Just like you all, I too get high whenever I see a huge spike in website traffic.
But all the celebrations will drain down pretty quickly when we understand that high traffic doesn’t make any impact on the sales/lead volume.
One of the key reason for the low conversion in eCommerce websites is bounce rate.
To explain bounce rate in simple term, when the visitor reaches any page in your website and leaves without visiting the second page then we call it bounce. Bounce rate is a percentage of people who visited and exited on the same page without navigating another page.
Google evangelist Avinash Kaushik, describes bounce rate as “I came, I puked, I left.”
It’s the duty of marketer/business owner to bring new traffic but first, they should understand why people who already visited are not taking any action as desired.
In this blog post, we will learn few key things you can implement to decrease your bounce rate.
Unlike B2B static website, eCommerce website has a huge number of product pages. It should be designed in such a way it guides the user to right product page as quick as possible.
If they find it difficult to navigate then there is a high chance of leaving your site. One way to guide them is by using conversational quizzes.
Since the majority of internet users love games, quizzes act as a fun exercise for the visitor to participate. Quizzed helps to understand their taste and preferences, based on which you can show the product recommendations. This way you can witness a huge increment in visitor engagement and conversion.
Reduce Page Load Time
Page load time plays a vital role in building the first impression of your store. Consider a situation, you have made a customer highly satisfied with your product and she refers your store to her close friend. While continuing the conversation she started to type in your website URL. And if it’s taking more than 5 seconds to load, how likely do you think she will place an order on your site.
A recent study from Skilled has found that 79% of customers who are “dissatisfied” with a website’s performance are less likely to buy from that site again.
Use tools like GTMetrix and Page speed Insights from Google to find your load time and they provide suggestions to reduce your load time.
Audit Your Traffic Keywords
It’ good to have a high website traffic but much better to have targeted traffic.
To understand the keywords which bring traffic to your website you can use google analytics or third party tools like SEMRush.
In google analytics, if you navigate to Acquisition section, you will find Queries section.
In queries section, you can find the keywords which brings traffic to your website. Note: You need to connect your webmaster and Google analytics to view data in queries section.
Detailed Product Description
If you getting more search traffic to your individual product pages than home and category page but still getting higher bounce rate. Then its time for you to dissect your product detail page because consumers are landing on right pages but due to lack of product detail they may be leaving.
Try to add a strong call to action with social proof, which makes people to spend more time on your site and increases session duration.
We have just touched some key points on bringing down bounce rate. If you have any tried and proved tips to reduce bounce rate, feel free to share them in the comment section.