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BizReport : Ecommerce archives : December 12, 2013

How to reduce the bounce

The 2013 holiday shopping season is burning right along with a few $1 billion shopping days already in the books. According to data from MarketLive, the retailers on their platform are seeing 32% more revenue, 17% more visits and 2.4% higher conversion rates.

by Kristina Knight

One problem more retailers are seeing? Bouncing consumers. And these shoppers aren't bouncing with joy - they are bouncing right out of the store. Even before the holiday season some retailers were seeing more shoppers come into a store - or land on a website - and leave without making a purchase within five minutes.

BrightInfo has compiled a new infographic offering insight into how brands can reduce the bounce rate. That, in turn, could increase their revenue numbers. First the bouncing numbers - the data shows at least 60% of landing page visitors bounce out of a store without purchasing, and of those who bounce nearly all (98%) never return.

Much of the bouncing is due to irrelevant items on display. Step one in decreasing the bounce, then, is to increase the relevance for those landing pages. Offering personalized landing pages is a good idea, but for brands who don't have those capabilities, another option is to offer alternative content which is easy to click and view.

Brands should also increase the targeting of ads, ensuring landing page content is relevant to those ads and optimize the pages so that the content is focus and easy to understand. Shoppers are busy, so shorter may be better.

Image via Shutterstock

Tags: 2013 holiday shopping trends, bounce rates, BrightInfo, ecommerce, ecommerce bounce rates

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