Keep Users On-Site: Lower Your Bounce Rate Gary Parkinson November 23rd, 2015 Many marketers recognize that inbound traffic is an important metric to track, but struggle to maintain it. If you use Google Analytics or a third-party tool to measure your website traffic you’ve probably seen the term “Bounce Rate” featured on your list of analytics.Bounce rate is typically defined as the percentage of people who leave your website after visiting one page. Analytically the bounce rate is closely related to the average time a user spends on one of your webpages. These two numbers indicate how users engage (or don’t engage) with the content on your website.What causes a high bounce rate, and is there anything you can do to lower the number of exits? We’ve compiled a list of tips to keep people on your webpage and encourage them to engage with the content on your site.Provide The Right InformationPeople have very short attention spans and look for content that adds some form of value or meaningfulness to their lives. Think about how much time you spend searching for information about a particular topic during work or in your personal time. How many websites did you visit and then exit throughout your search? How much time did you spend on each page? How many of those sites contained content that answered your questions almost immediately after you landed on the webpage?Consider your own search as a guide to produce quality content for your website. If you left a page because you felt the content lacked value then expect users to feel the same about the material published on your own website. Informative content keeps people on your page and is more visible in various search channels, which helps even more searchers find your site.Include Links to Other ContentCheck the average time spent on the page in your analytics and determine how much time the average user spends reading your content. If the average time exceeds one or two minutes, it is a strong indication that people are taking the time to read what you create.Once you know that users find your content interesting keep them around by including links to other content on your site. Use your judgment and decide whether you should link to a similar informative post or direct them to make a purchase with a clear call to action.Always think about how you want to manage inbound traffic in tandem with the end user experience. People may not be ready to convert into customers after landing on a particular page, but you can keep their interest with links to relevant content. KISSmetrics has some great advice on adding links that will keep users engaged and reduce your site’s bounce rate.Be careful though - you don’t want to oversaturate your content with too many links. People often assume pages that are overstuffed with links are spammy, which will actually increase your bounce rate.Make Your Site User-FriendlyOne of the most frustrating browsing experiences for a user is landing on a webpage with a poor design. Pages that contain an abundant number of banners, advertisements, and thin content immediately send up red flags and cause people to exit the page.‘User-friendly’ also means providing the best possible experience for people who arrive at your site via desktop or mobile. Mobile web browsing is growing and mobile content that lacks quality resolution or a poor display will cost you a sizeable chunk of prospective browsers.Mobile-friendly content is more important than ever before. If you’re publishing new content remember to check the resolution on your smartphone or tablet. Also, be diligent about mobile testing when performing a website audit or creating new pages on your site. It’s better that you catch any issues on mobile before users land on the problem and increase your site’s bounce rate.