My Content Is Not Performing: A High Bounce Rate & How to Fix It

High Bounce Rate

Last week, we discussed how to overcome the issue of a low page view count, and the possible solutions towards getting more people to view your content. However, just because people are clicking on your content to view it doesn’t mean they’ll stay.

One of the most common problems faced by marketers worldwide is a high Bounce Rate. A “bounce” is when people click in to view your content, but leave immediately after (or even halfway through) viewing it. A certain level of “bounce” is expected and even considered healthy. However, it’s when the Bounce Rate starts creeping up that you should get worried.

So, what is considered “high” for a Bounce Rate? For a blog, there is really no straight answer. Available data says anywhere between 40-70% is normal and expected. What would be better than fixating on an “ideal” number is to create your own benchmark – if your current Bounce Rate is 85%, then getting it down to 80% would be great news for you (even if not for the rest of the world).

A high Bounce Rate is an issue because the main aim of most content is to attract people to visit your website, and encourage them to stay. If people are consuming that one piece of content and then leaving, it isn’t the end of the world (they still did visit your website and you can still retarget them in other ways), but it would be better if they stayed to look around your site a little.

So, what can you do to fix a high Bounce Rate?

Check your site loading speed

Ideally, your content should load within 1-3 seconds. Every second beyond that, the number of users clicking away will increase exponentially. With today’s short attention spans, content that loads slowly loses views to other content that takes less time to view.

Put attractive content “above the fold”

Say someone clicks into your content from an external source (e.g. social media or an email) but they are faced with a wall of text or an introduction paragraph that is different to what they expected to get from the title of the article. Chances are, they will lose interest and hit the “Back” button. Make sure your most attractive and relevant content is at the very top of the page (so the user can see it without having to scroll) to capture their interest from the beginning.

Make sure your content is user-friendly and mobile responsive

Consider simple user experience things like the font colour and style, button size and position, and mobile responsiveness. Can a user easily interact with your content? Or will they struggle to read or consume your content, especially on different devices? Optimize your content for the user experience to ensure you don’t lose any visitors to frustrations with your site.

Add internal links and CTAs into your content

If visitors make it through the entire piece of content without any further prompting to view other related content or to take an action you desire (e.g. subscribe, submit a form, etc), then your Bounce Rate could suffer. Try placing links within the text of your content itself leading to other pages or content on your site, and consider adding a widget of “Related Posts” or something similar to suggest more content to your audience. You can also add a Call to Action (CTA), e.g. “Leave a comment!” or “Subscribe to get more secret tips” and so on to encourage further action.

Make sure external links open in a new tab

You can also include external links into your content (links that lead to other websites or URLs), but always make sure that these open into a new tab or window. This ensures that the click does not move the visitor away from the original content – once this happens, the visitor is much less likely to make their way back to continue reading your content.

Fixing a high Bounce Rate is generally a trial and error process, but one that is well worth it in the long run. Once you get the hang of what works best for your business, it is easy to translate these practices across the rest of your content to make the most of your content creation efforts!

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