Avoid High Bounce Rates in Digital Marketing with a Focus on Content, Blogs, and Web Pages
The dreaded bounce rate. It’s something a lot of sites struggle with, even the best ones. People leaving your page after a short period of time can happen for many reasons. Let’s say your marketing and branding’s strong enough to get a user to click on your site. Now they’re there. How do you get them to buy-in? Well, conversions are a whole other ballgame. Cultivating the lead is one thing. Now you’ve succeeded there, we’ve got to focus on improving those conversions.
The best way to avoid high bounce rates is to focus on improving the quality of your content. Whether it’s a blog or a web page, the look and information on it count for everything in taking care of those bounce rates. Ideally what you want to have happened when someone clicks on a page is for them to start reading and never stop. If you can get a user to read at least halfway through, you have a real opportunity to entice them into buying in. ‘Buying in’ can mean many things. It can be actually buying a product, signing up for a service, subscribing to an email, following social media accounts, etc.
Without quality content, you’ll never be able to get the user to buy-in. This is where your talent in content marketing comes into play. Content is there to provide value. It’s also there to assure prospects that you’re a legitimate brand that knows what it’s talking about and which has a quality product or service to provide.
It can be tough knowing where to start so let’s start at the beginning. The hook. You need something that’s going to catch attention. The subject title and an intro that teases sub-topics is a great place to start. Incorporating keywords also improves SEO and read-through rates. Next, eliminate all the boring parts. Let’s say you put together a 2,000-word blog post. Read it through. Is every section as pertinent to the main topic as it should be? If there’s fluff, cut it out! Fluff only distracts and it’s not worth losing a lead over because you wanted to write a lengthier blog.
You may also want to re-write certain sections that may not be working so well. There are a few approaches you can take to re-writing content to increase conversions. As we mentioned, you can cut the filler out or delete the section altogether. Alternatively, maybe a paragraph gets easier to read when it’s put into bullet points. Another way to make content more insightful is to do some research and present some examples or statistics to back up what you’re saying. Cliffhangers also work. End one section on a cliffhanger, to keep the reader hanging on for the next sentence. Then, deliver the payoff in the next section.
When in doubt, go to your analytics and look at where you’re losing people. A key mistake a lot of websites make is not including a clear CTA for the reader. If there’s not a clear action for the user to take, you may see them get lost along the way and unsure about what’s expected. High bounce rates happen for a reason. Let’s be clear, a website will always have a bounce rate of some kind. That said, you can limit them by writing and re-writing, using eye-catching titles, incorporating high-return SEO keywords, making content more exciting, and watching analytics. Join us Today!
