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If your business is active online and receiving a high amount of engagement across your various social profiles, this is a sign of a healthy marketing strategy. However, this is only one attribute you should strive for as a business owner. High levels of engagement don’t mean anything if you don’t also have a good online presence in the form of an attractive, optimized, and user-friendly website.

Every person that interacts with your business online is a potential customer. If they are genuinely interested in your products or services, their engagement will be converted into sales for your business. In order to encourage the most amount of sales possible, it’s important that your website holds a user’s attention. A high bounce rate means that users aren’t spending a significant amount of time on your website, which means that they aren’t spending time looking over your products or services and, ultimately, making any purchases.

What is a bounce rate?

Google tracks the metrics every time a user clicks onto your website. These visits are referred to as “sessions.” Some users only visit one page of your website during their session. In order to determine your bounce rate, Google takes the total number of single page sessions and divides that by the number of sessions your website has in total. The lower your bounce rate, the more likely it is that you will see more success in sales.

What strategies will help to lower a website’s bounce rate?

There are some strategies that you can be mindful of as you create your business’ website or optimize your existing site:

Enhance the appearance of your website.

Your website needs to make a good first impression on your users. It not only needs to be attractive, but it should be optimized to avoid slow loading times and, as a result, frustrated users.

Pay attention to content.

You want to make sure that the content on your website reflects what your audience would want to read. But you also want to make sure that your content will also help your search engine optimization (SEO) ranking. The simplest way to do this is to use appropriate and relevant keywords within your content.

Continuously check your website.

If you include links on your page, whether to one of your own properties or another relevant property, it’s important to make sure that none of the links become broken at any point. If they do, you need to fix it immediately. The same goes with any images you upload onto your website.