---

How does personalization help reduce the e-commerce bounce rate significantly?

   Nitin Kumar      August 3rd, 2020

---

A lot of people are landing on your e-commerce site but most of them are leaving the next second. This is what generally known as bounce rate which has emerged as a key problem in e-commerce space today. The only objective of an e-commerce platform is to sell products, if it’s not happening then such a website is as good as non-existent. 

Bounce rate is an important indicator of your website’s performance which can be determined with the help of website analysis tools like Google Analytics. In this post, we will discuss what a bounce rate is, a reason for bounce rate, and how personalization is helpful to reduce the bounce rate.

Demystifying the Bounce Rate

For an e-commerce website, the bounce rate is inversely related to conversion. It means lower the conversion, higher is the bounce rate. It implies that though you are getting visitors on your site they are not buying anything and leave your site quite quickly. Your site is neither engaging visitors not convincing them to make purchases. A high bounce rate is an alarming situation for your e-commerce website and you will need a strict plan to lower the bounce rate.

While the bounce rate is a severe problem for your e-commerce business, it is not considered bad if it falls within a certain limit.

Though it is not easy to define a good bounce rate, certain ranges help determine your site performance.

• Your site is excellent if the bounce rate is between 26-40%.
• Your site is average when the bounce rate is between 40-55%.
• Your website is non-engaging and requires immediate overhauling when the bounce rate is more than 70%.

Reasons for Bounce Rate 

There are several reasons for the rising bounce rate, some common reasons are mentioned below. 

• Unfriendly and fuzzy site navigation.
• Awful and difficult-to-understand UI/UX.
• Non–engaging website content.
• There are no trust symbols on site. 
• Poor website structure and layout.
• Misleading or non-appealing calls to actions.
• Not responsive to mobile devices.

How to reduce the high bounce rate?

Among different tactics that have been devised by digital marketers, personalization is a powerful solution that enables to combat high bounce rate. 

5 personalization tips to curb increasing bounce rate

Exit-intent pop-ups

exit intent pop up appears when a visitor is about to leave a website. It is a helpful tool to make visitors subscribe to your newsletters. You can add an attractive offer to make visitors to enter their details. You can use offers like discounts, free shipping, coupons, gift, etc. It might be helpful to make some sales when visitors try to leave your site.

Overall User Experience

User experience is the feeling of users when they interact with your site. Good user experience is not only pleasing, but it is also flawless and intuitive. Your website should look equally great on different platforms and have a smoother navigational flow to provide a better user experience. To improve user experience optimize checkout experience, add multi-language support, add engaging and fresh content, enhance overall UI/UX and more. 

Utilize Geolocation for a Personalized Experience

Using geo-location service is a crucial tactic to personalize the results. With this tactic, your visitors will be to redirect to the right e-commerce store based on their locations. For instance, Amazon uses geolocation service to find out the current location of a visitor then loads the right page based on the visitor’s location. 

Product Page Optimization

Product pages are very crucial for your e-commerce site which provides visual and factual information about products. Optimize product pages by adding high-quality images, detailed product descriptions, return and exchange information, payment gateways, call-to-actions, user reviews and ratings, and other useful information. 

Personalized Search Options 

Provide your visitors with personalized search experience by reducing the number of clicks to find out their desired products. It is helpful to reduce the bounce rate as lesser the clicks your visitors face on your site to find products they need, higher the conversion you will earn. You can also show personalized results for relevant products based on their interests and behavior, it will trigger more purchases. 

Wrapping Up!

E-commerce business has become very competitive and there are numerous challenges to cope with. Bounce rate is a big problem for e-commerce businesses which severely affects their revenues. Due to the high bounce rate, e-commerce businesses suffer from lower leads and conversions. Personalization can be a great tactic to reduce bounce rate and boost sales as it enables to improve the user experience of the website according to individual tastes of visitors.