As we all know high bounce rate is one of the many worst things that a Marketer can face and when it comes to an eCommerce website, the sole purpose of conversions and sales is diminished with a high eCommerce bounce rate.
And hence the eCommerce bounce rate has to be considerably low.
Wanna get rid of bad eCommerce Bounce Rate?
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The eCommerce market is an extremely competitive industry; Therefore, companies always aim to follow creative ways to increase their sales and the number of satisfied customers.
Online customers not only expect personalization on eCommerce websites but are also willing to share their experience and personal data for a personalized and improved shopping experience.
As an eCommerce brand, you may have found many visitors that may stay on your website for a few seconds, but later bounce away without actually making any purchases or leaving any trace.
An online study in 2011 revealed that it only takes around 0.05 seconds for visitors to decide if they like their eCommerce site enough to stay or bounce. The attention span of Internet users has only declined since then.
Today, for almost every major eCommerce brand, a high eCommerce bounce rate is one of the most common growth killers.
To reduce high eCommerce bounce rates, among the many digital marketing tactics, eCommerce personalization stands out as a powerful solution. According to a Gartner prediction, there would be a 15% profit increase by 2020 for those who manage successfully Personalization in eCommerce.
In this blog, let’s take a closer look at what the bounce rate in eCommerce is, why the bounce rate is so high on eCommerce websites, how it affects eCommerce businesses, and what data personalization techniques can help reduce the bounce rate.
What is Bounce Rate?
By the definition of Google Analytics “A bounce is a single-page session on your site that is specifically calculated as a session that triggers a single request to the Analytics server, such as when a user opens a single page on your site and then it closes without triggering any other request to the Analytics server during that session. ”
Visitors bounce from your website by leaving the tab, entering another URL, clicking on the Back button, clicking on the link of a different website. In the case of web hosting errors, it may occur due to a time Session timeout. Current data places the average bounce rate of e-commerce stores at 45.68%.
To determine your bounce rate, you can use this: formula
A higher bounce rate indicates that your website could not convince the visitor to stay and act on your CTA to buy your product.
Why do eCommerce websites experience high bounce rates?
Many reasons can cause a high bounce rate for your eCommerce store. Some of the common reasons are:
- Difficult site navigation
- Not user-friendly website design
- Very few relevant web pages
- Non-engaging website content
- Not optimized for mobile devices and other devices
- No compelling CTA on products.
- Long loading time for landing pages
- Complex UX and UI
- Too many interfering ads and popups
Such poorly optimized websites can cause a high bounce rate in an eCommerce store. If there is no impression on users who visit a product page, you can have them leave without making a purchase. This means that you could not Convince your visitors about your products. A higher bounce rate on a website can affect and worsen your search engine ranking, thus affecting the eCommerce business in general.
How does personalizing the eCommerce experience help?
Improving the eCommerce website for individualized interactions and personalized customer experience plays a great role in reducing bounce rates. Personalization can be achieved in several ways. Dynamically browse the user’s search history to display content, media, recommend a product and much more based on their demographic cache data. To incorporate personalization techniques into their marketing strategy, eCommerce corporations will focus on exclusive factors such as website content, advanced automation techniques, AI and analysis techniques.
Also, a study behind the eCommerce personalization by Infosys speaks for itself:
- 59% of shoppers say that personalization influences their purchasing decisions.
- 31% of customers would like their shopping experience to be more personalized than it is.
- 74% of customers feel frustrated when website content is not personalized.
Calculate how much money you are leaving on the table with our Web Personalization ROI Calculator
What are the most effective data-based Personalization techniques to reduce the Bounce Rate?
1. Personalized Homepage
It is important to start personalization with your homepage. You can create a personalized homepage by dynamically changing its appearance and content to match the type of visitor to your website.
There are two types of visitors:
New – You need to make your new visitors feel welcomed. They need to get informed and familiarize themselves with your website as quickly and efficiently as possible. Complex navigation could potentially drive new visitors away, as they are not familiar with browsing your site. Keep your interface easy enough to use so that new visitors know where to go next.
Returning – Thank the returning visitors for visiting your website again. They will be delighted and will feel valued if you recognize them. You can also offer them a reward or coupon as a token of appreciation.
For example, Sprint shows an exclusive offer for its returning visitors.
2. Plan a consistent content strategy
It is recommended to experiment with different content strategies to run a successful eCommerce website. But on the other hand, marketing experts also ask you to create and run your website on a consistent content plan. So how can we achieve both at the same time you can. Many successful eCommerce websites make use of both of these content strategies to improve their user experience. If you want your visitors to stay longer on your page, then you need to have an adaptive content strategy and run your website on a content plan that best gets involved with your type of audience.
For example, Barilliance keeps track of its user’s location and changes the type of content in action accordingly.
On sunny days, this eCommerce store shows a summer outfit.
But when the weather shifts in the user’s location, the image of the category image page changes.
3. Show dynamic content
To run a successful eCommerce store, it is necessary to have a great understanding of each visitor that comes to your website. To start with personalization, keep in mind that each visitor has a different personality and intentions to visit. It is highly recommended by Marketing experts to not show the same content and messages to different types of visitors. Not all visitors can relate to the same content shown; therefore, it will not stir the interest of its visitors. Your content must adapt to the personality, interests, and tastes of its visitors. For example, to offer a coupon code to a new visitor, you can customize the CTA text of your window pop-up based on what the visitor is currently browsing.
A great example is how the CTA of its discount offers dynamically changes in Zalora. A visitor who navigates the men’s t-shirt receives a pop-up window with a discount offer on men’s shirts as well.
4. Use high-quality images
Images are a useful content tool to capture users’ attention. Image content is widely used on an eCommerce website to reduce the bounce rate. Many websites use high-quality creatives and photographs as their Full-screen backgrounds because they have proven to be very useful. You can use high-quality images on your website as background sliders, full-screen backgrounds, parallax backgrounds and even as online images next to the CTA buttons.
For example, the Olive Ave online clothing store uses a variety of high-quality shots to showcase your product
5. Use the content of the videos to attract visitors
Videos don’t just grab user attention, they hold it. According to MistMedia, 88% of visitors stay longer on a website that has a prominent video displayed. Plus, those that stay longer are 64% more likely to make a purchase. Videos contents have so many different forms of persuasion tools such as animated, review, guide, ad, brand aesthetic contents, and more. Many successful eCommerce stores make use of video content on their home screen and add a CTA button next to it.
The videos not only attract the attention of the user, but they support it. According to MistMedia, 88% of visitors stay longer on a website that has a prominent video shown. Also, those who stay longer have 64% more likely to make a purchase. Video content has many different forms of persuasion tools, such as anime, review, guide, advertisement, brand aesthetic content and much more. Many successful eCommerce stores make use of video content on your home screen and add a CTA button next to it.
For example, Lane Bryant has put video without showing how clothes look while on the move.
6. Exit-intent triggers
When a visitor is about to leave your website, you can display an offer of exit-intent to create a trigger that can help you take advantage of your visitor’s attention momentarily and prevent bouncing. Good customer experience can be boosted by showing the right kind of content, at the right time to the right kind of visitor. The content of the exit-intent trigger has to be real-time and personalized. Some technologies help you automatically create an exit intention trigger, such as a limited time discount offer may appear for a particular visitor just before they leave their e-commerce store. Companies can also use exit intention triggers to capture visitor details, such as email addresses.
A rising bounce rate is one of the many difficulties shared by several eCommerce business owners. It is discouraging to see a potential customer visit your website but then leave without converting into sales. Although, as we mentioned earlier, there are many reasons for a high bounce rate, the key to overcoming it is to understand your clients’ purposes of visiting your website. This is only when you can create an attractive customer experience through personalization.
Follow these notable data personalization tips mentioned above to not only reduce your bounce rates but also to improve your business earnings. The drop in the bounce rate guarantees better customer engagement with their eCommerce stores. These techniques can help your eCommerce business optimize your platform for the reduced bounce rate.