These days, everyone’s talking about decreasing their bounce rate in order to increase conversions. The general consensus is that a decreased bounce rate will result in more leads and sales.
On every corner of the internet, there are marketers willing to sell you a formula to slay your bounce rate forever. That’s a big promise considering not every website’s bounce rate has the same cause.
Many bloggers endlessly split test in search of the best button color, the optimal location for their email signup form, and the most effective headline. What many don’t know is that while those elements matter, their importance pales in comparison to the actual content on the page.
Designing a website involves more than creating a beautiful layout with perfect typography and professional illustrations. One of the most important design elements is the content itself. You could have the best design in the world but if your content isn’t desirable, your visitors will bounce.
Data shows that 40% of visitors won’t return to a website after they’ve had a bad experience. A bad experience isn’t limited to long hold times for customer service, or not being granted a full refund. A bad experience could be as simple as being put off by sharp words that carry the tone of condemnation.
A blogger is in a unique position to convey important messages to their readers, but sometimes passion for the subject gets in the way of the message itself. This can result in a message that makes other people wrong, demeans groups of people, and sometimes even shames the other side of the argument.
If you run a blog and you’ve got a high bounce rate, consider looking at your content first. There’s nothing wrong with posting opinions about politics, religion, and other controversial subjects. However, it’s not okay to address controversial issues like anyone who doesn’t agree with you is less than human.
There is an art to discussing controversial subjects gracefully, without demeaning people. It’s not about being a diplomat and acknowledging that the other side has a valid point. You don’t have to pretend to accept the other side of an issue as valid. You only need to get a handle on how you present your side of the issue, without taking a stab at people who don’t agree.
For instance, the world is divided over President Trump. Some people don’t like him at all – despite his accomplishments – while others love him despite the negative aspects of his personality. Despite this divide, blogs like BlackExcellence.com are able to maintain and even grow their audience while discussing emotionally charged political topics.
An article from their website, about Trump’s move to make Martin Luther King’s birthplace a national historic park, is the perfect example of what it looks like to share information without trashing anyone.
The article begins by informing the reader that a bill was passed, making King’s birthplace a national park. Next, rather than using snarky and snide comments, the article explores what’s been happening in the real world by using real examples, with nearly every claim linked to a source for confirmation.
In other words, this article doesn’t emotionally bully the reader into taking a side without checking the facts. They’re presenting information in a way that encourages readers to do their own research.
This blog discusses a multitude of hot topics with a genuine passion for its content. This blog does not rally people who want to join forces to complain. This is precisely what gives the site power, presence, and most important – readers.
One-sided content will always be a blog’s downfall, no matter how many years you’ve spent perfecting its elements. Controversial content will get people talking, but only when it’s minimal. There is such a thing as going too far with it.
What makes content controversial is the fact that people are intensely divided on the issue. Being controversial doesn’t mean poking your visitors with virtual sticks and making them mad.
Regardless of how controversial your content is, a genuine passion for sharing the information is what will keep your visitors coming back for more. Nobody likes to read snarky, one-sided content, even when they agree with the viewpoints being expressed.
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