Bounce rate is the frequency at which people land on a blog and leave. Hence, they bounce like a rubber ball down a street. Sites need their followers to stick like glue. The more they stay put, the higher the chance of making a conversion. For those of you who have eCommerce platforms, this means money. In short, bouncing is costly, whether concerning lead generation, conversions or flat out purchases.
Sadly, lots of blogs don’t hit their targets. In fact, a large percentage of new sites tend to go over the 55% average grading. The trick is to keep this rating system to a minimum, but it’s only possible by understanding the reasons behind the exodus. Without them, there is a whole lot of guessing and that means anything can happen. Please, don’t take the risk.
Instead, take a look the following reasons why bounce rate is high and isn’t going down. The list underneath also has quick fixes too.
Slow Load Up Speeds
If there is one thing that frustrates followers more than anything, it’s to have to wait. Society is based on a handful of basic features, and the main one is getting what we want as quickly as possible. The culture is ingrained online because it is where it began a decade or more ago. Just take a look at the Google algorithm for SEO for proof. Even search engines are penalizing blogs for slow load-up speeds. There’s no doubt consumers will get annoyed and bounce if they have to wait longer than a couple of seconds.
Fixing this issue is two-fold, then: to appease visitors and search engines. Thankfully, basic solutions are usually on hand to rectify the situation. If you haven’t already, you can try to compress images so that they are small. The same goes for videos and any multimedia content also. GTMetrix will provide tailored advice if reducing file size doesn’t work.
Brand logos are often associated with huge corporations such as Apple and Nike. SMEs don’t feel as if they deserve one so they leave them to the big boys. Sorry, but this is a massive error in judgment. One reason huge conglomerates trade on their brand is reputation. Over the years, they have built an image that is almost bulletproof. So, when people see their logo, they know they can trust the site.
Visitors to your blog don’t get the same sense of trustworthiness. All people spot in the left-hand corner is a drop-down menu. A logo, although not as recognizable as some, is a sign that you’re a trusted resource. Anyone who runs an eCommerce website needs to keep this in mind. Shoppers won’t input their details online if they think there’s a chance of being subjected to fraud.
No Added Value
Why do people search the internet? It’s because they want to find answers or see something they wouldn’t be able to anywhere else. Blogs and websites add value to their content, and that’s what keeps surfers coming back for more. If your platform lacks this quality, then it will lose out to the rest of the competition that is on point. Without something to add, the blog will get justly convicted in the court of public opinion. Not one to be undone, Google will judge it too because added value is part of the company’s new algorithm.
Turning to video over written content is probably the smartest move in 2018. Video marketing has been making strides for years and it doesn’t look to stop any time soon. However, don’t produce any old tripe and upload it to the site. Otherwise, the blog will look amateurish. Rather, hire a professional team to shoot a training video or a how-to demo. Both of these are excellent resources because they are informative and entertaining.
This is otherwise known as clickbait and it’s what sneaky posters use to boost traffic. Of course, the figures don’t last and people bounce as soon as they land. No one is saying that you are guilty of this; merely pointing out the impact it has. Because visitors assume you’re trying to pull a fast one, they’ll tag you with a label and never return. That is how important it is to provide truthful and up to date descriptions.
Regardless of whether it was an accident or a ploy, it’s pretty easy to fix. The first option is to review the content and evaluate it. Does it fit with the title and the rest of the metadata? An alternative is to rewrite or re-shoot the material so that it matches the description. However, this is a long-winded solution when you can come up with a heading that is genuine.
404s And Heartbreaks
A 404 error report page is incredibly frustrating. Just when you think you have found the perfect blog, it turns up a 404 and sends you back to square one. Everyone has been through the experience and understands the impact it can have on browsers. Unlike clickbait, the odds are high that this wasn’t supposed to happen. And, it’s easy to see why it does because bloggers can’t view how it looks to other people. So, it might be happening under your nose while you’re blissfully unaware.
To investigate, you can fire up a popular web browser and load-up separate pages. It’s worth doing it for Safari, Chrome, Mozilla, and Firefox because these are the most commonly used. And, what works for one may not work for the rest. In short, you want to replicate the user experience.
Let’s look on the bright side. There’s a good chance that you are doing everything correctly on your end. Unfortunately, some incompetent people are making a mess it for everyone else. Or, they are being nasty and targeting your blog with black hat SEO tactics to lower its ranking.
To fight back, reach out and explain your position. If they aren’t doing it on purpose, then they should remove the link or rewrite the anchor text. For the sabotagers, speak to Google and disavow them on your site.
How sticky do you think these tips are on a scale of one to ten?
*This is a contributed post.