If you’ve been hanging around long enough here you know how I feel about blogging, and how important blogging is for your business.

Blogging is a great way of engaging with folks, and maybe more importantly, blogging is also crucial for improving your website’s bounce rate.

Bounce rate you say? What is bounce rate?

Bounce rate is defined by Google as the percentage of single-page sessions (i.e. sessions in which the person left your site from the entrance page without interacting with the page).

In layman’s terms, a high bounce rate means that visitors land on a page on your website and leave that same page, exiting your site, without ever visiting another page or post on your website.

As Avinash Kaushik defines it, “I came, I puked, I left”. More on that in a second.

A high bounce rate is a naughty naughty thing for your website, and for your business and bottom line.

There are multiple factors that impact your website’s bounce rate like usability and design. That’s right, your website’s design can have a huge impact on your bounce rate. That’s another post for another day though.

So, how does blogging improve your bounce rate?

First we need to discuss visitor behavior. There are three types of visitors that you need to account for, and design for, on your website.

How three visitor behaviors are impacting your bounce rate

The diver.

A “diver” is someone who thankfully has interest in your content and has patience enough to peruse your site carefully, diving deeper and deeper into the content you’ve spent so much time creating. Your main goal should be to convert all website visitors into divers. Divers are your money makers. They are your biggest fans, and most loyal visitors.

The skimmer.

A “skimmer” is a visitor who quickly breezes through your site, looking for very obvious indicators that they are in the right place. This could be images, text, or something else that stands out. Skimmers are normally less patient than divers, but, if your site is designed the right way, they might stick around longer. There are several things you can do to convert a skimmer into a diver. Using headings and images in your content is helpful because it gives readers bigger visual queues as to what your content is all about.

The bouncer.

A “bouncer” is a visitor who makes their mind up extremely fast as to whether your site has value to them or not. If something doesn’t look right, they’re out of there fast.

Bouncers are the ones who are killing your bounce rate.

As previously mentioned, your main goal is to convert bouncers into divers. There are two main ways to do this.

How to improve your website’s bounce rate

Step 1. Don’t have a crappily designed website

Is crappily even a word? Well today it is. Here’s the deal though, the design of your website (in particular the entrance or home page) is the achilles heal of your bounce rate, and to your success. Even Google says so. As I’ve mentioned before, great design can solve problems.

Sure you have to have great content, but the design, colors, fonts, etc.. is what people see the second they hit your site.

You know how I like to talk about designing to convert? Yeah, that.

Having a clean and clear design with improved readability is crucial.

You know what else is crucial?

Step 2. Blogging

How can blogging improve your bounce rate? Well, if you blog often, and provide high quality content, you’re giving humans and search engine spiders more and more reasons to visit your site, and stay on your site, and potentially, turn into a diver.

If you provide quality content, visitors will land on your site, and dive deeper and deeper through your posts, pages, podcasts, and any other content you stayed up late and missed re-runs of Seinfeld to craft.

Blogging, yes blogging will improve your bounce rate folks by keeping visitors on your site longer. There are other strategies that good bloggers do like interlinking their content, that will further improve bounce rate.

Back to that puking thing:

So, your homework for today is to go login to your WordPress site, and write a blog post.

Class dismissed 🙂

Published by Chris Langille

Hey I'm Chris, the creator of Structrd. We're on a mission to help business owners evolve with digital marketing services and coaching.

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