If there is one thing that you do not want to have in your ecommerce business, that would be high bounce rates. When people hit the back button and “bounce” away from your site in seconds, it can greatly harm your profit potential and even drag your page rankings lower. After Google let the Hummingbird fly, monitoring your bounce rates have gained increased importance. As mentioned in this article Recapping the Uses of Google Analytics for Success with Hummingbird by John Dietrich:
“Google takes high bounce rates, an indication of low quality content, into account when ranking pages in search. If you’re producing high quality content, answering questions and being helpful, your site’s bounce rate will be low.”
… and we all know what low page rankings means for ecommerce businesses.
So, here are five tips which you can employ in order to reduce your online store’s bounce rates.
Improve Your Site’s Load Time
One of the things that online shoppers hate is a slow loading ecommerce site. When your site is slow to load, you can be sure that online shoppers won’t hesitate to click the back button and leave your site. In this report from Akamai, it is stated that shoppers often become distracted when made to wait for a page to load. 14% of these will begin shopping at another ecommerce site, and 23% will stop shopping or walk away from their computer. Now, that’s a lot of potential businesses to lose! Thus, you should try looking for different ways to improve your load time, like minimizing HTTP requests, using CSS instead of images where applicable, and so on.
Make it Easy to Navigate
Navigation also plays a key role in inviting and retaining potential online shoppers to your site. Don’t make your potential customer feel lost by not having clear navigation signals on your ecommerce site. Think of it this way: You step into a whole new different world and you don’t know where to go. What do you do? Do you move forward, or go back. Chances are (especially since it involves money) the lost online shopper will just move away without clicking anything. Thus, you would want to design your ecommerce site with easy navigation in mind. You can do this by clearly labelling your tabs, categorizing your items in the side bar, or even crafting great call to action buttons to help your new visitor find their way.
Get Your Keywords Right
Consumers easily get frustrated when they are redirected to a page which is not exactly what they are looking for or need, and of course, the natural reaction would be to hit the back button and look at the search results again. In order to avoid this, you need to make sure that you appear in search results for the right keywords. Appearing and being clicked on for the wrong keyword only increases your bounce rates, and that is what you are trying to prevent. Thus, it is very important that you do your keyword research well and implement properly in your product descriptions or blog.
Make Your Website Appealing
Another thing that makes online shoppers click he back button is a poorly designed website. Like in an ordinary brick and mortar store, an ecommerce store’s design also matters when it comes to attracting and retaining visitors. There are many things to consider when designing your ecommerce website, but the most important would be to keep your customers in mind. If your target markets are executives in the corporate world, you need to make your design sleek and professional. If it’s teenagers and kids, you need to make it hip and trendy. You can also look at our blog post about The Psychology of Colors and incorporate the tips therein.
Responsive Design is “In”
Billions of people all over the world are on mobile, and if you want to target a small piece of the market, then you had better make sure that your website is mobile friendly and imbued with responsive design. Simply put, responsive design allow your website to be easily viewable in different gadgets by adjusting and adapting to the gadget’s screen size. When you use responsive design, people will be able to read your website better even if they are using smartphones or tablets and overall provide a better user experience, thus reducing your bounce rates. Does it really matter, you ask? Read the quote and decide. According to this statistics from Rapidmarketplace:
“Not only will consumers use mobile devices to research products, but over 21 million or 36% plan to make purchases directly from their mobile devices.”
High bounce rates is a great way to ruin your business, not now perhaps but in the very near future. If you want to reduce your ecommerce store’s bounce rates, then you should start considering the five tips above and start implementing them to improve your business’ success.