How We Brought Down the Bounce Rate from 93% to 5% (Case Study)
Yes. You read it right. We did this in 3 weeks! Sharing with you a case study of what magic we did for our biggest healthcare client's blog module.
Everybody knows that blogs are very important for SEO. It is common knowledge that the quality of blogs should be of top grade for it to perform in the intended way. Writing in a compelling manner can be the reason for you to have a leg up in the competition. But what I am going to say now is something you might not have expected. Yes. With all the lion's share of recognition going to the content for a blog (which cannot be ignored), there is more to the success of the blog rather than just the quality of the content. Read on...
So what's the Hype about Bounce Rate (or is it?)
You will second me when I say that bounce rate is the most discussed topic when it comes to customer retention. After all, ideally that's what is the intent right? Yes... customer retention.
Well, bounce rate can be simply defined as the percentage of people who visit your website but leave without clicking anything else. It is the percentage of visitors who come into your website, stay there for a few seconds and leave the website altogether.
Bounce rate is different from exit rate since the latter refers to the percentage of people who leave your site from a page in your site that they visited from another page within your site. You can know your bounce rate when you look into your Google Analytics.
What Does It Mean to Have a High Bounce Rate?
High bounce rate for the website or a blog can be translated to the visitors quickly checking out the content and deciding it is not for them. The reason for the high bounce rate can be because of irrelevant content or people visiting your website by mistake. Whichever be the case, it means that you have some improvement to make since bounce rate and exit rate are key factors for Google to determine the overall rating of your website.
And now to the major question:
What Is Considered to Be a Good Bounce Rate?
Now, that's the answer that we are all looking for. After all, numbers have their unique way of reaching the audience, right? The ideal bounce rate for the website pages depends on the type of content and the aim of the content at that particular page. For example, simple landing pages can have a bounce rate of 70-90%, while for the service sites it should not be more than 10-30%. As for the content sites like the ones with the blogs, the ideal bounce rate is 40-70%.
Now to the crux of this piece!
Steps we took to reduce the bounce rate
Our digital marketing team sat together and brainstormed ideas. This is what we did.
1. Better readability
Though the content was truly informational, the structure of the content written was not appealing to the visitors. Thus, we changed the big paragraphs into pointers making them into byte-sized content that increased the readability for the visitors. The pointers also helped in making the blog feature in snippets.
2. Addition of images and videos
Yes. There is no denying that content is the king. But you will agree with me when I say that images support the content immensely. Content that is provided with relevant images gets 94% more views than the text -only contents. We removed the stock images and added images given by the client. A video which talked about the content was embedded as well.
3. Focus on customer retention
Crazy Egg is a cool analytics platform which we used. It helped us track and optimize the website's visitor behavior. This tool uses some eye tracking tools like scroll map, confetti and heat map which helped us understand the interests of the customers and in turn increase the conversion rate and boost the profit of the website.
4. Adding CTA buttonsCTA buttons at strategic places help in conversions. Following Crazy Egg's suggestions, once the CTAs were in place, bounce rates started dropping and conversions started increasing.
5. Optimizing the content
We selected old outdated blog written a few years ago and made them relevant and readable. We also added little more information which made the blog wholesome and useful for the reader. Example: https://kauveryhospital.com/blog/neurology/i-have-a-burning-sensation-on-my-feet-why-are-my-feet-on-fire/. This blog explains why people have burning sensation on their feet.
We added symptoms of burning feet syndrome in the form of a slide show. Yes. Multimedia helps in reader retention.
Hey Presto! The bounce rate reduced to 5% from 93% for this blog.
The bounce rate reduced to 63% from the high nineties for the entire blog module.
Before we go
Why don't you try these tips and reduce the bounce rate for your blogs? If you are looking for content writing services, you know we are just an email away.