As a marketing consultant in Surrey, a key marketing question I am often asked is:
‘How can I reduce my website’s bounce rate?’
Just as a reminder – the bounce rate is where visitors come to your site and then leave (bounce off) immediately.
What you want, of course, is for them to stick around on the site, interact with it and then take action.
Your Most Wanted Response
You must know what action you want visitors to take and then ensure that everything on the page directs them towards that action.
This could be to buy a product, contact you, download a free report etc.
This means that you must avoid bombarding them with too much information otherwise they’ll end up confused, not knowing what action to take.
What you say and the words you use are fundamental in the conversion process and there are three basic rules for your copy.
- Speak Their Language
Your copy should be conversational and relaxed. Write as if you were having a conversation, avoiding corporate-speak and jargon.
- Keep it Simple
Use short, simple words. Help is better than facilitate, use is better than utilise.
Keep sentences short, avoiding any unnecessary padding words.
Use contractions – we’re instead or we are, you’ll not you will.
- Keep it Relevant
Focus on your visitors’ problems and your solutions.
Talk about your visitors and not about you. As a rule of thumb, you should use “you” twice as often as you use “we”.
The right images are hugely important. They draw visitors into the text and engage at a subconscious level.
- Avoid Stock Images
There are certain sorts of stock images that we’ve all seen a thousand times – the shaking hands, the shiny, young people crowded around a laptop. These sort of images make your site look generic and “me too”.
- Use Images of People
People are drawn to people – a shot of someone using a product is more engaging than a stock product shot. The trick is to use people visitors can identify with.
- Consider Loading Times
If an image loads too slowly the chances are visitors won’t wait.
Increasing the effectiveness and conversion rate of your home page is an ongoing task.
Your objective is to discover the ultimate version and the only way you can do this is by split testing.
The key thing is only to test one element at a time – this way you know precisely what element has effected the change in response.
Every time an improvement is achieved, that page becomes your control.
The elements to test should include:
- Colour scheme
- Calls to action
- Special offers
- Copy changes
There are many A/B Testing tools available online that manage this process for you. Most tools charge, but there’s also Google Analytics Experiments – an excellent tool, that’s free to use.
Free Bounce Review
If you’re concerned that too many of your visitors aren’t engaging with your website and are bouncing off, I’ve got a special offer for you.
I’ll do a free review of the factors influencing your bounce rate (normal cost £299) and give you a report of the actions you need to take to make your website more “sticky” and to drive more response and engagement from your visitors.