When someone visits a website only to then either click their browser’s back button or close the window altogether without clicking on anything on the website, this is a metric measured as ‘bounce rate’. In Google Analytics, bounce rate is a very useful way of discovering which pages on your website don’t see much interaction, and with this information, you can decide what to do with each page to keep visitors on your website.
Once you’ve had a look at the pages on your website with a high bounce rate in Google Analytics, take a look at these 4 easy methods for keeping visitors on your website:
#1 Add Internal Links
Adding links to other, relevant parts of your website is one of the best ways of retaining your visitors. People come to your website with an intent; to learn something, to purchase something or otherwise, and without any way of clicking-through to another part of your website, they likely won’t.
For example, say if you landed on a page about the 2017 general election that answers the question(s) you came with, but doesn’t provide any links to other resources such as each party’s manifesto, your interest will likely be lost and on to another site you go!
Internal links also provide good SEO benefits, it is reportedly one of Google’s on-site key ranking factors.
#2 Add A Clear Call-to-action
So, you’ve read the article you came to read and have gleaned the information you wanted…now what? Without a clear call-to-action, your visitors can’t be expected to intuitively know what to do next. This could link to further reading about the topic at hand, a link to a relevant product or contact page, etc. As long as what you are linking to is relevant and will continue to add value to your visitors’ experience, add a clear call call-to-action to entice your visitors to stay on your website.
#3 Check Readability
As well as checking bounce rate, you should also look at the time spent on the pages and website as a whole. If visitors are only spending an average of 30 seconds on an article that takes 5 minutes to read, you know there is probably an issue.
The best thing to do in this situation is to proofread the article again, either by yourself, a colleague or professional proofreader. When checking the article, make sure it’s clear, readable, explains the points well, is laid out well and is enticing to read.
#4 Related Content
Along the same lines as point #1; something a lot of websites utilise successfully is related content. Many websites (think Amazon) have a ‘Related Products’ section to encourage visitors to purchase more than 1 item. You could also do something similar with your blog articles and/or services pages: Related posts and related services are both great ways of getting visitors to vie more content on your website, especially when it is relevant (as it should be).