If your Google Analytics has been warning you about ‘high bounce rate’ (anything more than 50%) this article is for you.
Is your Shopify store getting a lot of visitors? Are these visitors usually leaving without making a purchase, subscribing to your newsletter or even browsing through at least 5 products?
Just like cart abandonment, high bounce rate is one of the most common conversion killers.
Think about it. You’re running multiple ad campaigns to drive traffic to your Shopify store. But then all the visitors that do come to your store, abandon it on the very first page they land on. You don’t stand even a chance to convert them into subscribers – let alone a successful sale.
What is bounce rate?
Bounce rate is an eCommerce metric that refers to the percentage of visitors who land on one page of your Shopify store but leave without even viewing any other page.
Simply put, bounce rate tracks the number of single-page visitors on your store and reflects how effective your store is at retaining or converting visitors into customers.
How is the bounce rate calculated?
The average bounce rate of a web page can be calculated by dividing the total number of visitors who left after viewing one page on your store by the total number of visitors on that page over a defined period of time.
That’s why we decided to look into a few tactics that Shopify stores have been using to reduce their bounce rate – some new, some old, but all effective!
Tactics to reduce bounce rate on your Shopify store
Improve your online store’s site speed
The number one reason for a high bounce rate is your online store’s loading speed. Imagine searching for a product you want to buy in the next hour and the site takes almost a minute to load. Considering you still want to be able to have time to look through the other options you have, you’re probably going to leave that site and go to one that loads faster.
Your store could be taking longer to load for multiple reasons. It could be the size of your images, the plugins you’re using, the storage space available on your server or more. Whatever the reason, it causes serious damage in turning visitors into customers, hindering the online shopping experience.
Not sure what your Shopify store load time looks like or want suggestions on how to improve it? Check out this tool by the Shopify Experts at Ecom Experts: Test My Store Speed.
According to multiple studies, for every 1-second improvement in page load time, the conversion increases by a minimum of 2%.
Add product labels to highlight your discounts, trending products and more
Another common reason for a high bounce rate is not being able to capture the shopper’s attention. There are a number of distractions around the consumer – discounts and deals being promoted by other brands might take them away from your store.
To be able to capture their attention, you need to draw their attention towards your value proposition. In this case, your trending products, sales, discounts and offers. You want them to be immediately visible if you want a visitor to turn into a customer.
Now you can’t possibly follow the visitor around like a salesperson would in a store. But you can use product labels to highlight these things and ‘demand’ that attention!
Product labels act like call-out texts that stand out on your Shopify store’s design, instantly hooking a visitor’s attention. You can use product labels to promote your new arrivals, ongoing discounts, clearance sales and more. And you don’t even have to design them on your own. Apps like ModeMagic have an extensive library of product labels for every goal.
Use product videos to engage the visual-driven consumer
Getting a look and feel of products online can be tough when you’re purchasing them online. That’s why most of your store visitors land on a product page and leave almost instantly – because your product images are not able to engage them enough. You’re not able to convey the value of your products as much.
That’s where videos come in. Using product videos you can add more depth to your product descriptions.
For instance, with text on videos, you can explain the intricate details of your product, highlight its functionalities and more. So you’re giving more information about your product, engaging the shopper with interactive media. This reduces your bounce rate and even increases the chances of conversion.
With apps like Typito, you don’t even need to set aside too many resources to create a product video.
Display product recommendations inspired by their browsing
Often, a shopper starts looking for a specific product, but when they don’t find one that matches their specific requirement, they leave instantly, without even exploring other products related to their search.
Displaying product recommendations is an effective tactic of holding back such a shopper. It’s a subtle way of nudging them to explore more products. This results in them spending more time on the store, reducing your bounce rate and also increasing the conversions you get during a store visit.
You can set up personalized recommendations to show up dynamically by using apps like Wiser. The app tracks which products the visitor is interested in and displays recommendations that are more likely to match their interests.
Set up a live chat to offer shopping assistance almost instantly
At brick and mortar stores, a shopper has the option to reach out for help when they can’t find a product or are not able to decide which size fits them best. But when doing online shopping, shoppers have to rely on size charts and the product description that a store has provided. Most of the times, that’s not enough – especially when the brand is new to them. And that leads to a higher bounce rate.
Implementing a live chat is like offering help at the right time. When you initiate a conversation by offering help, you let the shopper know that you’re around to help them make an informed purchase. Guiding them through picking the right product can help your store not just reduce the bounce rate, but also the number of refunds and returns.
Implement an exit-intent popup to re-engage the visitor with your best offer
Oftentimes, no matter what discount you’re offering or how good your product is, a visitor might choose to leave your store almost immediately after landing on it.
To tackle this, implement an exit-intent popup that gets triggered as soon as the shopper shows any indication of leaving your website. Use this opportunity to re-engage this distracted shopper with an exclusive discount, free shipping coupon code or product recommendations of what they might like.
To further improve engagement, you can even gamify your exit-intent popups with apps like Spin Wheel. The app lets you engage the visitor with a simple game just when they’re about to leave. The ‘winning’ of a discount is what makes them stay and even complete purchases in most cases.
Display your store’s credibility with trust badges
With so many online stores opening, the new-consumer is obviously sceptical about who to purchase from. There are so many new brands that they want to explore but are not sure of when it comes to the quality of their products. Two other rising concerns are the security offered by these ‘new’ stores for an online transaction and the health measures being followed in packaging and delivery due to COVID-19. With so much to think about, it’s obvious for an online shopper to bounce off.
This is where you need to add trust badges on your store. A trust badge is indicative of how the page a visitor is on, is legitimate and that all their data – if collected, is stored through a secure third-party service.
The most common trust badges that you’ve probably seen on stores are of trustable payment gateways.
These badges assure the shopper that the transactions will be made over a secure channel.
But with COVID-19 changing consumer behaviour, here is the other set of trust badges that Shopify stores need to use:
These badges have a slightly different goal on an online store. They’re to assure the user that all safety measures are being followed post-COVID-19. You can find these exclusive trust badges on the Shopify app, ModeMagic.
Add product reviews and ratings as social proof
Another way to build trust to hold back a visitor is to include social proof on your product pages. When you clearly display your product reviews and ratings, even a new visitor knows that the product is being used by other consumers like them. This engages them for a little while longer, nudging them to learn more about the product you’re selling.
This is similar to how you decide if you want to purchase a specific product on Amazon or look for other options, based on the rating it has received.
You can do this easily by using apps like Photo Reviews and Testimonials. The app enables you to showcase your reviews, photo reviews, ratings and testimonials across your Shopify store pages.
Use product labels to reinforce your social proof
Apart from the reviews and ratings you display on your store, use product labels to bring your most-loved, trending, most-purchased or even most-reviewed products into the limelight.
Product labels and stickers tend to stand out from the design, instantly capturing a visitor’s attention. Piquing their interest, it holds them back to see what the product is all about. This brings down your bounce rate and increases your conversions too!
You can find social proof product labels for your Shopify store on the ModeMagic app.
Optimize your online store for mobile devices
According to a survey, 79% of smartphone users have made a purchase online using their mobile device in the last six months. Our need for being able to shop on-the-go had led to the rise of m-commerce. We choose to shop on mobile sites and mobile apps more often than desktop sites.
This is why it is important for Shopify stores to optimize their experience for mobile shoppers. You have to make sure that it is easy for shoppers to search for products, learn more about them, add them to their cart and complete the purchase. Easier checkout process will lower the chances of your shoppers bouncing off.
While you can optimize your design for mobile sites and make every page responsive, it is also a good idea to create a mobile app for your store. This enables you to make your brand more ‘sticky’ – nudging shoppers to come back to the app time and again, owing to the seamless experience and ease of access.
Do you need to focus on your bounce rate?
You’re running so many advertising and marketing campaigns to promote your products, sales and discounts.
Imagine spending 1000 USD to drive 100 visitors to your store. Out of which, only 2 make a purchase and the remaining leave without even browsing through the product description. That’s definitely not what you want as markets come out of lockdowns and business normalizes.
The very first step you need to take to secure your post-lockdown sales is to focus on reducing your bounce rate.
The more time a visitor spends on your store, the more likely they are to explore products and even make a purchase.
Ready to reduce bounce rate on your Shopify store? Get the ModeMagic app today!