5 Simple but Powerful Ways to Lower Your B2B Website Bounce Rate

Have you ever clicked off a search result because the website failed to deliver?

B2B Website Bounce Rate
Giles Taylor writes for W/Brand Design Blog
Giles Taylor, June 16, 2021

You click. And immediately click off again because that webpage is not what it promised to be. Or there wasn’t enough on that page to hold your interest.

This is something known as a bounce rate.

And for a B2B website, a high bounce rate is something you need to be cautious of. In this article, we’ll tell what a bounce rate is, why it’s important and how to lower it. 

What is a bounce rate?

A bounce is a single-page session. 

If someone spots the link on a call to action, or your site comes up in their Google search, hopefully, they will click on it. Once they click, they’ll be taken to your b2b landing page, blog post, or wherever you intended them to go. If the page fails to answer their query, is too slow, or is hard to navigate, they’ll click (bounce) off.

What causes a bounce?

There are several reasons:

  • Leaving a page without clicking any CTAs
  • Entering a new URL 
  • Disingenuous meta
  • Clicking on an external link and leaving the site
  • Bad user experience
  • Low-quality content
  • Clicking back to the search results (as the page didn’t solve the problem)
  • Slow loading
  • Technical errors

Studies show that a “good” bounce rate for a B2B website is around 40%-60%. With a VERY good rate being 20%-30%.

How to make sure your B2B website has a low bounce rate

Part of your B2B marketing plan has to include making your website as optimised as possible. To prevent ideal clients from bouncing off and telling Google, “these guys aren’t doing a good enough job to keep me around.”

If your website has a high bounce rate, then here are some things you can do to lower it. 

#1 Optimised content

Your content is one of your most significant tools for engagement, earning trust, and getting conversions. But if your content isn’t optimised, and if it doesn’t provide value, it could all be a waste of your time.

Ensure your content is consistent and high-quality. And make sure it’s scannable and optimised for search engines AND people. People skim read, and if your content isn’t punchy, concise, and easy to scan - off they bounce.

#2. Optimised for mobile

The majority of consumers, including your B2B website users, consume their information on mobiles.

If your B2B landing pages aren’t optimised for mobile, then a prospect could immediately make the decision to click off. Making your bounce rate higher. Ensure your whole site is mobile-friendly and test it.

#3 Optimised for relevance

Always ensure the content you create is relevant to the searcher’s intent. If you’re targeting keywords for the sake of it and don’t have the content to support it, prospects won’t bother to hang around. And it could damage your reputation.

Make sure your content matches the messaging a prospect has seen in the SERPS.

#4 Easy to navigate

Your website must give a good user experience. One of the easiest ways for this to happen is to have easy navigation. If your site is challenging or confusing to navigate, or if users have to do too much to get the information they need, they’ll leave.

Make your navigation as effortless, clear, and straightforward as possible.

#5 Speed things up

Sometimes the problem with bounce rates isn’t because of your content. But your website’s loading speed. 

You could have the best content, but if your website takes its time to load, you’ll never keep prospects where you want them. People want results, and they want them NOW! Your website should load in under 2 seconds. If your site is taking things slow, it’s time for an audit.

In conclusion...

Lowering your bounce rate is vital for a thriving B2B website. Make sure you go through all of the steps above to ensure you have the lowest bounce rate possible. The more you can lower it, the more you will improve your rankings.

Giles Taylor writes for W/Brand Design Blog

Giles Taylor

Giles is the founder and creative director for W/Brand. A graphic designer from Reading in Berkshire, UK, he's a dad with two wonderful children who enjoys walking and playing the guitar.  

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