Understanding Your Bounce Rate: Why Are Visitors Leaving Your Website Blog So Quickly?
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Your blog is critical to your content marketing strategy. Although one of the main goals is to use your blog to attract new visitors, it won’t do any good if they abandon your website after only viewing one page. If your visitors are leaving too quickly, it means that you can’t nurture them through the sales funnel or ultimately convert them. You can tell if too many visitors leave your site too quickly by monitoring your bounce rate.
Understanding Your Blog’s Bounce Rate
The bounce rate of your blog refers to the percentage of visitors that leave after viewing only one page. Online marketing is all about engagement, and bounce rate can tell marketers a lot about how engaged their leads are with their content. Generally speaking, the average bounce rate is between 40 and 50 percent. If your bounce rate is significantly over 50 percent, you have an issue.
What is Causing Your High Bounce Rate?
The following are some of the potential issues that could be causing visitors to leave your site after viewing only one page, resulting in a higher-than-normal bounce rate:
1. The blog content is poor: Visitors won’t want to stick around if your content is of low quality. Your blog should be well-written and provide ample value to convert visitors into leads and ultimately customers. Make sure that your content is informative and not promotional, and avoid basic spelling and grammar mistakes.
2. The page attracted the wrong audience: If your blog content isn’t relevant to your visitors, they’ll leave without exploring your website further. To ensure that you don’t attract the wrong audience, make sure that you do thorough SEO keyword research so that the keywords you use are relevant to your blog posts and your target audience.
3. The blog page loaded too slowly: If you want to keep visitors on your site, it’s essential that your blog loads quickly. If a blog page takes too long to load, a visitor may decide to leave your site before the page has fully loaded. Most people won’t stick around if your page takes more than three seconds to load.
4. The website’s navigation is confusing: There may be nothing wrong with your content in some cases. It’s just that visitors don’t know where to go next. You need to make navigation clear — there should be a navigation menu at the top of your blog along with a search bar. Additionally, you should use internal links throughout your text that guide readers to relevant resources throughout your website.
5. Visitors are landing on an Error 404 page: The 404 “Not Found” page is the page that displays when someone attempts to reach a nonexistent webpage. If visitors are getting an Error 404 page, you may have a broken link on your site. Visitors will leave your site quickly because they expect to find the page they requested.
6. Your content is difficult to read: Your content may be well-written and informative, but visitors won’t bother if it’s difficult to read. For instance, a giant wall of text will cause massive eyestrain to get through. Break up your text using headers, bullet points, numbered lists, and images. Doing so makes your blog easier to scan and easier to read.
7. There’s no CTA: Make sure to create a call-to-action (CTA) for every blog post. If your visitors don’t know where to go or what to do next, they’ll probably just leave the website. You have to tell them what you want them to do (e.g., subscribe for future blog posts, follow on social media, click through to relevant pages).
8. Visitors don’t trust your page: Trust signals are crucial to getting visitors to stay on your website. Trust signals are evidence points that will make visitors feel safe exploring your website. Social media links, HTTPS certification, embedded star ratings and reviews, client logos, certifications, and industry association logos are all examples of trust signals you should have on your page.
9. The landing pages don’t match your content: If a visitor clicks on your CTA link and it takes them to a landing patch that doesn’t match (for example, if the offer, subject, or even language is different), then they’ll be hesitant to convert all the way and will be more likely to back out of your site altogether.
10. Your blog isn’t mobile-friendly: A large portion of your audience will visit your blog on their mobile devices, such as their tablets or smartphones. If your blog isn’t mobile-friendly, it won’t display correctly on their smaller screens. As a result, they’ll have trouble reading and navigating your blog and will probably leave out of frustration.
11. Too many ads make your blog feel spammy: If you have too many ads on your blog, visitors may think that your website feels a little spammy. Filling your blog page with banner ads and pop-ups will only hurt your user experience. Because most visitors don’t want to be overwhelmed with ads, they’re not going to bother visiting other pages on your site.
12. Your opt-in form doesn’t work: A sign-up form is a valuable tool because it allows visitors to join your email list. If your opt-in form isn’t working correctly, you won’t be able to convert leads — and they’ll end up leaving out of frustration.
Monitor Your Blog’s Bounce Rate
A bounce rate that’s too high can indicate that there’s any number of issues with your blog. You must monitor your bounce rate to ensure it doesn’t exceed 50 percent by a significant amount. If it does, thoroughly evaluate your blog to determine the underlying cause and address it before you lose any more potential leads.
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Last Updated in March 2022 by Lukasz Zelezny