8 seconds. That’s all you have to leave the first impression and ensure that your visitor sticks around for you to pitch anything. According to recent studies, the average human attention span has now been reduced to 8 seconds from 12 seconds.
Now another step has been added to our to-do list. We have to make a really good first impression within these 8 seconds to ensure that the visitor at-least looks at what we have to offer.
This means that our job as a marketer or any website owner is harder than ever.
Scary? Subtract the 3 seconds that your website took to load and pissed off your visitor. Now you have 5 seconds to impress the remaining visitors (20% visitors bounced off in 3 seconds page load time).
5 seconds. That’s all you are left with now.
To worsen things up, the website is not designed well and the content is not engaging which resulted in a total of 80% potential customer loss (20% pageload+ 30% bad design+ 30% boring content) before you even pitch your product.
Phew, you still have 20% of visitors left, after my harsh deduction of your website visitors, that can convert and become your customers right?
Okay if you think I am over exaggerating stats then let’s assume that the remaining visitors (not very impressed from your website) decided to make a purchase or signup to your website (Digital Marketers know that I am being very generous now).
Only some of them became a customer, rest of them got stuck into your funnels and couldn’t understand what to do next.
We all know what happens next. Your website visitor or shall I say “Potential Customer”, just bounced off to your competitor’s website.
Trust me this happens more often than you think.
Now we definitely don’t want this to happen to us right? To ensure that this does not happen, here are top 5 methods to decrease bounce rate and increase your conversion probability.
Optimize Page Load Speed
You must have realized by now that page speed is very important. Losing visitors while your website is loading is like losing a hot date because you were late.
The possibility that some of them might have converted and might have been your customers can haunt any digital marketer or website owner.
There are many tools that you can use to find out why your website is slow. My most trustable tools are Think with Google test my site and Gtmetrix. There are many other tools that you can use to test the speed of your website.
Look and Design
All of us have encountered websites that are aesthetically poor. Poor use of color, contrast, typography make it really hard for your website visitors to make sense of your website.
There are websites that I never go back to because of the poor design and usability. They may have the most relevant content, but it still does not make it any relevant users like me who find it hard to scan through their information.
It is no news that the first thing that a user is going to notice once she lands on your website is how well designed it is. Good Design is like a well-dressed job applicant who just entered the interview room. The interviewee has already gained a leverage by showing up dressed for the occasion.
It is important to realize that your website is not the only website that the visitor has seen so far. Understand that we all love our comfort zones. Doing something that users are not familiar with, might bounce them off. It is not necessary that what you think looks good, your user will feel the same.
This recently happened with Snapchat. In their update, they changed the look of their app but users clearly did not like it which resulted in the loss of user base for the company.
Source – https://www.verapax.com/snapchat-redesign-not-hit/
Apart from the aesthetics, the app’s usability took a hit. We will continue this in the usability point.
Remember the well-dressed job applicant? Now he has started to speak. As a potential employee of the company, interviewer now expects him to have a good domain knowledge.
Your website visitor similarly, is now expecting good and engaging content from your website.
Just like any job interviewer who is tired and bored of taking multiple interviews, your website visitor might have experienced boredom by the other competing websites. Engaging content could be a decisive factor for the success of your website.
You performed like a champ in this round and before even realizing your visitor is now in your funnel.
Interested and ready to purchase your product your potential customer is now looking for a way to make the purchase.
He has found the Sign Up page, filled in his details, but then he suddenly bounced off from your website. What just happened?
What happened above is a classic result of bad Usability of your website or app.
When your visitor was on the stage of making a signing up to your website he bounced off. You may want to believe it is because of a change of heart, but in reality, there could be multiple reasons.
Maybe the sign-up process is too lengthy, maybe the sign-up page does not look trustworthy or maybe the call to action is hard to spot.
Recently, at UX Gorilla, while doing a Usability Testing for a client, we noticed a similar behavior.
The visitors were staying on the Sign-up page for a little while, before signing up. In our one on one testing sessions, we saw that users tried to choose a password but an error came up that the password is insecure. They changed the password and still, the same error popped up.
Many users were visibly frustrated. Though most of them were not “UX specialists”, they quoted the whole experience as “bad design”, “bad UX”, “inconsiderate” and a “waste of their time”.
These users were incentivized to take the session. What do you think will happen with the actual users after 2-3 more attempts?
I had a similar experience, where I was so thrown off by the unending password requirements, that I went ahead with their competing product.
It is almost like you were going to hire the interviewee before he told you he would only work part-time while you were interviewing for a full-time role. All your efforts and patience went in vain.
To sum up, Bad user Experience equals decreased business for your brand. Now that is something marketers would never want.
The visitor attention span is now just 8 seconds. Changing according to time and competition is very important. Even if you have traffic, that does not ensure that you are utilizing it in the best way possible.
If you want to decrease your bounce rate then work on these 4 broad factors:-
- Improve page speed to decrease bounce rate
- Improve Look and feel of your website or app.
- Write engaging content to bind visitor to your website.
- Find flaws in your website usability to ease up customer journey.
Can you think of any other ways to decrease the bounce rate? Let me know in the comment section.