It’s true, you really can use your website bounce rate stats to increase your conversions.
First, you have to shed the fear of your bounce rate. Remember, it’s not a bad thing if your site has a high bounce rate. If you’re producing high-quality content for your B2B audience, it’s okay.
Second, buckle up and use it to improve your site conversions.
What Can You Do to Improve Your Website Conversions?
1. Offer visitors relevant alternate content just prior to their exit from your site. Up to 9% of your visitors will click and take a second look at that alternate content before leaving. Think of it as the secondary filter that will trap more gold, er rather, visitors and keep them on your site for longer. It’s definitely worth our while to do this, as more than half will become leads.
Website Conversion Ideas: Use Outbrain or LinkWithin to suggest other relevant posts on your corporate blog to keep them reading. Include a link to your latest white paper that shows how you’re a thought leader in the industry.
2. Personalize content as much as you can. I like to use different social media assets when promoting my blog posts online. The headline that works on Twitter is different to the one I use on Google+. Use marketing automation tools to help build dynamic landing pages for your big ticket prospects. That way they’ll feel more of a bond with you when they visit (you’re starting the relationship building right from the start.)
Website Conversion Ideas: Use Unbounce or HubSpot to create personalized landing pages. Try out different social media assets on your different platforms (Twitter, Pinterest, LinkedIn, etc.) and see which one works better.
3. Shorten your copy. Visitors have limited patience, and are not in the mood to read a huge wall of text on your site. They tune out immediately if they can’t gather the information “above the fold”, or if they have to increase the size of your text.
Website Conversion Ideas: Keep your sentences and paragraphs short. Use bullet points were appropriate. Consider commissioning an infographic for a data-heavy page or post. Hire a web designer to freshen up your website.
4. Improve your storytelling. By this I mean improve your writing quality. If there are spelling mistakes and old tech terms in there, your readers aren’t going to stick around, nor are they going to be buying anything from you…ever.
Website Conversion Ideas: Hire a freelance copywriter to ensure your content is of the highest quality. Work with a web designer to have the best looking website to display that stellar content. Get only most articulate and customer-aware people to handle your social media accounts.
5. Use calls to action (CTAs). This one seems like a no-brainer, but a lot of tech companies don’t have a CTA on their website. Each page or post should have one. What is it that you want your readers to do after reading? Download something? Sign up for something? Buy something? Share a link?
Website Conversion Ideas: Analyze your pages and determine what’s the best CTA for that page. After all, a landing page is not the same as a product page, which is completely different from a blog post. Use the right ones for each type of page.
Additional Idea: Vary the type of CTA you use. For example, on your corporate blog, use different CTAs at the end of each post.
And that’s just the tip of the iceberg
At least when it comes to using your bounce rate to increase your conversions. Knowing what pages they’re coming in and leaving on means you can apply these five techniques to those pages. Your conversions will go up for those pages, and any others you decide to tweak.
So, what other things are you doing with your bounce rate stats? What other changes are you making to your B2B marketing campaigns because of it? Hit the comments and let me know. I’m curious.