By Aaron Schinke
Editorial comment: ‘Bounce rate’ is an Internet marketing term that represents the percentage of visitors who enter your website and “bounce” (leave the site) rather than continue viewing other pages within the same site. There is no industry standard minimum or maximum time by which a visitor must leave in order for a bounce to occur. Rather, high bounce rate is determined by the session timeout of the analytics tracking software.
In fielding questions about bounce rates, the question usually revolves around a bounce rate being too high. One of the most understood reasons for this is over-compelling content! Let’s finally shine some light on this often-misunderstood problem and learn how to avoid stimulating your visitors.
Problem #1: TMI – We’ve all heard of TMI (too much information) but you may not have heard of “TMUI” (too much useful information). Bounce Rate enemy number 1. This is what you really need to watch out for. TMUI can lead to higher bounce rates by answering all of your visitors’ information in one place.
Fix: Don’t be afraid to spread any pertinent info around your website. This way your visitors will be compelled to search your site for the rest of the information they need! You’ll find that this strategy could also increase your pages per visit. Awesome!
Problem #2: Too specific – This is similar to TMI, but I see it all the time so I had to make sure I covered it. Often times I visit webpages and when I’m done reading about a product I have no questions left to answer… so I leave to go buy the product or try out the advice given… BAM! That’s a bounce.
Fix: Be general. You may also want to consider using stock photos and the oldest manufacturing information you can find. For the advanced marketers out there, you may want to try leaving some questions unanswered altogether. Not only will this ensure a lower bounce rate but it may even increase your leads! It’s all about leads and conversions, right?
Problem #3: Actionable Info. Does the information on your web page offer directives or advice? Does it suggest taking action, especially *gulp* off of the webpage or even the Internet! This could lead people off of your site to confirm your suggestions or even in to your store!
Fix: Be passive! The purpose of a webpage is to just barely, almost subliminally, create awareness. Avoid words such as “buy”, “try” and “do”. You may also want to avoid incentives, and limited time offers.
The reality is that this is a common occurrence problem in our industry. All too often we become entrenched in analytics and statistics and lose sight of how it all relates to the bigger picture, the ultimate goal: business results.
Aaron Schinke is Director of Digital Marketing for DealerFire.com. Read the full article here.