When driving online traffic to your site you want to make the most of every visitor that comes through the doors. The amount of time that they spend there is directly related to the success that you’ll have selling your product.
It’s essential for these customers to take in as much of your site as possible, but a percentage of these will leave after viewing only one page. This figure is known as a bounce rate, which are those users who don’t take in any more than the initial page.
The aim in ecommerce is to reduce this rate, so that almost every visitor is exploring and learning more about the site.
This will improve the amount of conversions that you see and how much you make from every visitor.
To do so you must first look at the design of the website, and whether your visitor is inspired to click further. If the viewer doesn’t need to click further to receive the information that they need, if they do then this will show as a 100% bounce rate on the site. Changing this site design will help to reduce the rate of viewers that appear to be leaving without reading the content.
The type of traffic that the site sees will also have an effect on its bounce rate, as ideally this should be the right traffic. Higher value traffic will be the customer that is interested in your brand and wants to learn more about it. As they travel around the site and browse the products this will decrease the bounce rate.
A strong call to action, or CTA, will direct the viewer around the site and help keep them on there for longer.
This shows the viewer where they should go next and what other content is available to browse on the site.
Other factors that can influence how long a user stays on the site are the loading speeds of the pages. If they act fast then they’ll be more likely to load another and browse along the site further, as it’s not cumbersome.