Convincing internet users to click on a link to your website requires hard work. You cannot just publish content online and then watch the traffic to your website go up. Most of the time, for a website to gain a steady stream of visitors every month, there is a lot of advertising and marketing effort involved.
However, all the search engine optimization and pay per click ads will be for naught if the moment a potential consumer arrives at your website, they click back out.
A bounce rate is the number of visitors that lands on a website and leaves without clicking web pages or making a purchase. A high bounce rate for a website, especially an e-commerce site, is bad news. It means that the owner is doing something that may be chasing consumers away.
Your Website is Unappealing
The website design has an influence on its bounce rate. Your visitors form a first impression based on what they see on your website, guiding them as they make a decision whether your business is trustworthy or not.
This problem would be easy to solve, but you will need to hire professionals to give your website a makeover. The process will involve choosing a color palette that works with your brand, uploading graphics, choosing a nice font, etc.
The design should have the user in mind. Put yourself in the shoes of a visitor seeing your website for the first time. Is the video that auto-plays on the top of the page distracting? Does the sudden sound make you jump?
You also should prioritize putting up the information that your visitors may be looking for. Everything from product description to your contact information and office address should be included on the website to build trust and to make the visit worthwhile.
Your Website Takes Time to Load
Nowadays, people are used to having anything they want instantly. With a click of a button, they can make a purchase. By accessing an app, they can watch their favorite movie or listen to their favorite song.
If your website cannot give consumers exactly what they want in an instant, you would lose their attention.
Speeding up a slow website is the key to lowering your bounce rate. Do not give the visitor a chance to click the back arrow. Remove every unnecessary element that may be clogging up your website like Flash. Clean up characters that may be slowing down your coding, too.
Google recommends that websites fully load within two seconds. If not, potential consumers would exit your website and check out your competitors.
Your Website is Not Mobile-Friendly
If your website is not optimized to respond to smaller screens such as a smartphone or a smartwatch, then you are seriously behind the times. More people are accessing the internet through their mobile devices. Having (or the absence of) a website that adapts to the size and shape of a screen is also a requirement for SEO. Your ranking in search results would suffer greatly if your website is not set up to be viewed on a mobile device.
You would need to hire a developer to make your website mobile-friendly.
You Do Not Recommend Similar Content
Once you caught the attention of a potential customer, the next challenge is to keep it. Ideally, a visitor would not just look at one webpage. They should click a link to another webpage and scour your website for more content. At the end of the visit, the goal is to make them purchase at least one product that you are selling.
So, when a visitor clicks an ad and lands on your website, you should entice them with content that is similar or related to the one that they thought was interesting enough to take a closer look. If it is a product, items that are popular with other customers might encourage them to check out another web page. If it is a story, related content will make them visit another web page.
You Publish Poor Quality Content
A headline may have grabbed a reader’s attention, but if the writing is bad, they are more likely to click out quickly. This results in high bounce rates.
In an e-commerce site that sells a product, poor quality content would chase potential customers away, too. A photo of a product that is taken in a dim environment or a description that has grammar and spelling lapses turn the customer off.
If you want to lower your website’s bounce rate and increase sales, strive to publish high-quality content at all times.
The ideal bounce rate is 40% and lower. There is no such thing as zero because, if you reach that point, then, more likely, something is not working as expected. However, if the bounce rate is higher than 70%, then that is a cause for worry. You should look at what is causing your visitors to dip before they make a purchase or check out your catalog.
Meta title: Reasons Why Your E-Commerce Site Has a High Bounce Rate
Meta description: If your e-commerce site has a high bounce rate, then consumers are leaving before they make a purchase. Find out what is causing your website’s high bounce rate and what you can do to change it,