7 Actions To Prevent Bounces Article # 229 January 13th, 2011 Tweet

First impressions are lasting impressions, and in some cases, can often make the difference between a sale and a no-sale. In the world of the internet marketing, first impressions of a website are often the deciding factor if your visitor stays to click or leaves your site immediately.

Thus, we introduce the term “Bouncing Customers”

What’s does ‘Bounce Rate’ mean? And why should I care?

A “Bounce Rate” is the term used to define the percentage of visitors that came to a website, and did not click on anything else, or waited for the page to load, and then left (usually using the ‘back’ button). The higher the number of the bounce rate, the higher percentage of visitors that never took the time to read your opening page, or investigate other areas of your website further.

OK, let’s assume you’ve got your website launched, you’ve refined your keywords, and strategically written your content, (or your hired web developer has done this for you) but after looking at your Google Analytics reports, you realize that your landing page has a bounce rate of 91%. So, it’s a good thing, right? Higher scores are good, yes?  NO, sorry, but we have some lovely consolation prizes for you on the way out, thanks for playing – NEXT!

This actually means that 91% of the users (potential buying customers) coming to your site are quickly glancing around and leaving, deciding immediately that this site isn’t for them. Like walking by your storefront, stopping for a pause, looking in the window, and continuing on their way. No sale for you. Not good. Think they’ll be back? Doubt it.

One of the easiest, low-tech ways to encourage users to stick around and look at your products or services is to catch their attention with an engaging headline.

Recent research suggests that users decide to stay or leave your site in 8 seconds or less — in that short amount of time, headlines are the one piece of copy that users will actually read. So, you have just 8 seconds (or less) to attract the attention of your visitor.

For more help with writing effective headlines for your website landing page, visit this helpful article at Google’s website.

And now, for your viewing pleasure, from the mind of a madman, I present:

7 Actions to Prevent Visitors from Bouncing from your website

1. Answer a question(s). In my previous article, “What has your website done for you lately?” this point is really hammered home. When a visitor comes to your site, they’re probably not wondering “Wow, I wonder what this company is doing today?.” Instead, they’re asking, “Do you carry the product I really want”? Which question would do you answer? Best is to answer the latter and you’ll keep more visitors, and retain their attention.
2. Remove those obnoxious auto-play videos. Your visitor’s first reflex if a video starts playing and music that sounds like a bad 70′s porn flick comes streaming out of their speakers is to immediately hit the back button. Remove the video altogether, or at least have it paused, giving your visitor the option to play it when their ready, and have set the speaker volume to their own comfort level.
3. Improve the pageload time. If your webpage was built to include a gaudy flash object with a “loading..” bar, that takes even 5 seconds to load, you can rest assured the visitor will have hit the back button LONG before that. Remove that retched flash object that’s slowing your page load, and replace it with a lighter, simpler JPG image and if you have to animate, then use JavaScript, not flash – you’re visitor’s will appreciate it, and stay longer.
4. Write a better, engaging headline. A punchy, take-action headline will keep visitors. Instead of “Enterprise Security Solutions for A Web 2.0 Workplace”, try “Protect Your Network”.
5. Move the important stuff up. If you have a store, show your products near the top of the page. If you’re promoting a candidate, put that message at the top. Most important, always put your call to action up high, front-and-center.
6. Dump the stinking popups. I shouldn’t even have to say this, but if you have a popup or other annoyance on your home page, get rid of it – NOW!. You’re losing a lot more than you’re gaining, plus you’re making me hate you more and your visitor won’t come back to your website ever again, and will tell everyone to steer clear of it every chance available.
7. Kill the scrolling text, flashing text and anything in PINK. I won’t go into details, but what you may think is catchy, is actually really annoying, and drives visitors back from where they came faster than a stink-bomb at a party.

Armed with these tips, you will begin to see a lower Bounce Rate in your Analytics reports. Lower bounce rates can me higher visiting times on your site, as well as higher returns in your cash register from generating sales from your website. After all, isn’t that why your business has a website? Isn’t it? If you can’t answer this question, then I suggest you read my previous article (What has your website done for you lately?) which can give you more insight into this answer.

Please feel free to contact Music City Guru for more information about lowering your website’s Bounce Rate, and attracting more customers to your door, through your website.