Is your testimonials page useful? Do visitors like it? How can you tell? Bounce rate.

Bounce rate essentially measures site exits without actions. If a user visits a page, doesn’t click anything else, and then leaves, they bounce. If, say, 7 out of every 10 users do this on your testimonials page, the testimonials page bounce rate is 70%. So if you reduce the bounce rate of your testimonials page, it means users stay on the site longer, increasing the chance they’ll take a desired action.

A user who visits your testimonials page is generally researching your business and interested in buying. That means, if lots of visitors click the testimonials page and then leave, they probably see something they didn’t like.

How do you fix this? We have some tips to reduce the bounce rate that might help.

Try these Tips to Reduce the Bounce Rate on Your Testimonials Page

Get the Right Baseline

First of all, what is a bad bounce rate? Remember that a webpage isn’t like a store; it’s a lot easier to visit a page with no intent to actually buy. An general average bounce rate is between 45 and 55%, but all sites are different. Compare your testimonials page bounce rate to the average bounce rate and other measures of customer behavior to get a baseline.

Make the Page Relevant

Is your page really about testimonials? If visitors are looking for testimonials and you’re showing only pricing or products, visitors will become confused or frustrated, and they won’t stick around. Add relevant testimonials to reduce the bounce rate and make the page effective.

Work Out Technical Issues

This is perhaps the biggest factor which can reduce bounce rates. A bevy of technical issues can drive visitors away from any page. Make sure your links, video, navigation, forms, and other features all work properly. If you’re seeing error messages like the one to the right, it’s a bad sign.

Reduce Load Times

If your page takes three seconds or more to load, most visitors will leave. If your page is lagging, your code, plugins, graphics, or web host may be slowing it down.

Fix Bad Design

While visitors will wait at least three seconds for your page to load, most users will flee bad design immediately. Make sure your font is legible, your elements are spaced appropriately, and your color scheme is attractive. If you’re reworking your page, check out these design inspirations to get started.

Get the Right Keywords

SEO is good, but not when it’s executed incorrectly. If your target keyword has high search volume, but it has nothing to do with testimonials, a lot of visitors will come to the page thinking it’s something else, then they’ll click away. Choose a keyword that’s relevant to testimonials and, though you might get less traffic, you’ll attract people that actually want to be there.

Make Testimonials Honest

It’s okay to guide your customers as they make reviews or testimonials, but telling them exactly what to say is not. If your testimonials are fake, paid, or make incredible claims, users will know it and they’ll leave.

Add Quality Content

Visitors genuinely interested in buying want to see quality testimonials. Whether you use text or videos, make sure your testimonials provide real information about some aspect of your business.

Try A/B Testing

If your testimonials page just isn’t working, try changing it. When you perform an A/B test, some visitors will see a different version of the page. If this version significantly reduces bounce rates, use it. If not, you can always go back to the original. You can start an A/B test in Google Analytics in the Experiments tab, under Behavior (see right).

Test Google Analytics

If your bounce rate is over 80% (or under 20%), something may be disrupting your analytics. Problems with Ajax or Flash, some chatbots, or misconfigured tracking codes, among other things, can return incorrect bounce rates. See if your bounce rate coincides with your average bounce rate, and check your tracking code if it doesn’t.

Tell Your Visitors Where To Go

If a visitor doesn’t know where on your site to go next, they’ll go to a different site. Add relevant, prominent CTAs to the page to keep visitors on the site and reduce the bounce rate.

Get The Right Amount of Content

Huge blocks of text are a turnoff. Variate photos, videos, text and design elements to make your content attractive and easily consumable.

Create Intrigue

If your content answers a visitor’s questions, but doesn’t generate excitement or intrigue, the visitor may leave out of boredom. Prioritize testimonials from excited customers and write compelling case studies to keep potential customers’ interest.


Though bounce rate is important, especially for a testimonials page, it’s not the only metric to measure. Track other metrics as well, like where non-bouncing visitors go to next. If they’re going to landing pages, contact pages, downloading content, or making a purchase, your testimonials page is delivering.

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Posted in: Conversion Optimization, Testimonials