Every blog owner wants his / her blog to be visited by visitors every day. Various SEO optimization steps are also applied to get satisfactory traffic numbers.
However, after that came another problem, namely those visitors only opened one page and were not interested in browsing other pages on the website/blog. This situation is referred to as the bounce rate.
What is Bounce Rate?
Bounce rate is the percentage of visitors who leave the website immediately after opening only one page ( Google Analytics ). Yoast SEO added, bounce rate is a condition where visitors only open one website page without taking any action. They don’t press read more links, menu buttons, CTAs, or other internal links on the page.
Bounce rate is calculated using the division of single page visits to all incoming traffic. For example, say your website gets 1000’s of traffic and 500 of them are single page visits. So your bounce rate is 50%. A higher percentage bounce rate indicates something is wrong with your strategy.
A high bounce rate indicates one of two possibilities. First, the quality of the content on the page is too poor so that visitors are not interested in exploring other content. Second, the content is not in accordance with the visitor’s intent so that they look for content from other websites that match their wishes.
At this point, you may have started wondering whether your website or blog has a high bounce rate. You don’t need to calculate manually because you can use Google Analytics to find out the bounce rate of your website/blog. If you don’t have Google Analytics on your website, you can install it by following the guide to installing Google Analytics in WordPress.
How To Check Bounce Rate In Google Analytics
Here’s how to check the bounce rate in Google Analytics:
- Open Google Analytics
- Klik Behavior > Overvie
- Get an Overall Bounce Rate Summary
In the overview menu you will get the average bounce rate of all pages on your website/blog as below:
- Open the Bounce Rate Per Page Report
You can also get a bounce rate report per page by opening the Full Report menu and a report like the one below will appear.
Have you received a bounce rate report for your website/blog? Is your website’s bounce rate high? If so, don’t worry because this article will guide you on how to lower the bounce rate.
9 Ways To Lower Bounce Rate
1. Improve Content Quality
Even though visitors have visited your website, they don’t necessarily read your content to the end. If your content is not well organized, visitors will have a hard time reading it. Visitors who have difficulty reading your content will switch to other websites with similar content that are neatly arranged and easy to read.
Remember, your content is not the only one on the internet. There are thousands or even hundreds of thousands of other websites/blogs that discuss similar topics. So you have to be able to create the best possible content so that visitors don’t switch to other websites or blogs. How to?
First, divide the article into short paragraphs. Internet users are accustomed to speed reading and short paragraphs make it easier for them to read quickly. When viewing a long paragraph, the reader cannot immediately see the point of the paragraph.
Second, take advantage of subheadings. Subheading helps readers to find important points in an article. For example, in this article there are three important points that I want to convey, namely What is a Bounce Rate, How to Check Bounce Rate, and How to Lower Bounce Rate. I wrote these three points using Heading 2 from WordPress.
Third, add interesting visuals. Readers will easily get bored if they only see the text from the beginning to the end of the article. You can add photos, illustrations, infographics, or even videos in your articles. In addition to making articles more interesting, visual media also makes it easier for readers to understand your content.
2. Create An Interesting Storyline
If in the first point I explained more about improving the quality of the content technically, in the second point I would like to emphasize an interesting storyline.
Neatly arranged content, an ordinary storyline will be inferior to content that is neatly arranged and has an interesting storyline. Remember, there are thousands of content competing for the same keyword. So your content must be truly outstanding among other content, both from a technical point of view and storyline.
A story line (storytelling) is considered good or interesting when the reader feels relatable to the story. Good storytelling makes the reader feel as if he is reading his own story or experience.
One effective way to create relatable content is to use second person pronouns like you, you, or lo, according to the style of language that suits your audience. Using second-person pronouns, you can create an interactive storyline as if the author was talking to the reader.
Also, put yourself in the reader’s shoes. When writing an article, ask yourself, what problem does the reader face? What solutions can you offer? What do readers want to know? What terms will be easy for readers to understand? That way you will write content that readers really need.
3. Use Popups Appropriately
There is a lot of debate about the use of popups. On the one hand, popups can help you get leads through your blog or newsletter subscribers. On the other hand, popups are still not liked by most users.
You can still use popups, but don’t overdo it. What I mean by exaggeration here is that visitors are constantly presented with popups every few minutes when reading content.
Excessive use of popups will only encourage visitors to close your website pages. According to one study, 70 percent of website visitors find excessive and irrelevant popups annoying. So try to set the popup to appear properly so that visitors are not upset.
4. Choose A Relevant Topic
If your website or blog gets traffic from keywords that are completely unrelated to the product or service being sold, chances are the bounce rate will be high.
When doing keyword research, in addition to high search volume, you also need to consider its relevance to your product. For example, the product you sell is clothing, but you write a blog article about the Indomie donuts that are currently popular.
Your blog may be able to get high traffic from the topic, but also followed by a high bounce rate because the topic is not relevant to your product.
5. Create Content According To Search Intent
Imagine, you type a keyword on Google and then you click on a website in the search results. After you read at a glance it turns out that the content on the website is not what you expected. What would you do? Of course repeat the keyword search process until you find content that matches your intent and desires ( search intent ).
The situation above is an example of why search intent is one of the components that determine the high and low bounce rate of your website. Readers will immediately leave your website when they know your content is not what they expected. On the other hand, if your content lives up to expectations, they will read it to the end.
To create content that matches the reader’s search intent , you need to understand the various search intents first. In general, keywords are divided into four based on search intent , namely informational, navigational, commercial investigation, and transactional.
First, informational keywords are types of keywords that lead readers to content that provides a complete explanation of a topic. For example, when typing “how to create a blog”, readers want to read the content that guided them to create a blog from beginning to end.
Second, navigational keywords are keywords that usually lead directly to a particular brand. For example, keywords like “facebook”, “twitter”, “youtube”, or “instagram”. When typing these keywords, users want to be directed to the official website of the brand, not to an explanation of the history of these brands.
Third, commercial investigation keywords are keywords that searchers use to get information about product comparisons from several brands.
Examples are keywords like “best shoes”, “best gaming smartphone”, “best gaming laptop”, or “best mouse”. When searching for these keywords, users want to compare the strengths and weaknesses of each brand.
Fourth, transactional keywords are keywords that searchers use when they are already in the purchase or transaction phase. Usually searchers use keywords that indicate transactions such as buy or sell. For example, “buy a laptop”, “buy a domain”, or “buy a smartphone”.
6. Increase Website Speed
One of the things that most website visitors hate is slow loading. Long website loading makes website visitors irritated and they end up looking for other websites that can provide faster information.
No matter how good the content you create, website visitors have no tolerance for slow loading. According to Google, 53 percent of internet users leave websites that take longer than 3 seconds to load. In addition, 79 percent of people who are disappointed with the old loading website stated that they would not return to the website again.
7. Create A Mobile Friendly Design
Mobile devices are the most widely used devices by Indonesian internet users to access the internet. Based on a Google survey, 94 percent of Indonesian internet users access the internet via mobile devices.
With smartphones as the main device for Indonesian internet users, website and blog owners are required to provide a mobile friendly website. Unfortunately, not all website themes provide responsive website themes on mobile devices. You can make your WordPress theme mobile friendly with the help of a plugin.
8. Set Link To Be “Open In New Tab”
In a content, of course you put at least three or four links, both internal and external links. Platforms like WordPress automatically set the reader to open the link in the same tab as the current page.
Unfortunately, doing so will ruin the reader’s experience as they need to hit the back button to return to the first page.
Imagine, if a reader opens five links in an article, they need to press the back button many times to return to the start page. Of course it is tiring for the reader and detrimental to you because the higher the exit rate, which means the bounce rate also goes up.
Therefore, you need to direct blog/website readers to a new tab when clicking a link in an article. That way the reader does not need to press the back button many times to return to the first page. You can easily modify the open link in new tab settings in WordPress with the help of the WP External Links plugin .
9. Show Credibility
When looking for reading sources from the internet, readers want to get information from credible sources, not fake blogs.
The credibility of your blog can be seen from the theme you use, make sure to use a professional theme. Professional WordPress themes don’t always have to be paid. You can find a wide selection of professional WordPress themes in our article on free WordPress themes and cool blog templates.
In addition to the theme you use, you also need to show proof of the credibility of your blog. One way is to display a blog author profile such as on the ActivelyShare Blog. Blog author profiles are useful for convincing readers that the articles on the blog are the result of writing by experts.
Bounce rate is one indicator that you should monitor regularly. A high bounce rate indicates that you need to improve your content strategy. It could be that the content written is not in accordance with the reader’s search intent or the website/blog loading is too long so that the reader is impatient and leaves your website.
It is hoped that the nine ways to lower the bounce rate above can help you make visitors feel more at home on your website and not just visit one page. Good luck!