If you’ve been managing your blog or website long enough, you may already know that holding people’s attention isn’t easy. People on the internet tend to be fickle; their attention span is diverted quickly from one webpage or social media post to the next. In this hyper-competitive era of internet marketing, how do you keep someone engaged with you and your brand?
According to online marketing experts, there are a few common mistakes that many people make. If your bounce rate is higher than you like it to be, you’re probably making some of these mistakes yourself even if you might not realize it. Let’s look at some common mistakes that brands and businesses make online so that you know what to avoid in the future.
What Is a Bounce Rate?
If you’ve managed your blog or website long enough, you might have heard the term ‘bounce rate’ before. What is a bounce rate exactly? If you look online, you’ll find several definitions for this term. According to one definition, your website’s bounce rate refers to the percentage of people who only look at the first page of your website before moving on to another part of the internet.
Another definition for bounce rate has to do with conversions. In this sense, your website’s bounce rate is the percentage of people that engage with your website without being converted into buyers or subscribers.
The definition you subscribe to should in large part be influenced by the purpose and function of your website. For example, if you operate a blog site that makes money off clicks and ad revenue, then you will want your audience to click as many links to different pages on your site as possible. On the other hand, if your site only exists to sell something, then page clicks matter far less than the actual number of units sold.
To summarize, a high bounce rate is bad because it means a majority of site visitors are leaving your site too fast or without buying anything. Ideally, you should aim for a low bounce rate. Now that you understand what a bounce rate is, let’s look at a few reasons why your site’s bounce rate is higher than it should be.
Your Page Loads Slowly
As we mentioned previously, people on the internet are impatient. Their attention spans will only last so long before they move on to another website or app. If your page takes several minutes to load, visitors to your site will get annoyed and leave.
You might be familiar with the phrase, ‘First impressions are last impressions,’ and it certainly applies in this case. Once those site visitors leave, it can be very difficult to get them back. If you don’t have the technical knowledge and experience to optimize your webpage on your own, consider hiring a professional web designer to get the job done for you.
When managing your blog or website, you might think that the more content you fill your website with, the better. While it’s important to have plenty of content, it’s equally important, if not more so, to have content that is relevant and engaging. For example, let’s say you operate a blog about the latest tech products on the market. At a certain point, you might realize that fitness blogs are performing better currently on the internet. You decide to upload fitness blog posts to your blog. You might get away with perhaps one, maybe even two fitness blogs before you notice your bounce rate increasing. Why is this? After all, the data suggested that fitness blogs were doing well.
In short, your core audience was coming to your blog page for the latest tech news and trends; they never wanted to read fitness blogs. If you want to discuss topics that are popular on the internet at a given point in time, try to do it through the lens of your existing brand.
For example, you could have written about the newest fitness-related tech products on the market. Once you find what appeals to your core audience, make an effort not to alienate them, which will have a direct impact on your bounce rate.
In the past couple of years, many people on the internet have become hyper-aware that a lot of the information they’ve been consuming online has been unreliable, unverified, or just blatantly wrong. Now more than ever, there is a high demand online for well-researched, unbiased information. If you want to keep your audience engaged or convert them from viewers to customers, one of the best things you can do is provide them with information that they can trust.
By positioning your website or blog as a source of authentic information in your field, you’ll stand out as an expert in your niche. This will go a long way in helping you earn the trust of your audience, and building long-term connections between your customers and your brand.
On the other hand, visitors that spot misinformation on your website or blog will quickly leave, and this will directly increase your bounce rate.
Un-optimized For Mobile
In the past, owning your blog or website was easier because you only had to worry about how it looked on computer screens. Today, your audience is split between computer screens, tablets, and smartphones. Most people regularly switch between at least two of these mediums.
This means that you will need to design your blog or website so that it looks good and also functions well across all three platforms. If you decide to focus on one platform over the other, you might be able to satisfy the segment of your audience that only uses that one platform, but you’ll leave the rest of your audience dissatisfied.
If your website or blog isn’t optimized for every platform, it’ll struggle to hold the attention of your visitors, and your bounce rate will increase.
Now That You Know
Now that you know a few mistakes to avoid when managing a website or blog, we hope you use this information to improve your internet presence and grow your brand or business online.