In marketing, you’re always looking for new ways to increase traffic to your website, generate more sales and increase revenue. You run advertising campaigns, create multimedia content, work with agencies and influencers.
What if, by improving a single metric, you could massively increase the performance of your website or web store and even improve its ranking in search engines?
You already have an idea of what that metric might be. It is the bounce rate. And that’s exactly what we’re going to explain to you today.
What is bounce rate?
Bounce rate is the percentage of visitors who land on your website but then leave without visiting another page. In other words, it is the percentage of website visitors with only a single page view. Avinash Kaushik described the bounce rate in his book (pg. 168-170) as short visits of 5 to 10 seconds.
But how does a high bounce rate occur and what does it mean? The bounce rate gives you a clear picture that a number of different problems exist on your website, or generally the customer experience is not elaborated enough. This entails a number of negative consequences. Among other things, the search engine ranking is strongly influenced by it. Google draws the conclusion that due to a high bounce rate the user’s search query could not be answered. As a result, Google lists your website further and further back. This must be prevented at all costs.
Why is it necessary to keep the bounce rate as low as possible?
Now you know what the bounce rate is. So let’s see what bounce rate means for you.
Basically, you should assume that users who land on your website are interested in the product or service you offer. If the users leave your site immediately, it means that you have not managed to convince the customers, to bind them to your brand. Every bounce is a potentially lost sale. The users could switch to another company in the meantime and make use of the offer there. This can and should be prevented.
What is a good bounce rate?
It’s never easy to give numbers, as a large number of factors are involved. For example, bounce rate from new websites should be taken with a grain of salt. It also depends a lot on the subject area in which you are operating. However, according to customedialabs.com, a few trends can be identified. These are just approximations and can differ greatly from reality. However, we can strongly recommend striving for numbers like these:
- Retail and eCommerce websites: 20% – 45%.
- B2B websites: 25% – 55%.
- Lead generation websites: 30% – 55%.
- Non-eCommerce websites: 35% – 60%
- Landing pages: 60% – 90%
- Blogs, news sites: 65% – 90%
Blogs usually have very high bounce rates – up to 90%. E-commerce websites are more favorable and can settle around a rate of only 20%. This also depends heavily on where your traffic is coming from.
Users who come to your website via organic search will usually stay on it for a shorter period of time than people who visit you through a newsletter or a QR code.
If you want to find out what a good bounce rate is in your subject area, you can find out a lot with tools like Google Analytics. Use such tools also to get an idea about your key figures.
How can you reduce your bounce rate?
As with any topic, there are too many answers to count. Classic methods such as improving the speed of your website, the use of videos, offering a search function and employing a beautiful design are points that you must always keep in mind. These are factors that, in best-case scenario, you have already planned for before setting up the website.
If you already have a website and the above mentioned points are perfectly implemented, your site will be set for an enticing call-to-action (CTA), which is really good. A really good call-to-action can minimize your bounce rate many times over. In addition to creating the right CTA, you also need to find the right time for it. This can vary from industry to industry and brand to brand.
So what can we do? An analysis of your customer journey is essential. You need to know where and when your customers move on the website. This will help you find out the right time to fully play out your gamified customer engagement.
Examples of how you can influence your bounce rate with games
To give an example, you can use simple tools and plugins to show your interactive CTA even when a customer moves their pointer towards the “close window” button. If your pop-up offers an important added value for the customer, they will participate in the game. Present your game in an attractive and simple manner, and show what can be won. If the customer wins something, e.g. a voucher, they have an additional incentive to stay on the page and make a purchase directly.
In industries where products or price comparisons are common, gamified content and CTAs are also suitable. If you as a provider can bind your customers in a more interesting and appealing manner, you will outdo your competitors. You want to be the first provider to gain valuable customer data. Here, too, the focus is on creativity, timing and the reward for your users.
Personalization also plays an important role in the bounce rate. The more personalized the content is to the user’s interest, the lower the bounce rate. For this purpose, digital questionnaires or personality tests, for example, are well suited to slowly introduce users to the right product or topic and issue individual CTAs. An example of this is the image below of the BiederMeier personality test. Customers who were in the online store had the chance to answer different questions and get a purchase suggestion directly. This not only lowered the bounce rate, but also increased sales.
As you can see in this analysis, the correct use of the technical means available today – and a bold, timely approach to your customers – can massively reduce the bounce rate from your site. As an additional benefit, you will gain a boost to your SEO ranking.
If you have any questions, comments or require help by implementing your game – the Brame team will be happy to help. Do not hesitate to contact us.