The bounce rate possibly one of the easiest understood metrics in web design and SEO. It’s a percentage that tells site owners how many people continue to visit the home page and then click on the links there. It’s supposed to indicate how engaging your ecommerce store is and how likely it is to retain the traffic it attracts.
If a bounce rate is high, it’s considered that most of the traffic leaves without advancing further into the website. If the rate is low, then it’s all good; the website is capable of retaining the traffic is attracts.
A low bounce rate doesn’t necessarily mean your website sucks. This metric should be understood in context before applying a fix as described below. First of all, the bounce rate for a website would be naturally high if the domain really only has one page. If your give customers all the information they want in one, long page, then they would take that and leave. Nothing to fix here.
On the other hand, when you run an ecommerce website with many links leading to product pages, a high bounce rate should be very worrying. In a highly linked page, the bounce rate should be kept to a bare minimum. Here are several tips for doing that:
Improve Page Speed
One of the primary factors that drive ecommerce customers away is a slow loading page. E-retail websites are particularly vulnerable to low page loading speeds because of all the pictures and other components on landing pages. It’s highly recommended to work with experienced BigCommerce developers to get your page speed back up.
Google recommends that websites should load under 2 minutes ideally. The faster the better, especially for mobile-specific pages. A higher page loading speed can be achieved by making the site design smoother. There are some technical fixes your developer can undertake, such as by compressing images and code. In any case, do all the things necessary to keep page loading speed at optimal levels.
Get Rid of Pop-Up Windows
Have any pop-ups still on your online store asking people for emails or signups for free trials? Get rid of these immediately. Pop-ups get in the way of smooth navigation. When a user is interrupted by a pop-up when he or she is about to click on a product, the likelihood of that user abandoning the site is high.
Make Links Prominent
It’s possible that users are not clicking on links on the home page because the links are hard to see. Use a standard ecommerce site design theme with prominent links to encourage browsing. Links should not be too large or two small. But they should be visible enough to prompt a click.
Add Call-To Action Buttons
A great CTA button essentially prompts users to take an action on the site. CTAs are not difficult to design. However, the text on the button should be as compelling as possible. Most e-retail websites place a CTA button on top to get users away from the home page into a product page.
Use any of the above techniques to reduce the bounce rate on your ecommerce website. Remember, a bad bounce rate could indicate other fundamental issues with your website as well.