By: Solar Energy Marketing on
Bounce rate is a metric that describes how often users leave your site after visiting just 1 page. These users typically "bounce" away because they can’t find what they’re looking for.
Having a high bounce rate is bad for 2 reasons:
1. Every additional second that someone spends on your site increases the chances of converting that visitor. If users leave prematurely, your sales potential drops.
2. Search engines like Google use bounce rates in their ranking algorithms. The higher your bounce rate is, the lower you'll appear in the search results.
Many solar websites have high bounce rates and don't even know it. This is why you should periodically analyze your site’s performance.
Some tools, like Google Analytics, quickly show bounce rates at a glance. But, you can also indirectly determine this metric by comparing traffic with conversions. Your website may be attracting a lot of visitors. But if those visitors don't lead to sales, there is a good chance you're either:
- Targeting the wrong types of keywords in your SEO campaigns.
- Not properly highlighting the solutions your users are looking for in your content.
The good news is that you can reduce bounce rates by improving the user experience. Below are 9 actionable steps that we can help you implement today.
1. Quality Site Design
Content is king, but only if visitors read what you have to say. A well-designed layout can make your site more inviting. And it also lends important trust signals to help boost the authority of your company.
2. Intuitive Navigation
If users can't find what they're looking for, they'll leave. So it is vitally important that all menus are intuitive and easy to navigate. Many solar companies make the mistake of placing their “About” sections before their “Services” in the menu. Some sites also fail to include prominent calls-to-action. When interested buyers are ready to take the next step, they have to work that much harder to get in touch with you.
3. Rotating Banners
Similar to the above, adding a rotating banner allows you to bring your site's most important features into focus. You can easily highlight the specific problems customers are facing – and how your company is uniquely positioned to solve those problems.
4. Improved Readability
Web users quickly skim content to find what they're looking for. And dense text makes it harder on the reader. To fix this problem, consider:
- Adding the most important content above the fold. Users should understand your core offerings with as little scrolling as possible.
- Using simpler words, shorter sentences, and bolded paragraph headings. The more white space your site has, the easier it is to read.
5. Evergreen Content
News-focused articles are great at attracting short-term traffic. But these stories don't remain relevant for long. As a result, you lose out on long-term traffic.
To fix this, you should:
- Write timeless posts that remain relevant forever (i.e. “evergreen”).
- Update any older pieces of content to make them more current.
6. Longtail Keywords (SEO User Intent)
Everyone (including NASA) wants to be #1 for the keyword "solar." But if you focus your SEO efforts on such a generic term, you may actually end up hurting your bounce rate. This is because you’ll attract a lot of useless traffic that has no chance of converting – i.e. visitors searching for solar plexus, solar eclipses, or other keywords that aren’t relevant to your business.
Instead, focus on longtail keywords with high buyer intent. They’re much easier to rank for, and you can target very specific problems and solutions. For example:
- How much does a solar installation cost in [your state]?
- Who is the best solar installer in [your city]?
- What solar incentives are available in [your town]?
7. Mobile Readiness
Believe it or not, people spend more time online with their phones and tablets than with their laptops and desktops. But not every website is mobile-friendly. If your online property isn't set up for smart devices, you're missing out on a huge chunk of potential sales.
8. Fast Site Speeds
Slow page loads is a leading cause of high bounce rates. And the definition of "slow" may surprise you. According to Google, even a 400 millisecond delay can frustrate users enough to abandon your site and move elsewhere.
We follow the latest design best practices to ensure that our clients’ sites load as quickly as possible.
Ready to Reduce Your Bounce Rate?
There are so many different factors that influence bounce rates – you may be feeling overwhelmed right now. But rest assured that the above fixes are easy to implement. In fact, we've helped countless clients reduce their bounce rates and improve their conversions.
And we can do the same for you.
Contact us today and we’ll conduct a free site analysis to help you identify those areas that are holding your website back. We can also help you implement the necessary changes to improve your bounce rate, traffic, and conversions.
To request your free analysis, click here.