Q and A: How can I reduce Bounce Rate and increase Conversion Rate ?

Question

Hi Kalena,

I have recently been working on SEO optimization where we promote our trainings to the individuals, we have implemented certain algorithms to optimize certain pages which is working but how can I make my contents more relevant so that I can reduce my bounce rate & increase conversion rate.

Best,
Chetan

Hi Chetam,

A great question, as it highlights that optimising your site to improve Traffic is really just a part of the overall optimisation process. Increasing traffic through SEO is a great way to start, but you also have to ensure that you make the most out of all the traffic that you do get.

It could be argued that the you can simply double your sales by doubling your traffic, and this may be achievable for low traffic volumes, but as your traffic increases the effort required to double it also increases. Once you are getting a reasonable volume of traffic to your site, it can very often be more efficient to work at improving your conversion rate than increasing your traffic.

Your sites Conversion Rate is the percentage of visitors that purchase a product, or make an enquiry, or signup to your newsletter, or undertake whatever activity it is that you want them to do. The process of improving your conversions is called Conversion Optimisation (or Conversion Rate Optimisation), and there are many many strategies that you can use (see Conversion Rate Experts – Google Website Optimizer 101 – a quick-start guide to conversion rate optimization for a list of more than 100 different techniques).

Your bounce rate is the percentage of visitors to your site that look at a single page (the landing page) before leaving. A high bounce rate can be an indication of a relevancy issue as you have suggested, but it is not necessarily so. A high bounce rate could also indicate that the visitors to your site are not really interested in your products/services in the first place, and the keywords targeted, or the strategy you are using to drive traffic (PPC for example) is not working properly. You can make use of your site usage stats to take a closer look at the visitors that do convert – Do they predominantly come from a single source, or a certain group of keywords ? If so, focus your SEO strategies on these.

A high bounce rate could also be an indication of problems with the look, or functionality of your site. If your site is slow to load, or difficult to navigate – if your product/ service offerings are not clear, or your call to actions are not obvious or enticing enough, your bounce rates are likely to be high, and your conversion rates low.

Try some usability testing – sit someone down at your site and watch over their shoulder while they use it. Very often they will use your site quite differently to how you expect them to. On the basis of this usability testing compile a list of changes that could be made to your site, that you believe will improve the user experience, and make it clearer and easier for visitors to get to your call to actions.

When implementing changes to your site make sure that you test and monitor the results. If a particular change (or batch of changes) decreases your bounce rate and improves your conversion rate it is probably a good thing. There are tools available such as Google’s (Free) Website Optimizer that can help you with testing and monitoring the impact of changes to your site.

Have Fun with Conversion Optimisation – it can have dramatic impact on the effectiveness of your website.

Andy Henderson
WebConsulting – Website Optimisation Services

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