Engaging, informative content key to dropping bounce rates

Published on
by Brafton Editorial
A report from GetElastic found that bounce rates for landing and content pages are increasingly high and focusing on relevant content marketing is the best way to improve these figures.

An infographic from GetElastic found that bounce rates on website landing pages are especially high. Among the main reasons for the quick exits is a lack of relevance, especially for users arriving at websites from search engines, which means content marketing initiatives must focus more carefully on information that is valuable to prospects.

Content marketing campaigns have evolved heavily in recent years to focus on quality. However, many users are still leaving websites quickly because they fail to see the value of some articles that come up as search results. The use of news content marketing can be especially helpful in this regard, since the writing style is direct and aimed at providing the most information quickly.

Businesses often struggle with both search value and relevance. Using high-quality content writers can improve these campaigns for businesses, helping search value and the overall engagement opportunities provided by the content.

According to the report, individual landing pages have bounce rates of between 70 percent and 90 percent. Moreover, content-focused websites struggle with bounce rates between 40 percent and 60 percent. Marketers might use these figures to assess the value of their content marketing initiatives compared to the industry average, and they should remember there is always room for improvement.

Appealing to search engine users with engaging content is becoming increasingly important, as the channel is essential to online shopping. Brafton recently reported that 89 percent of consumers turn to search engines when researching purchase decisions.

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