The aim to increase website traffic is a common desire that is shared by all website developers. However, what is usually overlooked is the fact that increased website traffic does not directly translate into increased RoI. A more important and relevant metric that determines the customer engagement and retention is bounce rate. Bounce rate can be defined as the percentage of site visitors who land on a webpage and leave after viewing the page. This can usually be attributed to the fact that the page did not offer the viewers with anything interesting or to their taste. This usually leads to customers “bouncing” off the page and migrating to a new URL altogether. Interpreting the customer behavior using Google analytics and factoring in user experience on the website as a key metric during website design is essential. Businesses can reduce their bounce rate by focusing on the following: 1. Reworking Meta Descriptions: It is important to ensure that the meta descriptions provided by the developers are in tune with what the company actually offers. When websites tend to add keywords into the designing of the websites without moderation, the number of bounces increases as users may be disappointed after finding out that they’ve been lured into clicking on a webpage that does not offer what it had promised. 2. Optimizing Targeted Campaigns: When executing paid targeting campaigns, websites should analyze their audience before they run pop-up ads on the screens of these users. This will help websites reach out to the right set of audiences and improve their RoI as opposed to spending on ads that target users who may not convert into leads. 3. Increase The Speed Of Page Loading: Web pages that load slowly can strain the patience of users and can lead to many of them leaving the pages before they load completely. This increases bounce rate dramatically. To avoid this, businesses should hire website designers who can make the web pages nimble and optimize the displayed content so that loading time is cut short. 4. Implement Call To Action Buttons: By implementing CTA buttons at strategic points on the pages, businesses can direct their visitors to appropriate landing pages that can motivate the customer to spend more time on the website and also lead to a possible conversion. To implement the four tips discussed above, B2B business websites can reach out to Openwave and avail their services. Being a renowned player in this domain, the company allows businesses to hire expert website designers and benefit from their services.
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AuthorAm a Senior Business Analyst @ OpenWave Computing (M) Sdn Bhd in Malaysia. Archives
September 2019
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