September 11, 2019

Reduce Your e-Commerce Bounce Rates Using Personalization

Many resources can make a business successful, especially on the internet. But not all companies are booming. For e-commerce stores, one contributing factor is the high bounce rate.


What is bounce rate?

The bounce rate is a combination of several factors. Whenever someone visits your store but doesn’t make a purchase, it means your potential customer has bounced. Therefore, the bounce rate is the percentage of people who left your site after visiting a particular page.


A high bounce rate can be harmful to the growth of your business. It affects the ranking of your pages because Google will automatically think that the content on the page doesn’t make sense. A high bounce rate also means fewer people shopping in your store. 


What can you do to reduce your bounce rate? Here are some useful personalized tips.


  1. Segment your email list

Email segmentation is a valuable, personalized strategy that spans all industries. 

In other words, whether you are in real estate, software, retail, entertainment, or any other industry, you can use email segmentation.


Segmentation means grouping your email subscribers based on their preferences, behavior, geography, demographics, or interests. 

For example, segmentation will allow you to group those who are interested in receiving a podcast as the only ones who will receive them.


You can also segment subscribers by email activity. A tool like OmniSend is an email and marketing automation tool primarily for e-commerce sites that allows you to subdivide subscribers brilliantly. For example, you can enter it based on whether the user has the following content: 

  • Sent a campaign
  • Clicked on the campaign link
  • Opened an event

From there, you can select and set time limits for these conditions.

When you send an email to a subscriber based on their preferences, your bounce rate is reduced. Why? Because you are just sending them emails about what they care about. They are more likely to click on a link in an email and inadvertently access your website and take action. 


  1. Segment visitors/shoppers

Segmenting people in an email list is one thing, but you shouldn’t ignore segmenting visitors. Let me give you a few examples.

If you are running an international online store, you can segment your visitors by their location. Providing content to visitors based on their site is called “geolocation.” 


For example, if you run a clothing business, it is impractical to show different types of winter coats to West African visitors because they don’t experience cold weather.


If you’re marketing a retail store that has both a physical and an online store, you can geo-target your audience to offer discounts that will help motivate them to buy.


Personalization also involves showing product recommendations to shoppers based on what they buy from your website. 

For example, someone who buys a cell phone or laptop may need a case or cover, a USB cable, and some other accessories. Let them see it in their suggestions.


Another example, if you are running an internet marketing agency for car dealerships, limit this to people who want to invest in buying a car.

In addition to your personalized ideas, you can also access as many e-commerce stores as you can for inspiration.


  1. Optimize SEO product page

The product page of your e-commerce store is the most valuable page on your e-commerce site. If any of your visitors come from search engines, optimizing your product page is very important.


When people see the price, availability, and the reviews of the product(s) they want to buy, people will decide whether to visit the store or not. The visitor is someone who might be interested in the product page after seeing such information.


A study shows that adding a video to your product page increases the average order value by 50%, and after watching a video, the likelihood of a customer buying a product increases by 65% ​​to 85%.


When you use video and high-quality product images on the product page, you are likely to convince visitors to purchase your product.

For example, if you are running an internet marketing agency for car dealerships, post-high-quality pictures and videos as these always attract customers.


It is good for your business, decreases your bounce rate and ultimately benefits SEO.


  1. Simplify the shopping experience

You think this is traditional wisdom, but you will be surprised to find that many e-commerce stores inadvertently make the shopping experience for visitors or shoppers difficult.


One study showed that 11% of shopping carts were abandoned because shoppers thought the checkout process was too complicated. According to the chart of the sales cycle, the abandonment rate of shopping carts in some industries is as high as 83.6%.


So what factors can lead to a lack of streamlined experience for shoppers on your site? They include but are not limited to:

  • Unexpected shipping or import costs
  • Concerns about payment and website security
  • Lengthy forms and confusing checkouts


Keep in mind that on your e-commerce site, you can never be too direct or clear. If the instructions on your store are hard to figure out, you will lose potential buyers. Moreso if they are doing comparative shopping, and they have considered several other websites that sell the same product.


Still, once the customers show purchase intent, and they leave without a purchase, you can always use the exit intent pop-up to attract their attention. For example, you can offer them a discount on your internet marketing agency for car dealerships.

When you provide a smooth shopping experience for shoppers on your site, your site’s bounce rate will be greatly reduced.

Bounce rate is reversible. If you follow these tips, you will not only lower your site’s bounce rate, but you’re also guaranteed to make sales out of it. What are you waiting for?