How to Stop Scaring Away Website Visitors

October 2, 2019 BDX

 

 

Did you know that 50% of buyers find online the home that they end up purchasing? Capturing leads with your website is a viable strategy if you are in the home building or housing industry since potential clients are likely to research their options by browsing the internet.

You can capture leads and engage with potential clients by helping them in their journeys. A common sign that you aren’t helping your audience is a high bounce rate.

Let’s take a closer look at the common causes of a high bounce rate and what you can do about it.

Why do visitors bounce off your site?

A visitor bounces off your site when they close the window or navigate away from the page after a few seconds. If you have a high bounce rate, the following issues are the likely culprits:

Slow loading speed

Waiting for a web page to load is a frustrating experience. A page that takes more than 4 seconds to load typically sees its abandonment rate increase to 25%.

Here are ways that you can speed up loading time:

  • Compress large image files.
  • Avoid redirects.
  • Optimize your code by eliminating unnecessary elements.
  • Use the browser cache to save time on loading elements such as images or CSS sheets.

Bad content or negative experience

A page that doesn’t load or isn’t properly displayed is a deal-breaker. A bad experience such as a pop-up that is difficult to close or even poor image quality can cause users to leave your site. Offering unhelpful content that isn’t aligned with the purpose and title of the page can also be frustrating.

Failing to help users along their journey

Your website architecture and navigation feature should assist users in their journey. What do users want to accomplish when they visit your site?

You can help users by suggesting some next steps. Draw attention to a contact form, phone number or driving directions to reduce your bounce rate.

Don’t neglect mobile users

Mobile devices represented almost 49% of online traffic during Q2 2019. A mobile site that loads in 5 seconds or less has viewing sessions that are 70% longer compared to slower sites.

Creating a responsive design will increase loading speed. This type of design uses a flexible layout so the size and position of the elements can adapt to the device. Rethink your call to action for mobile users. Filling out a long form on a mobile device isn’t convenient!

What to do about a high bounce rate

There are simple steps that you can follow to reduce your bounce rate:

  • Make your site more appealing with great images, interactive content and engaging copy.
  • Think about users’ journeys and goals. Are you providing them with the information and tools they need?
  • Upgrade your website. A modern and responsive design will make your website more engaging.
  • Tweak your content with A/B testing. Test different versions of your content copy, call to action and other elements to see what lowers your bounce rate.
  • Talk to your customers. Surveys, interviews and conversations will help you pinpoint what was frustrating about using your website.

We can help you lower your bounce rate by evaluating your website and identifying the best strategies to deliver a great experience and encourage users to take the next step in their journey. Get in touch with one of our BDX digital marketing experts to find out more!

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