How to Reduce Your Online Store’s Bounce Rate to Improve Sales

Improving your online store's bounce rate

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Does your online store have a high bounce rate?

Having a high bounce rate is one of the biggest e-commerce conversion killers. If most users abandon your site as soon as they land on it, then you can’t convert them into subscribers or customers.

However, you might have a difficult time accepting the fact that having a high bounce rate means there is something about your online store people do not like. You love your website so much that you do not know why people can’t think or feel the same way towards it.

There’s nothing to worry, though, as we are here to share ten tips on how you can reduce your e-commerce website’s bounce rate:

Optimize Page Load Times

Photo by Castorly Stock from Pexels

Of all the things that can contribute to a high bounce rate in your site, a slow loading site probably the most damaging.

The thing is, a whopping 40 percent of desktop users bounce off of your site if it takes more than three seconds to load. Moreover, 53 percent of mobile users will also do the same.

A slow-loading page is one of the most common causes of page abandonment, with a 7 percent decrease of engagement for every second of delay in load times.

Now, this drop in engagement is perhaps one of the most common problems of those in the e-commerce industry. And given these data, there’s certainly a link between your page speed and your site’s overall bounce rates.

To resolve this, go to Google’s PageSpeed Insights tool, as well as the mobile speed test tool. Also, before you can think about looking at your page’s content, ensure that users can actually view them.

Use Smart Content Formatting

Have you ever tried clicking through a blog post or page, only to see an immense and intimidating wall of text? If you did, then you’re probably aware of how discouraging it is to your readers.

Even if you create content that you think is valuable and unique, the thing is, it won’t matter to your readers.

Most of them are quite scared of the prospect of wading through chunks of texts. So, formatting your pages to be as welcoming and readable as possible is one of the ways you can decrease your bounce rate.

The less “work” a user needs to do to get what they want, the more likely they’ll stick around.

So, don’t overwhelm your visitors with lengthy paragraphs and long blocks of text. Make sure that you use whitespace to make it look more approachable to the reader.

Here are additional ways to make your content less intimidating:

  • Use headers appropriately
  • Pick relevant images
  • Frequent subheadings
  • Utilize bulleted lists

When providing them with useful information, use a line break often, or insert an image between paragraphs, rather than using large blocks of text.

Using these formatting options allows your content to be more accessible, making it easy for the reader to skim and scan your content, then pick the points that are relevant to their needs.

Trust your readers to know what they need, and readily give it to them.

Use Engaging Images and Videos

Photo by Kaboompics .com from Pexels

Videos and images can naturally increase engagement, which is precisely why most Facebook posts that have images are likely to be shared 2.3 times compared to those that don’t.

Placing relevant, optimized images will allow users to engage with your content. That way, you can encourage people to learn more about your brand and what you have to offer. Doing so helps you achieve good bounce rates.

Just keep in mind that the reason you’re adding multimedia content is to make sure that they increase engagement and readability, and not hurt the loading times of your page.

Have a Clear Call to Action

Most of your site visitors could decide within seconds whether they want to stay or move on to another website.

Meanwhile, knowing what they immediately want after landing on your site (what you want to offer them and what you want them to do) is essential for convincing your site visitors to convert. So, as soon as visitors land on your site, immediately describe what you are selling to them. Make sure that you have a clear CTA so that visitors will know what steps you want them to take.

Apart from that, make sure that you’re clear and honest about what you’re offering from the get-go to prevent people from wanting to leave as soon as they arrive on your site.

Revamp Product Pages

Finding the right balance on your product pages can be tricky. A lot of e-commerce sellers struggle with this on their site. If you provide too much information, this bogs down the whole user experience, forcing the prospect to go to another site to get more concise details. On the other hand, if your product page does not contain enough information, then users are likely going to seek out that information elsewhere.

Target Abandoning Users

Now, despite your best efforts, there are still some users who will leave your site. Often times, it is not your fault. Maybe something happened in their personal life, prompting them to leave. By this time, you are faced with two choices ‒ either let them go or work on converting them into a subscriber.

By tracking when a user is about to leave your site and showing them a targeted message, you will prevent them from leaving. In your exit-intent pop-up, you might want to show them a discount. But keep in mind that once the user decides not to accept this offer, they can close their window anytime and might not come back again.

Most sites, on the other hand, will just ask the user for their email address. This allows you to stay in touch with them while still sending relevant offers that might interest them. And if you combine your exit offer with a subscription form, this allows you to stay in touch with them.

Use Logical Internal Linking Structure

Many marketers advocate in placing dozens of internal links in the content to fight off high bounce rates. Although this strategy could work, it could also backfire.

We’ve all seen sites that link internally with every other sentence, and this doesn’t seem to work well. Not only it looks awful, but it also doesn’t enhance the user experience or provides readers with something genuine.

Create Easy Navigation

If you offer a wide range of product categories, ensure that these options are presented clearly. Provide users with broad options to choose from, and allow them to pick their path from there.

Optimize for Mobile

Photo by PhotoMIX Company from Pexels

We have to reiterate this again and again because there are still a lot of sites that are still not optimized for mobile.

The number of users accessing the internet via mobile is increasing every year, and failing to optimize your site would cause users to bounce and look elsewhere.

A/B Test Everything

When it comes to reducing your bounce rates, you cannot just rely on hunches and gut feelings. You have to A/B test everything.

By split testing various site elements, you’ll be improving the overall user experience of your site.

We hope that the tips that we have listed above will help you reduce your e-commerce store’s bounce rates, improve your engagement, and boost your conversions.

About the Author

Jake Rheude is the Director of Marketing at Red Stag Fulfillment, an eCommerce fulfillment warehouse that was born out of eCommerce. He has years of experience in eCommerce and business development. In his free time, Jake enjoys reading about business and sharing his own experience with others

Comments (2)

  • Avatar
    Martin Reply

    Great post. I watched a friend attempt to purchase some clothing items I think it was, and the buying process was so difficult eventually he gave up and didn’t purchase. You’ve got to keep the buying process simple so a 10 year old could do it. A lot of businesses forget this.

    July 2, 2020 at 8:15 pm
  • Avatar
    Callan Reply

    I work for a locksmiths and our bounce rate has always been high. We have just started to write high quality blogs and will add a section on each landing page which connects to our blog showing the latest articles , we are hoping this will at least go someway in helping us decrease our bounce rate.

    September 10, 2020 at 8:33 am

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How to Reduce Your Online Store's Bounce Rate to Improve Sales