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This text is a translation and paraphrase of the original text "Reduce your bounce rate" published in The SEO Handbook.

The initial question is how to make visitors stay longer once they have entered the site. Explains David Deutsch.

We all want our site is at the top of the list in Google searches. But that's only half the story of what happens when people have clicked on the link on our site? Do they stay in while on the website and read about offers or leave it and go? Obviously, we want the first pass, then, what should we do to make this occur?

When visitors do not find something interesting in the first impact site, they go away. This effect is known as abandonment, rebound or bounce rate (in English). A website with a high dropout rate with good quality sources is an indicator that the site is not meeting the expectations of visitors.

Traffic Sources

Reduce the dropout rate is a great first step to improving performance and conversion rates. First, it is necessary to analyze the leave of each of the traffic sources and focus efforts to reduce dropout rates in the sources that have higher traffic conversion as:

  • traffic from the search engines,
  • email marketing campaigns,
  • membership campaigns.

Overlook traffic sources of low quality, such as:

  • no known reference locations,
  • social networking sites,
  • directory sites randomly.

Design landing page

The design of the landing page or landing page can really make a difference in reducing the dropout rate. There is no recipe for landing pages, each can be very different depending on the nature of your site. However, here are some useful tips:

  • The header must directly refer to the site where visitors come ad copy or viewing.
  • It is vital to use a clear call to action. A good example is: "Only € 99 per night at the Hilton Hotel in Paris Book.". A bad example is "cheap hotels in Paris, the city of the world Romantic Choose from 300 hotels in Paris, France.".
  • Clarity and consistency are very important at all times. The content should be clear and specific (not general or vague). Visitors are to read about a particular topic and not appreciate the waste of time.
  • The landing page must have a hierarchy. The most important information should be at the beginning and preferably listed or easy ways to read.
  • And finally, the simple. Simply place in these pages information to the desired objectives.

Testing

How can we know that after changing something is working or not? There is no clear answer, and the answer is we can not know. You have to try everything.

Some ways to test are:

  • Create a campaign and compare it against the other,
  • Use the same URL of the page where it is being tested,
  • Use a tool such as Google Analytics for comparisons,
  • Use at least a sample of 500 visitors.

Golden Rules

Finally, here are some rules of thumb to remember when you are testing landing pages.

  • There are no bad ideas until they are in action.
  • Make a different landing page for each keyword having at least 500 clicks monthly. This will allow the specific topic you have all the necessary care.
  • Send at least 500 visitors in the same tuple-source word for correct statistics.

Good Luck!

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