How Bouncy Is the Copywriting on Your Web Site?

The other day a potential client mentioned to me that the average bounce rate on his web site is 49%.

Yikes! A huge forty nine percent of people who find their way to his web site just bounce out of it.

Simply stated, the bounce rate is the number of visitors that land on your web site and exit from the same page they landed on, without viewing any further pages on your site.

Sounds bad, doesn’t it? That’s because all your competitive business instinct tells you that it would be preferable to have a low bounce rate. But sometimes a เว็บตรง higher bounce rate may not be quite as dreadful as you think it is.

By taking the time to better understand the nature of the bounce rate, you can make it a very useful source of information into how effectively your web site is functioning. But first let’s ask you a question…

… have you any idea what is an “acceptable” bounce rate for your web site?

Most people haven’t a clue what the answer to this question is..

According to Google, the average website bounce rate is 40%. And while that may sound simple and straightforward, this figure alone is really not a reliable statistic for you to determine how well your website is functioning.

You see, an acceptable bounce rates must take into consideration a number of variables. These include, but are not limited to, the following:

1. Your industry

2. Your type of website

3. Your type of landing page

4. The location of a landing page on your website

5. Your level of brand recognition.

But how high is ‘too high’ for you?

Analytics expert, Avinash Kaushik, (Google’s Digital Marketing Evangelist & book author of Web Analytics an Hour a Day) warns that a bounce rate of 60% or higher is problematic.

What does this mean? Does it mean that you can rest assured that ‘all is well’ with your web site if the bounce rate on it is well below 60%? Not necessarily! So, be careful! Keep in mind, that all six variables mentioned in the last paragraph come into play for you in determining an acceptable bounce rate for your website.

Believe it or not, it is possible for some people to have a bounce rate of 60+% and be perfectly happy with it. Take Séan’s Web Site, for example.

Séan owns a DIY store. Some time ago he decided to reorganise his website so that the majority of his key business information (phone numbers, opening hours, map to location, etc.) was carefully positioned right up there on the top of his landing page, instead of featuring on a separate ‘Contact us’ page, as before.

The result is that the vast majority of visitors to his web site now get all the information they require within seconds of landing on his home page. Consequently they have no great need, or inclination, to advance any further on his web site. Hmmmmmm!… but what happened to his bounce rate?

It went up instantly. That’s right. The moment Séan reorganised his landing page his bounce rate increased. What’s more, he was delighted with the result. You see, Séan found that his call volume and the footfall of new business to his store increased significantly too.

Keep in mind that if the main purpose of a landing page on a web site is to send visitors to another site to read an article, to view a video, to complete a donation form etc.), or to visit your store as fast as possible then a high bounce rate can be a good thing, because leaving the website as fast as possible from the landing page is what is intended. But wait a minute… stop! Regardless of what your product or service is, surely you don’t want them to leave thaaaaaaat fast!

You’re right! You want them to quickly – very quickly – form the right impression of you BEFORE they leave. And this is where good, fast, friendly and persuasive copy in the landing page of a web site can be worth its weight in gold.

You see, well-written copy actively encourages people to linger-longer on a web page and to like you… to like your company… to like your services and products and – wait for it – to like your web site enough to come back and visit it again, in addition to positively telling others about it.

So, regardless of whether you are aiming for a high or a low bounce rate on your landing page(s) you should keep in mind that a good website needs to be easily readable, and a web site that features a tiny font-size that causes eyestrain can be an immediate turnoff to a visitor.

Does your web site have type fonts that are difficult to read due to small size or fuzzy contrast with the background? If it does – enlarge the font.

Are the colours that you use in your type fonts and in the background of your written messages pleasing to the eye, or are they too loud and intense, possibly causing some visitors to squint? If it is – change it.

Ask yourself – Do all of the popular landing pages of my website talk clearly, and in a friendly way, to my visitors? Most companies put a good deal of care and attention into their home page, but that is not necessarily their landing page! You see, when visitors are directed by Google and other search engines to a web site, they may not be taken to the official home page.

That’s why it is important for you to discover which pages the majority of visitors enter your site by and once you know this you should focus on making these pages crystal clear, attractive, and friendly. And okay! While clarity, attractiveness and friendliness should be your prime goal for every single page of your web site, you should pay particular attention to your main entry pages.


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