With it, you’ll have no problem converting your website visitors into genuine leads.

Without it, you can advertise all you like—you still won’t be able to see the ROI on your advertising dollar that you’d like to see.

The variable in question? A high-quality bounce rate. If you have a low bounce rate, it means that fewer and fewer of your customers are clicking away from your website and more and more are staying on to make a purchase or find out more. But what does a high customer bounce rate mean—and what are some common cures to fixing it? Here are a few ideas:

Diagnosing (and Understanding) a High Bounce Rate

First things first: why bother? Your bounce rate is defined as the rate of every 100 visitors who bounces. If you have 586 visitors who stay out of 1,122 opportunities, you have a bounce rate of approximately 48%.

That’s pretty simple math—but what goes into determining your company’s bounce rate can be much more complicated. While a high bounce rate might not matter for some websites (such as information-based websites where the goal is to inform the reader and then send them on their merry way), your goal should be to remain “sticky.” In other words, you want your website to be as fascinating and engaging as possible. The more people who remain on your site, the more potential customers you’ll have.

Why does bounce rate matter? Because it gets to the heart of why you make (or fail to make) sales online: with a poor bounce rate, your site isn’t engaging enough or persuasive enough to convert visitors into customers. With a high bounce rate, you’re making the most of your web traffic—and you’re ready to take on more growth.

How to Get a Lower Bounce Rate

As it is with golf, the lower your score here, the better you’re doing. You want your bounce rate to be low and your conversion rate to be high. When that happens, you’re free to focus on enhancing your advertising and marketing strategies—and not so much on-site optimization.

How do you secure a lower bounce rate for your site? Here’s a list of everything you should consider:

Inbound Marketing Problems

Although it might not seem like it, a surprisingly large amount of customer bounces can come from the expectations you set in your social media, branding, and advertising. That’s right: something you’re doing is priming your customers to bounce before they ever view your site.

On-Site Marketing Problems

If you don’t believe the two problems above are an issue, here are some common on-site causes of high customer bounce rates—along with suggestions for fixing them:

It doesn’t always take much to fix a high bounce rate once you’ve identified the problem. But it’s important to make sure you’re aware of that problem with proper analytics and a willingness to examine your site and ask where you can make improvements.