectives - Every webpage has a purpose. Whether that purpose is to collect contact information, sell a product, or direct visitors to another page on the site. Defining that purpose is an essential first step to getting visitors to understand what they are supposed to do.
Communicate with Brevity and Clarity – Once the page objective is defined it needs to be communicated to visitors visually (with pictures), and in small, clear blocks of text. Most researchers agree that the average reader is enjoys reading at the reading level of a 10 to15 year old. The Readability Test Tool can be used to quickly assess how easily web copy can be understood.
Sell the Benefits Not the Action – Consumers buy benefits not products. A brief and clear explanation of the benefit of an action gives the visitor a relevant reason to perform that action.
Ask for Action – To act the visitor needs to know what is expected of them. Many websites never ask for action or they bury their request in a long block of text. Visitors should understand within five seconds of landing on a webpage what is expected of them.
Do it on Every Webpage: All visitors do not enter through a website’s homepage. This means that any webpage is a potential landing page for a visitor. Asking for action on every page in a visual, brief and clear way will increase conversion while decreasing bounce rates.
Finding More Information on Bounce Rate and Other Metrics
Following these simple tips for creating effective web copy should lead to reduced bounce rates and improved conversions. More information on bounce rates and other metrics for measuring website effectiveness can be found at the Google Conversion University.
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