3 User Experience Considerations for Lowering Bounce Rates
Bounce rates, which refers to the amount of people who visit your website and leave without browsing other pages, can dramatically hurt the bottom line of your online business.
Online marketers and web designers must collaborate to build strategies that increase engagement and conversion rates, while avoiding the leak of high bounce rates. This can be accomplished by creating compelling web content that’s quickly navigable with user-friendly website layouts.
One of the most frustrating things your visitors can encounter is broken links or URLs that don’t arrive at the correct pages. This is one of the fastest ways to lose viewers, and these potential clients may never return to your page again, if it develops a reputation for misleading links.
Conduct regular link verification tests with free tools offered by the World Wide Web Consortium to make sure they continue to work, especially when you delete or relocate information. This type of usability testing is crucial to your website’s success.
How easy is it for viewers to find the information they need on your website? Is your website navigation user-friendly, or do viewers need to sift through confusing menus and walls of text before they can find what they’re looking for?
Use website heat maps to see what your visitors are clicking on, and where they decide to leave. Use these metrics to refine your site navigation, so information is really easy to find.
Bounce rates can also rise if your website isn’t compatible with mobile browsers. Shoppers are increasingly turning to smartphones and tablets to make purchases.
Mobile shopping allows your customers to multitask and make purchases during periods of downtime, such as when they watch TV or find themselves waiting in a long line. If your website does not scale itself to mobile devices, then you could be missing out on a significant amount of traffic.
Work with your web design team to do cross-platform browser testing and ensure that your content can be found easily by mobile viewers. Take particular care to format multimedia to mobile standards, so your audiences can view your images and videos with ease.
Your business should prioritize the user experience to identify challenges, opportunities, and areas of success on your website. Your customers are less likely to leave your webpage if it’s easy to navigate, has valid links, and is optimized for mobile devices.
Don’t neglect user experience testing; work with a web development and design team to get your online presence up to speed.
About Larry Alton
Larry Alton is an independent business consultant specializing in social media trends, business, and entrepreneurship. Follow him on Twitter and LinkedIn.