Best Practices to Reduce the Ecommerce Bounce Rate
A good ranking is important for a successful ecommerce store. That is correct so far. But it is not enough on its own. It usually ensures that many potential customers click on the ecommerce store. But if you leave without making a purchase and switch to the competition, it is a precious little aspect that every ecommerce website needs to take care of.
The bounce rate is therefore one of the biggest hurdles on the way to a successful ecommerce store. It describes the rate of customers who visit the ecommerce store but abandon their purchase there. If this rate is relatively high, it is a sure sign that something is wrong. A bounce rate of less than 60% is a realistic desired value for most online ecommerce stores, which also has a positive effect on sales. But which factors are decisive for the bounce rate and how can they be influenced?
Here are the best practices to reduce ecommerce bounce rate
Amazingly, the word has still not got around to all ecommerce store operators about how crucial the user-friendliness of a site can be. Long loading times, a complicated navigation structure or a missing search function usually drive ecommerce store visitors off the site in record time.
The usability via mobile devices is still criminally neglected, although more and more purchases are made via smartphone or tablet. Anyone who does not ensure that their page is correctly displayed on mobile devices and can also be used comfortably there is giving away interested customers. For many ecommerce store operators, there is therefore a potential to lower the bounce rate simply in ecommerce usability.
Not every ecommerce store is reputable. Customers know this and are accordingly careful. If the ecommerce store appears unprofessional and untrustworthy, many visitors already jump off. Really interested buyers often ask Google again about the ecommerce store. No information? – Better not then.
So, it doesn’t just depend on the ecommerce store itself, but also on the trimmings. An unknown ecommerce store, which appears as a small, closed data, does not inspire confidence for many customers. In addition to various well-known payment methods, accommodating shipping and return conditions, as well as contact options, customers also pay particular attention to the reputation of an ecommerce store. And in most cases that doesn’t just happen by itself but requires targeted branding.
Quality seals (ex. Trusted Ecommerce stores), customer reviews, and social media connections ensure a greater presence on the Internet and thus more customer trust. Check out the guide on how to build trust & reliability in Ecommerce Store Marketing.
A very direct but not always profitable method of influencing the bounce rate is the so-called Exit Intent Modal. In principle, this is a popup that opens automatically when a user wants to leave the page. Often the user is simply asked whether he/she really wants to leave the ecommerce store. That alone doesn’t make much sense, it probably annoys the potential customer and now perhaps drives them off the site even more permanently.
If the Exit Intent Modal is combined with a small incentive to stay or come back, things can look different. Some customers can change their minds with a discount code, a code for free shipping or the option to save goods that have already been viewed for later.
But that is not always the case, and such modals can also have negative effects. If you want to test an Exit Intent Modal, you should therefore carefully observe the effects.
Make an appealing call-to-action
Don’t lose visitors with a weak CTA after attracting them with your headline and build the curiosity with your content. All you need is for every visitor to your website to buy something, or at least think about it. The steps you don’t want is an increase in the exit rate. Make sure your CTA is compelling in all you do. Users should be compelled to click through to see what’s on the other side.
When it comes to CTA optimization, every detail counts. Even seemingly minor changes, such as changing the text on a button, can have a significant impact. It can, for example, engage users and guide them to a resource page on your website, thus reducing the bounce rate. Check out top 12 conversion rate optimization tips to Reduce Ecommerce Bounce Rate.
Optimize Page Load Time
The slow page load time is the most annoying thing for the customers. As per the survey, among 40% desktop users and 53% mobile users leave your website if it will take more than three seconds to load. It will clearly increase your website’s bounce rate.
To resolve this, take a deep dive into Google’s PageSpeed Insights Tool and resolve the provided issues. Reducing image sizes, removing unnecessary plugins, and streamlining checkout process will lead your ecommerce website to reduce the bounce rate.
Attractive Brand Storytelling
The brains of your target audience will be captivated by storytelling. However, you must put it to effective use. Keep in mind that good stories are hardwired into your customers’ brains. Your brand may be brought to life through storytelling.
You must understand how people consume information. They’re generally looking for something that stands out on a page. A subheading, a word, a term, or an image could all be examples. Storytelling may help you connect those attention-getting elements to the rest of your content.
Of course, your content must be clear. However, storytelling aids in the dynamic and emotional appeal of your content to users. As a result, they’ll start to have more faith in you. You must avoid anything that could compromise your credibility when storytelling. As a result, be truthful in your storytelling.
In this article, we just have shown you few ideas to reduce your ecommerce website’s bounce rate and improve the conversion rates. But a high-quality content strategy is necessary for any kind of website.
Great things take time. You may not see the quick results but keeping consistency and regular improvements can lead your customers to satisfy with shopping experience and improve your ecommerce store’s conversion rate.
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