How Does Personalization Help Reduce The eCommerce Bounce Rate Significantly?


Lots of people are visiting your e-commerce website but a huge part of them are just leaving the site the next second. If this is the case with your site, then you are facing what is generally known as bounce rate. It has become a key problem in the e-commerce space today. The key objective of an e-commerce website is to sell the products or services and that’s not happening then that website is as good as non-existent. 

The bounce rate is a crucial indicator of how well is website is doing in terms of sales. The performance of your site can be determined by using website analysis tools like Google Analytics. This post is aimed to discuss the bounce rate, reasons for bounce rate, and the ways personalization can help lower down the bounce rate.

Demystifying the bounce rate

The bounce rate for an e-commerce website is inversely related to the conversion rate. So, the lower the conversion rate higher is the bounce rate. It means though you are getting visitors to your website, they don’t buy anything and just leave the site quite quickly. Your site is either not engaging visitors or not convincing them for purchases. A higher bounce rate is a very alarming situation for your e-commerce website and you need a strict plan to diminish the bounce rate.

Although the bounce rate is a problem for any e-commerce business, it is considered to be fair if it falls under a certain limit.

Though defining a good bounce rate is not easy, certain ranges can help you to determine your website performance.

  • Your site is doing well if the bounce rate falls between 26-40%.
  • Your site is rated average in case the bounce rate is between 40-55%.
  • Your website will be labeled as non-engaging and require instant overhauling if the bounce rate ranges above 70%.

Reasons for bounce rate 

There are many reasons for the increasing bounce rates, here some common reasons to know about. 

  • Fuzzy and unfriendly site navigation.
  • Not responsive to mobile devices.
  • Awful and hard-to-understand UI elements.
  • No trust-symbols are used on site. 
  • Non–engaging website content.
  • Poor layout and structure of the website.
  • Misleading or dubious calls-to-actions.

How to mitigate the high bounce rate problem?

Among various tactics that have been created by digital marketers, personalization is a very crucial solution that empowers e-commerce businesses to ward off high bounce rates. 

5 personalization tips to curb the rising bounce rate

1.Exit-intent pop-ups

 Exit-intent pop-ups are the message screens that appear instantly when a visitor tries to leave a website. It is a very helpful way to compel visitors to subscribe to your newsletters. By adding an attractive offer to the pop-up message can make visitors tempted to grab your offer. You can utilize it for providing info about the offers such as discounts, coupons, free shipping, gift, etc. It can be useful to make sales or subscriptions at the time when a visitor is about to leave your site.

2.Overall user experience

User experience is all about how users feel about your site when they interact with it. Good user experience doesn’t look artificial, it looks intuitive and pleasing. The UI/UX needs to be flawless and intuitive to attract more people. Your website should provide an equal experience on multiple platforms having a smoother navigational flow to offer a better user experience. To improve website user experience, you can optimize the checkout experience, add engaging and fresh content, add multi-language support, enhance overall UI/UX, and more. 

3.Utilize localization for a personalized experience

You can use the geo-location service as a crucial tactic to personalize the site. This tactic enables your visitors to redirect to a custom e-commerce store based on their locations that meet their interests. For example, Amazon takes advantage of geolocation service to locate the current location of a visitor then loads a page based on his/her location. 

4.Product page optimization

Among different elements, product pages are essential elements on your e-commerce site. These pages offer visual and factual information regarding your products. You must optimize the product pages by including detailed product descriptions, high-quality images, return and exchange information, call-to-actions, payment gateways, user reviews, and ratings, etc to make them more effective. 

5.Personalized search options 

You can provide a personalized search experience to your visitors by decreasing the number of clicks they have to do to find out their desired products. This tactic is quite useful for reducing the bounce rate because lesser clicks to find something on a page will make the site more attractive. So, you will have a higher conversion to earn more. Also, showing personalized results by providing a list of relevant products based on the interests and behavior of visitors can help increase purchases. 

Wrapping up!

E-commerce business is very competitive and it entails numerous challenges to cope with. The bounce rate is a huge problem for these businesses that adversely affect their revenues. Due to the high bounce rate, these businesses suffer from lower conversions. However, personalization can be a boon in this regard that helps them to reduce bounce rate and to boost sales. Personalization helps in improving the user experience of a website as per the interests of an individual user or customer.

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