Okay, so I know I said in a previous post that Bounce Rate wasn’t the most important metric, and it really isn’t! If it is high, it’s not necessarily a bad thing! However, when it’s low, it almost always is a good thing! Now, for those reading this who don’t believe what I’ve put in the title, here’s the image I shared on my Instagram profile.
That screenshot was taken from Google Analytics on my phone, with the date range set to this month so far. It’s not a bad Bounce Rate, if I do say so myself. So, how is it that I managed to get around 81% of my visitors to engage with more than one page on my site? Well, that’s what this whole post is about!
To begin with, I think it’s worth discussng the series posts that I’ve been doing in December so far. For this month, I started a “Digital Marketing for Beginners” series of posts, all of which contain links back to the previous entry in that series. Why is this important? Well, if someone is coming to the post to learn something, and they see that there is another article on the same subject, they’re almost certainly going to want to read that too.
On top of that, making the reference to the previous part a link gives them quick and easy access to it. Place it in the opening sentence as well and they won’t have time to miss it. Finally, you need to make it obvious that it is part of a series! I usually say someting along the lines of “back in part 3”, followed by a one sentence overview, and link the words “part 3”.
By showing visitors that there is more content available that is direct interest to them, and providing them with a quick and easy way to get to it, you can keep that person engaged with the site and your content!
Referencing Old Content
Now, this is similar to the above, but the big difference is that you don’t need to do series style posts to do it. Basically, whenever you find yourself writing about a topic that’s similar or related to something you’ve spoken about before, you should like to that old post.
For example, if you are writing about page structure and had previously written a post about the best ways to use heading tags, you could link to the heading tag post. It is related to the current topic of discussion and would be useful to those reading the new post. Just, don’t start throwing in links wherever you want to whatever you want. You need to make sure you are sending your visitors to content that they will actually want.
Doing that, once again, makes it easy for them to get the information they need and to navigate around your posts! As the internet “rule of thumbs” states; if you need more than one thumb press to get somewhere, then it’s too hard.
In other words, you need to make it as easy as possible for people to move around and navigate your website. The more difficult it is for them to find related content to what originally brought them to the site, the more chanc they bounce.
Once again, this follows on nicely from the last point, which is kind of the whole point of this post really. Once a reader has finished going through the article that they landed on, hopefully what you’ve been writing is good enough that they want more! So, you’ve kept them interested enough to keep scrolling – how do you keep that interest so they stay on the site?
The best way would be to give them links to related posts! And I don’t mean text links in the content, nor do I mean the blocks of random “from the web” links that you see on a lot of sites these day.No, I’m referring to a slider of featured images and post titles for articles you have written on your site that is related (either directly or indirectly) to the post. So, using our earlier example of a post on page structure, the related articles could be about analysis user behaviour, or how to craft the perfect Call To Action button.
Both of these posts, whilst not specifically talking about page structure, would be of interest to people reading an article on page structure. Why? Because the user behaviour article would help them understand what is wrong with their layout and structure in general, and being able to create really good CTAs means they can make use of their improved page structure to get more conversion.
So, as I said, the posts are not directly related but are still of interest. And people will generally appreciate that and actually click through and read the next article!
And There You Have It
It’s really not that hard to improve engagement levels on a blog… In fact, even if you’re a business, you should probably have a blog these days anyway! So you could even throw “related products” into the mix, with “add to cart” buttons right there for the user. This, in turn, would probably help to improve your overall conversion rate as well!
Do you have any tips or tricks to help increase engagement levels? Or have you done any of the 3 tips mentioned in this article and seen an improvement in Bounce Rate? Why not share it in the comments below?