Every day, an eCommerce store dies at the hands of a high bounce rate. And if consumers were buying their product, eCommerce stores wouldn’t die. A visitor lands on your website and then immediately clicks the exit button because, if consumers are leaving, they ultimately aren’t buying. It only takes about 0.05 seconds for visitors to decide whether they like your eCommerce site enough to stay or bounce away.
Given that the bounce rate is a common phenomenon, eCommerce stores have leveled up on their engagement by grabbing their visitors’ attention from the moment they enter their site.
So what is a Bounce Rate? Let’s understand
A bounce rate is the Key Performance Indicator (KPI) that can be determined by various eCommerce analytics tools like Google Analytics. The bounce rate is the percentage of people who leave your website after visiting only a single page. Your bounce rate measures the percentage of visitors who navigate away from your website after viewing only one page.
A high bounce rate signals that there’s something off-putting on your site. It could also tell you that you might be attracting the wrong audience to your site, this directly impacts your conversion rate.
Here are some events that count as a bounce on your website:
- The user clicks the back button after viewing a single page.
- The user exits their browser after viewing a single page.
- The user clicks to another website that takes them elsewhere after viewing only a single page on your site
Reasons for why are your visitors bouncing back and causing a high bounce rate?
There are two primary reasons that bounce hurt eCommerce stores.
First and most detrimental, a bounce means that someone didn’t make a purchase and second, the higher the percentage of visitors who bounce on your website, the worse your rankings are. When people leave after viewing only a single page, Google takes note and demotes your domain authority.
A rising bounce rate is an obvious sign that your site has off-putting elements or underlying issues that you need to address. A bounce is triggered by a number of reasons and situations.
Though there may be many reasons for the elevated bounce rates in e-commerce, below is a list of the common ones:
- Poor website layout
- Uncertain and unfriendly site navigation
- Ill-favored and non-engaging web content such as Product or Banner Images, Text Audio, and Video
- Only a few relevant pages on the website
- No Effective Call-to-Action on product landing pages
- Not optimized for mobile devices or other devices other than desktop
- Confusing UX and UI No trust symbols used in the website
- High page load time of the landing pages
- Too many intrusive ads or popups intervening with the user experience
Measures to reduce the high bounce rate
It principally falls down to the following implications:
The quality of the website: If your site is unpleasant, uninviting, and technically flawed, it drives visitors to leave. These include slow loading page, broken links, poor design, poor navigation, low-quality content, etc.
The intent of the visitor: If the site’s purpose and what the visitors are searching for do not match, they are driven away to seek other content. This also reveals hidden problems like possible bad backlinks from referral sites and misleading headlines.
The completion of a goal: If visitors have already obtained the information they need from other sites.
Measuring the bounce rate is important for any website, but measuring it right is more important. Now we’ll discuss exactly what you can do to improve your bounce rate, save sales, and build customer relationships.
Optimize Your Product Page
The product page is one of your most valuable assets. Your product pages are designed as a sales pitch model to tell your visitors more about your products, their benefits and features, and why they’re worth it to buy. Thus, personalizing your product pages is an essential part of eCommerce personalization. It’s the final barrier between a prospect and a customer.
Prospective Users browse through reviews, making a decision that marketers often play far too little of a part in. Showing what other people bought alongside the product they’re currently viewing can also help you optimize your product page.
Optimizing it for SEO is equally important especially if many of your visitors are coming from search engines. One of the best ways you can enhance your store’s SEO is by using rich snippets. When people see the price, availability, rating, and number of reviews on a product they want to purchase, most can decide whether to visit the store or not. Automatically, this will improve your bounce rate.
Often, it’s the product page on your website that makes or breaks the sale. If you want to lower your bounce rate, then you need to keep your product page clean, include reviews, post an obvious CTA, and write compelling copy.
Segment Your Email List
The more segmented your list of prospects, the more personalized the buying experience will be. Each prospect receives what feels like personal recommendations. Keep in mind, the concept of personalization doesn’t just apply to email lists, it also applies to website copy, live chat and messaging, and even customer service software.
Personalizing through list segmentation makes a huge difference. But why? Why are people less likely to bounce on your website with a segmented email list? Because you’re only sending emails that are relevant, and thus interesting, to them.
So the more segmented your email list is, the better.
Exit Intent Triggers
An exit-intent pop up can be displayed when a visitor is about to click the exit button. This can help you grab your visitor’s attention and momentarily stop them from bouncing away. Timing when and what offers should be displayed is a good customer experience booster because it’s all real-time and personalized. An exit-intent overlay is a popup that comes to the forefront of the screen when someone tries to leave your website.
Use exit-intent pop-ups to get some of their attention if they’re leaving without purchasing, add some flare to your exit-intent popup by offering something special to the person who’s trying to leave your website.
Streamline The Shopping Experience
You’d think this is ordinary wisdom, but you’ll be surprised how many eCommerce stores unintentionally make the shopping experience difficult for visitors or shoppers.
A study has shown that 11% of cart abandonment happens because shoppers see the checkout process as too complicated. Some industries experience cart abandonment as high as 83.6% according to this chart from the Sales Cycle. Providing a smooth user experience is the key to conversion.
Here are some important tips to include in your eCommerce store for smooth user experience:
- Optimize your eCommerce Checkout experience so that the customers do not abandon the carts. Show the trust signal to gain trust from a potential customer.
- Translate your website content for international visitors.
- Improve the navigation speed between different pages.
- Write fresh content and Improve content readability.
- Use the keywords that get high volume traffic.
- Make your website cross-platform compatible.
- Invest in a great UI and UX.
- Make sure your website supports mobile devices.
- Optimize the CTA button in the right place.
What’s a reasonable eCommerce bounce rate benchmark for your website, you ask?
The truth about an “acceptable” bounce rate is it’s always contextual and subjective. There are many areas of a factor such as industry, products, competition, etc. Each eCommerce website has different objectives and goals, so what may be acceptable to one may not apply to another. But, if you are looking for industry benchmarks, bounce rates generally fall between 46% – 65%.
Well, according to the latest data, somewhere between 30% and 55% is acceptable.
But, in reality, an acceptable bounce rate depends heavily upon what kind of page people are landing on.
To determine your bounce rate, you can use this formula:
Keep in mind that bounce rates of more than 50% can negatively impact on your conversion rates. At the end of the day, your result should be a sale, and if that’s not as per expectation, it’s time to analyze why.
I’m sure after reading about eCommerce and it’s personalization time and again you must also be eager to learn about what really eCommerce personalization is and how it can contribute to lower your bounce rate.
What eCommerce Personalization Basically Means?
The term eCommerce Personalization refers to the process of dynamically displaying tailored fit messages and customized experiences to each user that lands up on your website. This process is done by using and analyzing personal data like demographics, buying behavior, and browsing history to uncover patterns relevant to visitors.
Benefits of eCommerce Personalization
Here are some of the advantages that you can enjoy:
How Can the Personalization of eCommerce reduce Bounce Rate?
Increase Sales By Increasing Conversion
Personalization can help to improve conversions by presenting the information. Adopting a focused approach that is customized to their behavior and liking, to promote a particular product will definitely help them in a successful transaction.
Increased Engagement With The Website
According to a study, almost 60% of customers prefer it if an online store remembers their contact details and purchase information. The increased engagement directly adds to the bottom line of the company and also save you marketing cost to increase customer engagement.
Improve Customer experience
eCommerce personalization helps to build a long-term relationship with customers through customized landing pages, targeted ads, and automated email, which helps users find a specific product that appeals to their needs. This also benefits businesses by improving customer satisfaction and the lifetime value associated with each customer.
Improve Customer Loyalty
The Exact Target and Forrester Consulting found that 84% of marketers believe that personalization positively impacts customer retention and loyalty. For most of the businesses, brand loyal customers are their biggest influencers and brand advocates who not only purchase the products themselves but also recommend them to others.
Incorporate a Live Chat
In eCommerce Personalization, real-time customer interaction and customer service like live chat are also vital. The main purpose of a live chat is to help visitors with their questions in real-time without having to email or call.
Targeted Cart Recommendations
Suggesting relevant items at the cart page can help you increase your average order value. You can do this by applying upselling and cross-selling strategies. The shopping cart is a good touchpoint to upsell and cross-sell more products by using the visitor’s browsing activity and cart items.
Display Dynamic Content & Messaging
Every traffic coming into your site has different motivations and goals for visiting. It’s a big no-no to display the same type of content to different types of traffic. If you do this, you are not stirring your visitors’ interest because they cannot relate to your content. A successful eCommerce personalization starts with a great understanding of your visitors. Your contents and messaging must adapt your visitors’ persona, intentions, interests, and likings. For instance, if you want to offer a coupon code to a visitor, you can personalize the copy or call-to-action of your popup coupon based on what the visitor is currently browsing.
Remember that you’re building a relationship before you ever make a sale, If a consumer doesn’t trust you, they won’t buy from you. In the end, you should probably spend more time measuring and working on lowering your customer bounce rate than you do almost any other part of the website.