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How to decrease website bounce rate and increase conversions?

Gustavo Goncalves
Gustavo Goncalves

Aug 9, 2023

Rejection is a very strong word and carries with it a negative connotation. Nobody likes to have their image or service associated with it, after all, this often means that what you offer is not pleasant. However, despite being so avoided, this term is more common than one imagines within the business world.

This is due to the fact that not every professional knows how to position their offers of products and/or services efficiently, because of this, the rejection rate expressed by customers, consumers or even by visitors within a website page can end up being high. And it is specifically about this last case that we are going to deal with in this post. After all, how do you make a visitor fulfill one of the actions you want within your pages?

What you will learn:

To know all about it, keep reading with us!

About the bounce rate

Rejection is exactly what we want to avoid in our lives, right? And one of the best ways to do that is by understanding how to measure this attribute. But this word can have slightly different meanings, according to the context in which it is inserted.

For Google, for example, a bounce is a single page session on your site, which means that what they found there didn't feel good enough to continue and didn't spark the interest they needed to access other of their pages. In this way, understanding why a visitor did not stay on your site is fundamental to measuring their rejection.

For the same Google, this rejection is considered one of the main factors for a poor performance of its SEO, and this, consequently, decreases the website traffic. Therefore, within the strategies of the marketing world, there is a metric called bounce rate, which literally means bounce rate. It is to her that you must look if you want to seek that understanding. Yes indeed, it is a scary metric, but the more you are aware of it, the less likely you are to lose customers or potential customers to your business. After all, if you don't even know it exists, there probably won't be any attitude towards your improvement. 

And speaking of improving, that's what we're looking for. Seeking to increase the conversion rate of your website pages is essential to reduce the bounce rate. This is because they are inversely proportional metrics, so, logically, the greater the number of visitors who perform the desired actions, the more interesting your pages are for those who are passing by, consequently, the greater the chances of your other pages receiving clicks and sessions.

Before we get into the strategies, let's first define how to calculate the bounce rate. To do this, you must divide the number of sessions in which the visitor only accessed one page by the total number of sessions on your website. After the calculation, multiply the result by 100 and you will have your rate as a percentage.

Once you understand the concepts and how to calculate this rate, let's get down to business: how to decrease the bounce rate and increase conversions!

Best practices to reduce the bounce rate

As a way to reduce the negative impacts that your pages may be causing to your visitors, there are practical solutions based on specific actions that you can — and should — implement within your strategies to try to reverse the situation , bringing growth where it really should be: in your conversion rate. Check out some of them:

CRO Marketing

The CRO or Conversion Rate Optimization is a set of practices that, precisely, aims to  optimize the conversion rate of your pages, that is, to make more visitors perform a desired action within your pages, such as workflow automation that delivers relevant content to them. 

The CRO is able to analyze and identify, through appropriate software and metrics analysis tools, which points on your website have been undermining your results and develop actions that aim to solve these conversion bottlenecks. Among these actions are, for example, the use of heat maps, which show exactly where your visitors are moving their cursors and making clicks. 

Another common and recommended practice within a CRO strategy is the use of A/B tests, in which it is possible to launch two capture page options to your visitors, with different stimuli, so that you can analyze which one performs better.

At the end of the day, the role of the CRO professional is to improve the user experience so that they can feel comfortable on your pages and have a more fluid journey within them and towards the desired action.

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Adjust the readability of your texts

Another very important point to emphasize is the way your texts are presented to the user.

You may not know it, but long blocks of text tire the reader. As much as your content is excellent and has a perfect copy, if the text is not facilitated, it is very possible that the visitor to your page will not stay within it.

Let's bring an analogy: what do you think is scarier for someone who is not in the habit of reading: choosing 5 100 page books or a 500 page book?

Probably, when choosing their reading, this person opts for a 100-page book whose end can be accessed in the short term, generating a sense of progress that makes them go to the next book more motivated.

Text blocks work in the same way. If the reader cannot see an end in sight, his attention is exhausted, and you may lose him over this simple detail. So focus on publishing

Make use of bullet targeting, numbered lists, subheadings and keyword bolding.

The fewer buttons, the better

The use of different buttons within the same page can cause the visitor's attention to be divided. Therefore, the ideal is to try to be as clear and objective as possible: choose an CTA (call to action) for your button, position it strategically and let it act alone. Your chances of conversion become much higher with this little practice.

High site speed

Pages that take a long time to load are sure to make the visitor lose patience. If he, with all his good will, chooses your page as a solution to his doubt, nothing is more fair than delivering him a good experience. So, since the loading time of your pages matters, ensure your website speeds well and your chances of winning a conversion will increase.


The road to keeping visitors to your website pages doesn't have to be complicated. While paid ad strategies like remarketing can help bring traffic back to your site, using some of these best practices we’ve presented can be enough for your results to consistently improve, thus lowering your bounce rate and leading to - you to achieve the goal of increasing conversions.

Want to understand more about how to improve your conversion rate? Then take a look at CRO content in marketing: 4 benefits to apply to your business. We are sure you will be satisfied!

Check out the benefits of CRO for Marketing Strategy!

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