How do you reduce your Bounce Rate?

Question

In B2B products that is especially challenging, IMHO. Maybe, you have some tips to share?

Katya Veremeichik · Accepted Answer

@paul_vanzandt I really should review our landing pages, do some a-b testing. Thanks!

Katya Veremeichik · Answer

@helene_san that is very interesting! could you share an example with me? I am running a B2B SaaS product

Prasanna · Answer

Here are my experiences with this. :) I'm trying to list things that go beyond product-market fit and value for users.

Optimised Targeting: the better we've been able to understand our audience, the more targeted we've been able to direct our marketing efforts to resonate with them. This resulted in more qualified leads coming to the website landing page.

Context: I've seen bounce rates (along with time spent in sessions) vary massively depending on the kinds of promotions being run to drive leads. In general, leads from paid campaigns seem to be less engaged than leads from organic sources.

Custom benchmarking: I personally realised through the years that there is no set benchmark for a good bounce rate. While there are cues to take from, it's definitely an iterative process to figure out the optimal bounce rate for your use-case. There is a chance that the opportunity for optimisation lives somewhere other than the bounce rate.

Katya Veremeichik · Answer

@vaibhav_taneja Great idea, I actually have a quiz in my content plan for this month!:)

Hélène SAN · Answer

I'm using a new type of interactive content such as Web stories: Snackeet is a powerful tool (if you are running a btob product) to create Web stories and it's easy to share especially in your Email/SMS campaigns and on your Website

Paul VanZandt · Answer

I'd start with providing options that push people to sign up but don't push them away. After that, a good step is revisiting your content to ensure that it's providing a lot of organic value.

Vaibhav Taneja · Answer

Try using interactive content pieces on your website like- polls, quizzes, calculators, surveys, etc. which actually keep the audience engaged on our website and gives you qualified leads, and reduce the bounce rate since a customer loves interacting with such type of content.

Daniel Engels · Answer

Bounce rate is even more of a concern for B2C products, where the intention to buy might be weaker.
For B2B products, the advice is:
- make your web page relevant to what the prospect is looking for. If necessary, create separate landing pages for specific use cases.
- avoid using generic photostock pictures
- put in advance some social proof, but avoid making your pages look to sales-y
- provide a single appealing call-to-action. 
- if applicable, provide a simple-to-use price estimator or a free service visitors could play around

Hélène SAN · Answer

@katyaveremeichik What is your use case?

Adeline lemercier · Answer

I think the most important thing is to have a qualified data base.

Ps : We launched our new free tool Plezi One today on PH (we are in 3rd position). I'd love to get your feedback. It's a tool for marketers to help them generate leads.

Katya Veremeichik · Answer

@prasannaunar thank you for your insight! I have some add campaigns that I'm having doubts about right now, so probably that's exactly what I should be working on

Katya Veremeichik · Answer

@helene_san do you mean the use cases of our product?

Tedel · Answer

I would ask myself whether your web design invites people to click somewhere else or not.

Anyway, do not worry much about the bounce rate. It is not a negative thing. If people find what they were looking for in that page and then leave, it counts as a bounce, but it was a successful visit.

Katya Veremeichik · Answer

@simplytedel yeah, I agree, numbers do not always reflect the actual state of affairs, but that's what we have to rely on)

How do you reduce your Bounce Rate?

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