Bounce rate: sounds fun, but really isn’t. It is the percentage of visitors who navigate away from a website after viewing only one page, without taking any further action.
High bounce rates for SaaS platforms mean that their potential customers might not find the site engaging or relevant enough to explore all the awesome services or products on offer.
This can result in lost sales opportunities, decreased conversion rates, and inefficiencies in marketing spend. For SaaS businesses, which often rely on recurring subscriptions and customer engagement, high bounce rates can significantly impact long-term revenue and growth.
But – there are solutions! Some work great, others are misused. One that’s often overlooked though, is video. We’ll talk about why this could be what fixes your bouncy problems once and for all.
There’s usually not just one cause for a high bounce rate, so it might be hard to spot – which also makes it harder to treat. To make sure, check your website for all of the following. Even if one thing doesn’t seem ‘too bad’, it could be accelerated by another problem.
Bounce rate signifies the proportion of visitors who leave after viewing just one page. For SaaS platforms, high bounce rates can be detrimental, suggesting missed opportunities and inefficiencies in user engagement.
Common missteps taken to combat this include focusing on content and keyword optimization, compromising readability. Some redesign without relying on concrete data.
Others perfect the desktop experience, yet overlook mobile users. An emphasis on adding content can miss the mark without aligning to user intent.
Efforts to boost page load speed might neglect overall page quality, and while adding more CTAs, they risk overwhelming visitors with too many choices.
So, what can you do?
We’re glad you asked. What we prescribe is video content. But not just any video content – as we’ll explain further down. First, let’s look at why video content often does work to keep bounce rates low.
Videos can be used at different stages and places – here’s some inspo.
Instead of describing a feature or functionality in paragraph after paragraph – or having to leave out some cool details to keep it short – a concise video can show the feature in action – often in less than the time it takes people to read and comprehend what you’re trying to see. The added bonus is that people get to see the user interface in action. People will grasp the practical applications and benefits much quicker, and get to know your product.
Having documentation on your product is great – and do keep it. But it can be overwhelming for new users to scour your guides and whatnot to find what to do. Instead, an onboarding video, tutorial or walk through will save them tons of time and frustration, and makes them more likely to stick to your services.
Ever read a review on a landing page and scoffed: yeah right?!
We all do it. Some reviews just read like they’ve been written by the sales department itself, or sound fake altogether.
People trust people – and even more when they can see the people leaving recommendations and opinions. If you’re considering adding reviews to your website or already have them, try to interview these happy customers and add a quick video instead.
Many SaaS businesses try to put their most fantastic features into words – but that can get real messy and confusing. Video allows them to show, not tell, which will land a lot better for many people.
Want more? Check out these 5 must-have videos to ensure the success of your SaaS product.
Videos for the sake of videos don’t work. There’s a right way to do video, and these best practices will tell you how it’s done. Note: this isn’t really a list to pick from, they’re all must-do’s!
It is absolutely crucial to incorporate video transcriptions and captions to cater to a wider audience. With all the tools on the market nowadays, there’s no excuse not to. You can translate audio recordings in seconds, transcribe videos, or add subtitles, and will allow everyone to watch your videos and understand them.
Adding captions and implementing video schema markup gives search engines information about your video content, which means your videos can contribute to your SEO efforts.
Some videos belong on the homepage, some on product pages, others in help centers. Don’t try to stuff them all into your main pages in hopes that everyone will see them – ensure that they can be found at the right place, so people can watch them at the right time.
Find the balance between giving detailed information and viewers attention span. The best way to do this is to test your videos with your target audience, and to keep track of the data.
Don’t add a video for the sake of adding a video – some things are still better articulated with copy, or even with an infographic. Make sure your videos add real value to a webpage and aren’t just a gimmick.
What should happen after that last second is watched? Viewers don’t know – so tell them. Give them a clear call to action, perhaps with two options, to either keep exploring or to get in touch.
Bounce rates are a telling sign of first impressions. While video content offers a dynamic solution, it’s crucial to pair it with user-centric strategies and use it wisely. Start with a thorough look at your website to identify the real problems, and you’ll soon find real solutions.