Bounce rate is a quantitative measure of your website’s quality. The bounce rate of a website is calculated by dividing the total number of page visits with the total number of entries. An average website receives approximately 63% new visits, and has an approximate bounce rate of 40.5%. A visitor may ‘bounce’ from your website by typing a new URL, closing the tab or clicking the Back button. Technical errors like ‘Session Timeout’ messages can also lead to higher bounce rates. Sometimes, visitors bounce from your website by clicking on a link given on the web page that redirects to another website.
You can deliver your message in a better way and sell your products to customers by buying time i.e. by making them stay on the website for a longer period. For this, you need to reduce the bounce rate, which is a product of various factors including content quality, website’s usability, visual appeal, easy navigation, reduced pop-up ads, clear call to action, etc.
Recommended reading: Create your own website: for the entrepreneur and blogger on a budget
Various factors contribute to making your customers stay on the website longer, including:
Gone are the days when websites were designed by revamping existing templates. With an increasing number of mobile users, one page websites have become popular. Today, these one-page designs are custom-made to make them more engaging and interactive. Custom web designs can also be updated according to current industry trends.
Popular trends in the modern web design industry include:
- Interactive videos on top of webpage
- Storytelling animations to introduce products, or ease navigation for visitors
- Patterns and gridding
- Rich typography
- Serif fonts
- Mono spaced typeface
- Warm or dark colours
A custom web design can speak of your brand’s true value.
ECommerce is more complex than simple trading or buying/selling. ECommerce refers to building a website which can cater to the needs of your specific audience. For example, a clothing website with poor navigation will have a higher bounce rate because it will fail to convert visitors into customers.
Efficient e-commerce websites make you stand out and convinces online store visitors to explore your products or services. Hence, a good design requires in-depth understanding your targeted audience and developing a unique proposition for your brand. This can lead to value-based decisions instead of price-based decisions. An efficient website also minimises the bounce rate and maximises conversion rates, which in turn boosts the number of sales irrespective of the ratio of unique visitors landing on your website.
To ensure that your store’s e-commerce design delivers value, quality and a unique proposition to the audience, you need to develop a thorough e-commerce understanding. If you are struggling to stand out from your competition, this free ebook will give you an effective, step-by-step process to increase your sales.
Curate Content Logically
E-commerce offers a direct and indirect approach for B2B and B2C communication. Direct calling is still a rarity in majority of e-commerce business, which is why content is the strongest driving force for improving conversion rates and increasing sales. The direction of your content is entirely dependent on your brand value and target audience.
Visitor engagement is vital for effective B2C interactions. Use words that persuade an action and avoid using third person point of view in your sales copies. Include visible and direct calls to action, and avoid using annoying elements such as pop-up ads and stock images. Distribute your content into clear segments to make it easier for visitors to read.
It also helps to improve the visual appeal of your website. Visitors are usually more interested in their benefit than your brand’s story or values. Eliminate text that reads like spam, and address the specific needs and desires of your customers to make them aware of the benefits that they can gain by buying your products.
Play with the Colours
Previously, ecommerce websites were designed on white backgrounds to make sure those products or services were clearly visible to the audience. Today, clever navigational techniques have changed the use of colours. Now, you can make your website as colourful or attractive as you want. Choose a signature colour to use as your background, and utilise bright colours for call to action buttons.
You can use different colours to highlight featured products and engage visitors with unique videos and pictures. For content such as product descriptions, you can choose simpler and easier to read fonts such as Serif or create a signature custom font.
Creating an engaging and interactive website for engaging visitors requires careful planning, research, design and execution. Any element in a website which is unappealing to the audience can make them lose interest, leading to higher bounce rates and reduced sales. The techniques mentioned in this article will help you build a website that is interesting, engaging, interactive and most importantly, productive.