Traffic patterns don’t only exist on highways. A website’s success is heavily reliant on its ability to maintain active, recurring traffic. Unfortunately, the limitless array of sites offering similar, if not the exact same, content leaves publishers struggling to lengthen their visitors’ page sessions.
To conquer the issue, publishers must reference their site’s bounce rates, or the percentage of online visitors who leave an entire site after viewing only one of its pages.
The Underlying Threat of Bounce Rates
Bounce rates can bring publishers detrimental consequences if left unmonitored. These consequences can decrease a site’s chances of:
- Converting visitors into loyal customers
- Exposing content to audiences beyond the site
- Generating sufficient ad revenue
- Obtaining active engagement
- Uncovering effective leads
Bounce rate backlash, however, can be prevented with these thoughtful steps.
Step 1: Understand Your Bounce Rate
Before panicking, it’s important to know that bounce rates affect every site. The trick is knowing if your site’s rates match or differ from benchmark averages. A QuickSprout study explains these averages per site category as follows:
- Content websites have a 40-60% benchmark average
- Blogs have a 70-98% benchmark average
- Retail sites have a 20-40% benchmark average
- Service sites have a 10-30% benchmark average
- Landing pages have a 70-90% benchmark average
Step 2: Develop a Strategy
Crafting a goal and strategy around minimizing bounce rates is wise, even if you’re lucky enough to fall into your site category’s average rate range. Analyze the performances of your site’s content, ad placement and SEO.
Inspired by your findings, create a plan of action that includes what activities you’ll undergo, such as creating a content roadmap or reducing your page’s loading time, and how you will track your plan’s performance.
Step 3: Adopt Helpful Tools
Every site can quicken its improvement pace by investing in user-friendly, strategic tools. Extending your content’s reach to visitors can be solved with the SEO-savvy devices Hubspot and Sprout Social. You can also reduce bounce rates with dynamic, on-site content hosted within the Insticator Widget.
Thoroughly perform these practices, and you will diminish the negativity of bounce rates threatening your site’s success.