What is Your Bounce Rate Telling Your Insurance Agency?
When it comes to the internet, a bounce is when a visitor clicks on your landing page and immediately leaves. A high bounce rate isn’t good, but it also isn’t always bad. A bounce rate can be very misleading. It’s a popular trend to open multiple tabs in your web browser and just exit out. Regardless of how much time was spent on a page, if the user just exits out of the browser instead of clicking onto another page, that session gets marked as a bounce. You always want to have a low bounce rate; however, depending on the data you’re looking at, sometimes the bounce rate is always high. Bounce rate averages can vary between industries, so you need to consider a few other factors as well.
The biggest cause for users to hop right off the page is having a slow site. If your page is taking longer than two seconds to load, the user is going to just exit out and go somewhere else. The internet is all about being quick and efficient. There are free tools online that determine your site’s connection speed. All you have to do is type in your URL, and the tool will calculate the speed.
Where Are People Clicking To?
If users are clicking on your site from multiple areas and landing on the same page, that could be part of your issue. Your landing page should be aligned with the content your users are looking for. When a user clicks on an ad or a post about your insurance products, that link should not take them to your homepage. In this scenario, it’s a better idea to design a landing page designed specifically to provide information about your products.
A slow web page and a landing page full of unrelated content are two factors that could easily be responsible for high bounce rates. Give your users what they want when they click on your site: instant access to the specific information they’re seeking. With these changes, you should see an improvement in bounce rate.