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Do this One Thing to Reduce your Bounce Rate
When you look at your website visitor data, it certainly seems like your getting lots of visitors.
But when you look closely, you realise they’re not hanging around.
They’re ‘bouncing’ straight off without interacting with any content or clicking past that first page. In turn, this is impacting the number of online restaurant or hotel bookings you’re receiving.
Something needs to be done!
The solution is much simpler than you think.
In this article I wanted to address this common problem as it’s often overlooked or ignored completely, but it can be solved so easily. Plus, the benefits of doing so could transform your business too.
How do I know if I have a high bounce rate?
Just a quick look at Google Analytics will tell you. When you login just go to Behaviour > Site content > All pages. For more details check out number 2 in our Google Analytics blog post ».
Possible causes of a high bounce rate
- Content unrelated to what they searched for
If a visitor clicks through from a Google search they’ve performed but the content isn’t relevant enough for them, they’ll click the back button and bounce straight off. Similarly if they’ve followed a link to your site from a completely unrelated website, they might be expecting different content altogether, so won’t hang around long.
- Page loads too slowly
We’ve all visited websites that take ages to load up. Most of us just give up and bounce back to the previous page. People have little patience when it comes to computers or the internet!
- Too much text
Reams and reams of text will just overwhelm rather than inform your visitors. Like I said before, people have no patience and that includes reading through tonnes of copy. They’ll be put off by it and bounce straight off your site rather than spend ages reading it to figure out what you do / if you’re what they’re looking for.
- No call-to-action / button(s) leading them to the next step
If you aren’t guiding your visitors further into your website or if it’s just unclear what they need to do next then they’ll leave. Assist them wherever you can.
- Not catering for mobiles as well as desktop devices
High bounce rates on mobiles can be very high. This is mainly due to not having a user-friendly design for mobile audiences. Websites not only need to be responsive (ie. They ‘fit’ all devices) but they also need to be optimised for your audience’s needs, and this will differ vastly whether they’re browsing on a mobile or desktop. Read more about this here.
- Messaging is unclear and visitors are left puzzled
If a website doesn’t clearly communicate what it’s about / what the business does and how it can help, then it can easily lead to confusion. Unless someone is particularly determined and patient, this confusion will end with that visitor bouncing off the site to find another that is clearer and less effort.
Google does not like high bounce rates
Google factors in bounce rates when working out their listings. If they’re sending traffic to your website via searches but most of those people are bouncing straight off, they’ll know. And they’ll start bumping you down their listings as a result because it appears that your site isn’t as relevant for the search term as they originally thought.
So not only is it bad for user experience, it’s bad for your search engine rankings.
In conclusion: why a high bounce rate is bad
I’ve covered the fact that why from an SEO (search engine optimisation) perspective, a bounce rate is bad, and also why from a usability point of view it is bad also, but what is the true impact of this?
If you’re looking for online conversions, ie. bookings or enquiries through your website, then a high bounce rate could well be the reason why your website isn’t bringing in as many bookings as it could be. With a few small tweaks you could transform your website to one that both Google and visitors love to use.
This is why I’ve put together the following advice to set your website on the right tracks to start bringing in more bookings simply by reducing your bounce rate…
Your golden ticket to lowering your bounce rate
After looking at hundreds of independent hotel and restaurant websites, they all share a common theme.
A bad value proposition.
Along with visuals, it’s the first thing that visitors see when they visit your home page, so in terms of content hierarchy, it’s the number 1 thing that can either put people off a website or keep them on.
So it’s pretty important.
But what is a value proposition?
It’s the promise of value to be delivered. It’s the primary reason a prospect should book a room or table with you.
Here are a few examples of good and bad value propositions within the hotel and restaurant industries to help you get a better understanding of how you should be constructing yours.
Bad value propositions
Straplines like this:
“Live, Experience, Dream”
Claims like this:
“The Cotswold’s Best Hotel”
Why do they suck? Well they either don’t tell us anything about what’s on offer, or they don’t tell us enough.
Good value propositions
“Escape the city and relax with a country break at our Chiltern hotel”
“Food lovers treat yourself to an evening of Far Eastern fine dining”
On close inspection you can see they contain each of the following elements:
- the service that’s being offered
- the end benefit of using it
- the target customer
- why it’s unique
I have created a PDF to help you compile your own, high converting value proposition so you can start turning your website’s success around. Download how to create a value proposition that converts »
This is just one way we can reduce your bounce rate and increase your conversions. If you’d like to receive more tips like this, just sign up to our newsletter below or contact us for information on how we could help you directly.
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