How to Lower Bounce Rate To Improve Customer Experience

If you’re reading this post, chances are you’re already highly aware of your website’s performance metrics and data. People at your company most likely turn to you with marketing questions and task you with projects like deciphering online marketing data to upper management.

In this post, we’re going to look at how to lower bounce rate to improve overall user experience.

Update, Enhance or Improve Your Design

Poor design is being tolerated less and less by savvy web users. Make sure all of your on-page elements are designed and laid out in such a way that it drives your user towards a particular action or goal. Look at your website navigation, color themes and use of white space. For more on this, read our recent articles on website navigation and tips for great website design.

Avoid Pop-Ups

In general, pop-ups do not perform well. There are always exceptions to the rule, but for the most part, pop-ups are generally avoided by the top ecommerce websites out there today. The reason is that pop-ups tend to annoy people and disrupt the overall user experience.

Open External Links in New Windows

This is one that is commonly overlooked by many companies. If you’re linking to third-party content on any webpage on your site, make sure you have it open in a new window. Otherwise, you’ll redirect the user off your site and they probably will not return. All you need to do is add target=“_blank” into the link code.

Increase Your Speed

How quickly your website loads plays an important role in overall user experience and ultimately bounce rate. It shouldn’t take more than a couple of seconds for the user to be able to interact with your site. Anything longer and you’ll likely notice a higher-than-average bounce rate, because people simply don’t have the time to sit and wait for a website to load. They will go elsewhere to find the content they were looking for. You can check sites load time here. How your site loads is a key factor influencing factor in search engine visibility so talk with your SEO and IT team about this.


We’ve said it before and we’ll say it again – your website NEEDS to adapt to mobile and tablet devices if you want to provide the best user experience. If your site is not device dynamic yet, make the changes now and you’re almost guaranteed to see your bounce rate decrease.

Be Clear and Set Expectations

Your content should be well-written and free of industry jargon. Additionally, let your visitors know exactly what they can expect from you. For example, on your contact page, tell them how long it typically takes you to respond to emails and phone calls. If you’re giving them something like a whitepaper or tutorial, tell them exactly where they can find/download all the materials.

Include Calls-to-Action

Every page on your site should include at least one call-to-action based on your goals. Whether you want them to request a quote, download a how-to guide or sign up for a webinar, you need to guide the visitor towards this action with compelling content and end with your call-to-action.

Offer Search Functionality

It’s best to have a search box prominently placed on your website. This will give your visitors an opportunity to search for the content they are looking for if they can’t easily find it with your standard navigation.

Helpful 404 Page

Of course you don’t want any visitor to reach this page, but sometimes it’s inevitable and you should plan accordingly. By being proactive, you are attempting to turn a negative experience into a positive one. On the page, tell visitors the content can’t be found on that page. Then provide links back the homepage and other key sections of your site. Be sure to use friendly language and keep the design consistent with the rest of your site. You may even want to try a little bit of humor to spice things up. Check out this post for 404 page inspiration.

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