High Bounce Rate? Maybe Your Content Is Too Compelling


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.