Capturing a potential buyer’s attention and keeping it is no easy task. With the rise in Internet competition, finding new prospects means that creative content, an inventory that buyers can get interested in, and page one rankings in Google really matter. However, the fly in the ointment happens when hard won traffic reads a single page on your website and isn’t interested enough to explore more properties within your real estate website by clicking for more information. This problem is known as the bounce rate.
What is a Bounce Rate?
When it comes to analyzing traffic patterns on the web, webmasters look at a variety of figures to see how well they are doing.
The bounce rate is a percentage that is defined by the number of people who view one only one page before navigating away divided by the total number of visitors.
When the bounce rate is very low, that means many web visitors extend their visit by viewing other pages on the website. The more pages that potential buyers view on your website, the better your chances of capturing a sale.
A very high bounce rate means that after viewing a single web page, the visitor either clicks a link located on the website and navigates away, clicks the back button, or enters a different url or search term and navigates away. Since most real estate websites consist of multiple pages with many different properties for sale, it is important to keep buyers shopping and interested enough in what you have to offer that they will continue to browse your website and ultimately contact you.
How to Lower the Bounce Rate on Real Estate Websites
There are two possible types of people looking at your website right now. They are:
- People who are interested in buying property. Or,
- People who are not interested in buying property.
If you are doing a good job driving targeted customers to your real estate web pages, the majority of your traffic is coming from web searchers who want to buy property and should be interested in browsing multiple listings. This article will concentrate on keeping them engaged.
Make sure that your site navigation is simple and intuitive for visitors to negotiate. Don’t make them work too hard to find property listings or contact information. Either include these links in a vertical list on the left side of the page or keep them clearly listed on the top of the web page as a header.
Generate graphical interest. To do this, load good pictures of your listed properties and install a viewer that lets your visitor really get an eyeful of property candy. Ensure that your pictures tell a story by including scenes from both indoors and outdoors as well as the major rooms within the house.
Get your website mobile. House hunters are out and about when looking for their new home. Make sure that your mobile website loads quickly and cleanly and lines up well with your main website.
Include contact links within every listing. Divide your listing into sections and link to appropriate articles within your site. For example, within the mortgage section on a listing, include a link to how your company can help first-time buyers get the loan they need. Once they have finished that article, be sure to link back to property listings to keep them in the loop.
Consider having a featured property section on your home page. This technique makes it simple for shoppers to find a wide variety of home types.
Include search within your website to help users navigate. Internet surfers are so used to having this function that they will use the search box in their browser and navigate away if you don’t provide one for them to search within your site.
Make sure that external links located on your website open in a separate window. Once your visitors have scanned the quality information that you have linked to and closed that window, your website will remain open and will welcome them back.
Of course, if your sales are skyrocketing because buyers are finding a listing on your real estate website, discovering that it is the perfect house for them, and immediately giving you a call to complete the sale, then your bounce rate doesn’t matter. However, since business isn’t usually that simple, these simple steps will keep your customers searching long enough for them to make that important call: asking you to help them with a real estate purchase.
Why is My Bounce Rate so High?
Bounce Rates: More of an Indirect Signal
Bounce rate is determined by the number of visitors that land on your webpage and exit without taking any other actions. Pogosticking is the worst kind of bounce. That’s where the user performs a search on Google, clicks through to your page, and then bounce back to the search engine and performs a new search. This is a clear indicator that your webpage did not satisfy that search query. While Google has said that bounce rates are not specifically part of the algorithm, it can still be debated that it’s an indirect ranking factor.
Consider this. If your bounce rate is very low, it means people took action on your site. Wouldn’t that also be an indicator that your page in some way satisfied that users intent or led them to the satisfying page? Yes. And with 2017, and the time of RankBrain, Google’s artificial intelligence, ranking is based highly on the user experience. The more actions, the more probable that the user is having a quality experience. Lower bounce rate would indicate a satisfied result.