Reduce Your Bounce Rate, Today!
Today’s Local Success post goes over returning visitors to your website and bounce rate.
Church Pigeon has a client, JCandTheCastles.com, that creates awesome, uplifting music and we have been gathering data from users since the launch of the site. One thing that I’ve noticed is that the bounce rate of the users has decreased between new and returning users. Returning users actually have a lower bounce rate, which means that a repeat user is finding what they are looking for when they are using the site – which is a huge success!
First, let’s define some of those terms:
New visitor: A new visitor is a first-time user of a website.
Returning visitor: A returning visitor is a repeat user of a website.
Bounce rate: Bounce Rate is the percentage of single-page visits (i.e. visits in which the person left your site from the entrance page without interacting with the page).
Okay, so we’ve got some definitions out of the way. Now, how do we positively affect our users – giving them the best experience of our church website possible.
I have 4 tips that will decrease your church website’s bounce rate and give your users the best experience possible.
1. Create landing pages which satisfy visitor’s query
If you are getting the right traffic, but your landing page doesn’t satisfy the visitor’s query then the website visitors are going to bounce the moment they arrive on your church website.
For e.g. a visitor is looking for information on ‘Vacation Bible school dates’ and if your landing page gives general information about the church schedule and then the visitor is likely to bounce.
2. Create landing pages which prominently display your ‘Call to Action’
If your landing pages lacks ‘Call to Action’ (CTA) or does not prominently display CTA, then you will have hard time keeping visitors on your website.
Headings, sub-headings and directional clues (to guide visitors to your CTA) are excellent way of prominently displaying your CTA. For e.g. this blog post is about reducing bounce rate and this is prominently displayed through h2 heading.
3. Make your ‘Call to Action’ relevant to your landing page
Your call to action (CTA) can cause your visitors to come to your site and bounce. This call to action can be in the form of a button, banner, video or link on the pages of your site or some external site.
In case of organic search the call to action can be in the form of title tag and meta description tag of the landing page. In case of paid search (like Google Adwords) the call to action can be in the form of title and description of your adwords ad copy.
If your banner ad on a church website reads ‘Download your free church lesson book now’ but then on a click takes a visitor to the home page of the site instead of the landing page which offers the free download then expect high number of bounces.
You need to fulfil the promise you made to your website visitors in your search engine listing/ad copy or expect a high bounce rate.
So make sure that your CTA is relevant to your landing page.
4. Develop contents which can be consumed in short span of time
If your landing page perfectly satisfy the visitor’s query but the content on the landing page is hard to consume in a short span of time then expect high bounce rate.
Even if some visitors are still interested in your content, they are still most likely to bounce as they may bookmark your page and choose to return later in a different visit to consume the contents. So aim to develop contents which can be consumed in short span of time.bounce rate, new visitors, returning visitors