Getting Internet users to visit a company website is only one step in lead generation. If prospects are clicking on an organization's site found in search engine results but only visiting the homepage for a couple seconds before returning to the search page or going to a new website, they're clearly not engaged in what the business has to offer. Minimizing bounce rates is crucial to search engine optimization as well as turning prospective buyers into customers. Here are three tips to decrease bounce rates and keep readers on the company website:
- Revamp your site: In this day and age, there's no excuse for a poorly designed website. Using website analytics, determine what the business's target audience wants in terms of navigation, landing page structure and content.
- Speed it up: With Web speeds constantly improving Internet access across device types, users are becoming less patient with slow website loads. If a site doesn't appear with seconds of being clicked in a search engine query or typed into a browser, prospects are likely to change their mind about visiting the page.
- Deliver what is promised: Revise content on the website to ensure it explains specifically what value customers can achieve by working with the brand. Avoid meaningless fluff that makes unsupported claims about the business or product by quantifying statements with statistics, client success studies and more concrete evidence.