Having a leisurely amble down our local high street a few Saturdays ago, me and my other half spotted a pub we hadn’t really noticed before. It was really quaint and old fashioned looking – a proper British Pub complete with fresh pretty hanging baskets and a couple of pub benches out the front. We were conveniently on our way to Sainsburys to grab some food so thought we’d go in here instead for a nice pub lunch.
On entry to the pub, it seemed a lot smaller than it looked and there were a group of five portly shaved-headed geezers watching the West Ham game on TV. They all spun around from their seats and gave us an inspection – one had tattooed tear drops on his face and the others were scowling and looking perplexed that we were there. Suddenly we completely forgot why we were in there in the first place and quickly retreated back to the safety of the highstreet.
When I think back on it, there were all kinds of reasons we bounced… but what if we missed out on the best hunters chicken this side of the river? Did we judge too quickly?
Every day people are experiencing this on your website so you need to ask yourself what you need to do to make them stay and spend money.
Your “bounce rate” is when people treat your website like a dodgy pub and leave within seconds. It’s the percentage of visitors who land on the home page and immediately leave without engaging with any content. In a nutshell, it’s people who simply saw the page they landed on and said “nope… that’s not for me.”
Bounce rates are important particularly if you work in inbound marketing where you are responsible for passing leads onto your sales team. A high bounce rate is a good indication that you’re not doing a great job!
Not to fret though, here are the 10 most common causes of a high bounce rate – they’re easy to fix and you can get started today!
1) Driving the wrong traffic to your page in the first place
If your landing page sells a product that’s targeted at the lending industry but you target advertising and social media to the broader group of all financial professionals…. You are close but not near targeted enough with your approach.
Anyone with a budget can drive tonnes of traffic to a landing page… the question is whether or not you can drive the RIGHT traffic to your website. The right traffic is the people your product or service is specifically targeted at – the ones who are likely to convert to a sale.
2) Slow page load times
There are a few factors that cause a slow page load time:
- Using the cheapest hosting company you can find
- Huge image sizes
- Custom fonts that need downloading before anyone can even read the page
Remember that people will leave your site if you make them wait more than 4 seconds – aim for 2 seconds to be safe. A great tool to test your page load time can be found here
3) No clear call to action
One button to click to avoid “choice overload” – easy to find and eye catching! That’s all you need J
4) Asking for too much information
We get why you’re asking, you would like to know as much as possible about your customer so you can create a clear lead for the sales team. However, do you really need to know their address, age and mother’s maiden name?
As a general rule, you should not be asking for information that won’t directly assist you in getting to the next step in the sales cycle. Technically, that should just be a name and method of contact surely?
5) Pretending that everyone accesses the internet on their desktop and don’t use their mobiles!
Mobile digital media time in the is now significantly higher at 51% compared to desktop (42%) – so mobile should be a huge part of your thinking process.
Visitors having to pinch and scroll to view your contact will be gone within seconds.
6) Bombarding visitors with alternative offers
I LOVE going to a page that might solve my problem only to be greeted with an auto-playing video at the highest possible volume first. I love that this website has just helped itself to my data package and I always stick around to the end of that experience just to see what happens….
Something to consider when producing your content….
7) Too much! Too much!
There’s attention grabbing and then there’s attention grabbing on steroids – keep the page simple, ensure your call to action is visible and a visitor can clearly see what your company provides.