Bounce rate is an internet marketing term to analyze web traffic. It’s a metric of Google Analytics (GA) that measures the percentage of users who land on your website’s landing pages or a particular page of your website but leave from there without initiating any action on it or visiting another page on the site.
If you’ve been struggling to increase search traffic to your site, improve email signups, get more leads and acquire more clients, your bounce rate may be too high. Visitors and customers who visit your landing page bounce off before they even give you a chance to convert them.
By now, you must have understood that a high bounce rate is bad, while a low one is what you should aim for. Here are some tips to help you improve your accounting website bounce rate, either by yourself or with help from a team of website support professionals.
Improve the overall user experience
User experience is the overall feeling of a user while they are interacting with your website. Good user experience is when a user finds a website not only easy to use but also pleasing.
Creating a usable website that looks equally great on all platforms and devices is the first step in the right direction. Observe how your users behave and what influences their decisions.
Visitors to your site will decide whether they want to stay or leave within a few seconds.
If the colours aren’t pleasing, the layout isn’t organized, and your navigation isn’t easy and intuitive, your visitors will be more apt to click the back button than navigate further.
When it comes to user experience, it’s important to remain lean. That means having an eye-pleasing but straightforward layout and design, a navigation menu that is quick and easy, and content that is just adequate to entice visitors to convert.
If your site rambles, contains too many irrelevant images or has other content elements that add clutter, your bounce rate will likely rise because people aren’t sure what you want them to do next.
Instead, go for a lean user experience that keeps your visitors happy, educated, and continuously converting.
Use chatbots to provide non-stop customer support
Having a 24-hour live chat feature is a massive boost to your site’s bounce rate. Visitors might get stuck at places you didn’t take into account, or they might have questions you never thought they would. That is why you should let chatbots help them.
Installing a live chat widget can go a long way in taking care of bounce. A well-trained customer executive not only resolves the query of the prospect but engages them till they get convinced about making the purchase. A few smart chat widgets intuitively pop open when they figure out that a customer might be lost — depending on how they are behaving on a page.
Chatbots are available all day, every day. They never get tired and can only get smarter the more they interact with your potential customers. All of this makes them perfect for doing customer support.
Speed is the king
It’s a well-known fact within the digital marketing world that the slower an accountant’s website, the more likely visitors are to bounce off in frustration. This is particularly true on mobile devices.
Your website should load nearly instantly. Anything longer than a few seconds is far too long as far as the Internet is concerned.
Even a single-second improvement to your site can deliver more traffic and conversions. And the fact is, a faster loading site may be just the thing you need for a lower site-wide bounce rate.
To find out your website’s speed, visit Google Pagespeed Insights and enter your URL into the search bar. Once the results are in, you should have some practical steps to improve your website speed. Some of the suggestions from Google you can fix yourself, but others might require help from a web developer.
Regularly update your content
Updating your website with relevant content regularly can boost your accounting website’s bounce rate. Research current hot topics and include your own view, response, or opinion. Check and improve the readability of content if necessary so that users will stay on your website to read your useful content.
Also, find your most popular content. Once you identify which pages attract the most traffic, you can focus your efforts on optimizing these posts for improving conversions.
Add relevant call to action (CTAs)
Only updating content is not enough; you have to add a relevant call to action that stands out in the visitors’ eyes. Without a noticeable CTA, they may get bored or distracted and want to leave immediately without realizing that there is additional information on the site.
Failing to provide effective calls to action is one of the most common reasons accountants have a high bounce rate on their websites. This is a problem that you can fix without too much trouble.
For instance, one solution might merely include links to other related blog posts at the bottom of the blog in question – inviting readers to click on them to read more.
Another idea might be to invite users to subscribe to your newsletter. If they accept the invitation, then they might be diverted to the appropriate landing page to do so, thus avoiding a “bounce” in the entire process.
Internal linking can help you
When you look at Google’s definition of a “bounce,” you’ll see that it is very much tied up with the idea of someone leaving your website after visiting a single page.
A great way to reduce your bounce rate on a specific page on your accountant website is to link to some of your other web pages within the content.
For instance, if you have written a blog post or an article about VAT, then you might want to provide a link to your dedicated landing page about help with VAT disputes and planning.
Linking to other web pages is also another positive Google ranking factor, so doing this not only helps reduce your bounce rate. It also enables you to improve your search engine rankings.