What is bounce rate, and how can you use it to increase B2B sales?

Bounce rate is a marketing term used in website traffic analysis. It is a very important metric to track if your business has a website for sales, provides information (like a blog or news site), or simply a place you need users to take action.

Bounce rate is a marketing term used in website traffic analysis. It is a very important metric to track if your business has a website for sales, provides information (like a blog or news site), or simply a place you need users to take action.

Optimally, having a low bounce rate is generally good whereas having a high one is simply not ideal. If you notice the latter then you might be losing valuable leads, because a high bounce rate signals that your visitors click out of your website after visiting only one page.


What is a good bounce rate for B2B companies?

A good bounce rate depends on the offerings or industry of your business or website, however, within 26%-70% with an average of between 45%-65% is a fairly good range for B2B’s. Category leaders such as Tesco.com (groceries) have a bounce rate of 40.94% whereas Wikipedia (dictionary and encyclopedia) is around 61.55%. Thus, depending on the actions users have to take on your website will determine the best range for a good bounce rate on your website.

But note, having a bounce rate below 20% or above 90% might mean you have a problem with the tracking code on your website, probably duplicates of it, so it’s best you check that.


How to reduce your website’s bounce rate.

As we have established, having a high bounce rate is not particularly good for your website and business in general. But luckily, there are a few things you can do to reduce it and make the best out of your investments.


#1. Create a smooth purchase and user experience.

Most people, abandon carts in the middle of a transaction because of an over-complicated checkout process. People now want a much quicker way of doing almost everything, therefore it is best to simplify checkout processes so users can quickly transact.

The user experience (UX) of your platform, which includes the design (site layout, text legibility, and attractiveness of CTAs) and functionality need to be intuitive and user friendly throughout the website to increase interaction and decrease bounce rate.


#2. Use exit-intent pop-ups

These pop-ups appear when a user is about to leave your website. The best thing is it offers you the marketer room to offer valuable things to the user in exchange for their contact information.

Offers such as free shipping and discounts in exchange for their email, or even to make an immediate purchase or inquiry. Though some customers find it annoying, polite use of it may have an impact and in turn, increase sales.


#3. Optimize web pages load times

Many marketers believe a high bounce rate is always due to a lack of quality content, but this is not always true. Slow-loading web pages play a significant role in this. This simply means the user does not even get the chance to read a page at all, thus leaving before even viewing the page. Of all the problems a web page can have, taking forever to load is arguably the worst, what’s your current site speed? Find out by going to gtmetrix.com to test your site speed. We’ll be happy to speed up your website for you when you leave us a message.


#4. Create excellent and creative content

Content is king, as they say, and yes it is. Having the right content for the right audience will greatly decrease your bounce rate. If you are targeting the right, high-quality audience but too many of them are still bouncing, then the problem might be the relevance of your content – or lack thereof.

Your pages and content need to be super-relevant to users’ queries (or ad) that led them to your site in the first place. In the absence of relevant content, users are almost guaranteed to bounce. If the visitor expects to read about waakye in a bottle but instead your page features waakye on a plate, that’s poor relevancy. Even though these topics might be somehow related, you failed to meet users’ expectations, and they won’t stick around.


#5. Use compelling Calls-To-Action

Every page on your site needs a clear and convincing call-to-action (CTA) no matter if it’s your home page, landing page or product page – you want to tell visitors what it is you want them to do next. This might seem obvious; however, the actual statistics are staggering. 70% of SMB websites lack a call-to-action, and that’s a big reason why many small business websites have high bounce rates. To reduce your bounce rate and boost conversions, you need a clear and honest CTA that’s easy to spot in three seconds or less. Misleading users will create a bad user experience which is one of the top reasons for high bounce rates and low conversions.

In addition, ensure you do not overwhelm your visitors with too many CTAs. Think about user intent and how your pages can help visitors accomplish their goal, then include a clear, relevant call to action that helps them get the job done.


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