The main aim of your website should be to provide your potential clients with a superior property search experience. Your website should become a one-stop property solution filled with useful resources that will encourage your clients to click to more options and spend some time on your website.
Not sure if your website visitors actually hang around on your real estate website? Luckily there is a metric for that and it's called the bounce rate.
The bounce rate refers to the percentage of website visitors who navigate away from your website after viewing only one page (single page visits). A high bounce rate is not ideal as it indicates that your website visitors are not taking any additional steps - like clicking on a call-to-action or converting into a high quality lead.
Not sure why your bounce rate is high? Here are a few possible reasons.
1) Your website is not user-friendly
One of the main reasons why people might choose to close your website and never return is because it might not be user-friendly.
● Make sure that your website is easy to use for all skill levels
● Make sure that each page on your website accurately captures the purpose of the website
● Provide your visitors with a superior property search experience
2) Your website is not mobile-friendly
With more and more property searches being done on mobile devices, it is important to ensure a mobile-friendly browsing alternative.
● A website that is not mobile-friendly will frustrate your mobile browsers, causing them to navigate away
● With Google's recent mobile algorithm change, mobile users will have difficulty finding you. It is definitely in your best interest to ensure that you cater for this segment of your website visitors.
3) Your call-to-action isn't clear
Every page needs a clear call-to-action to ensure that visitors know exactly what to do next. Whether it is signing up for a newsletter, enquiring about a property or following you on social media, it has to be clear and obvious what to do next.
4) Write for scanners, not readers
Most of your website visitors are researching and they don't want to read through lengthy paragraphs. They want to be able to scan your content and instantly get a good idea of what it's all about.
● Make sure your paragraphs are no longer than 5 lines
● Use bullets where possible
● Use heading and sub-headings
● Use images
● Don't over complicate your content
5) Your website loads slowly
If your website loads slowly, the chances are good that your website visitors will navigate away. Slow sites are frustrating and users will get impatient - fast.
● Speak to your service provider about ways of improving your website's speed.
6) Your content is not relevant to your target market
If your website visitors don't gain anything from your website content, they will probably look elsewhere.
● Define your target market before creating content
● Create a checklist and follow it religiously to ensure that each piece of content will benefit your audience
● Be sure to proofread
● Use the correct keywords to ensure that you attract the right visitors
7) It's justified
Sometimes a high bounce rate is justified. Context is very important when it comes to understanding a high bounce rate. If you host a competition on-site for example, and you promote the competition on social media with a direct link to that page, it is likely that your bounce rate will increase for that period.
Let's recap. While a high bounce rate is not ideal, the metric should be seen in context. Ensure great content and a user-friendly browsing experience to ensure that your website visitors take action and convert into high quality leads.