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In digital marketing, “bounce rate” is an analytical term that simply means a single page or non-interaction visit.  In other words, the act of a visitor from Google or any other website visiting one page but not interacting with it before leaving is known as bounce. Even though Google does not primarily use bounce rate as a ranking signal, it does use it as a proxy signal for engagement. Lowering the bounce rate is not a guarantee for improving rankings. However, it does have a positive impact on how websites are perceived by search engines.

Digital marketers normally take steps to reduce bounce rates to a minimum. But how do they go about doing it? Here are 6 tips that all digital marketers advise.

Linking to related content

We often see related articles in the form of little widgets at the end of the article. Digital marketers generally place these links higher in the content so that people can easily see and engage with them. Even if the particular article they are reading hasn’t captured the intent perfectly, the reader still has the links to the additional resources provided by the website. If they click and explore the other pages, their intent gets satisfied. As a result, the bounce rate is lowered. Thus, related articles should be linked with each other prominently to achieve this.

Using Call to Action

One of the best ways to bolster your Call to Action(CTA) is by including the ranking keyword into the phrase. Digital marketers can take the top keywords and insert them carefully into the CTA. For instance, a website about credit reports can have a CTA reading “ get my credit report” instead of the same old “Add to cart”. This is a smart way of improving customer engagement and lowering bounce rate.

Applying inverted pyramid style writing

Every digital marketer aims to prepare content that will engage people when they come looking for answers. This means that they have to hook them early and look to draw them into their content. Here, the inverted pyramid style of writing works phenomenally. It starts with a lead, a quick answer, followed by details and then the actual content. You have to show them what you’re going to promise them and then pull them into the details.

Simplifying site search function

Your brand’s website has to have a simple and obvious site search function. If the site can provide an easier alternative to Google, the visitor will use that site instead of going back to Google, which would have been a bounce. On the other hand, if they use your site to search, you have engaged them. This is especially important if you have a resource-heavy site.

Adding media

Some of the highest engagement that your page can achieve is by adding images, videos and different media. The average person watching such videos on sites generally stay for 9 to 10 minutes. Pages with images, videos and texts generally perform better than those without them.

Reducing rage and dead clicks

Rage clicks refer to the act of visitors clicking a link or a button but it doesn’t work. This could be anything from a special colour text, an image or any element of a site that does not work. The issue can be javascript related or a case of bad website design. Fix them at the earliest hour as this directly affects the bounce rate.

The bounce rate is an important aspect of the digital market which is best left to professionals. There are competent professional digital marketing agencies that can help improve any brand struggling to make an impact in the market.

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