When it comes to monitoring your website, one of the first things to look at is the bounce rate. How many people are leaving your website after visiting just one page? Generally, anything 40 percent and below is ideal. Forty to 60 is average, and anything above 70 percent means you need to do some serious updates. These numbers will depend on how many visitors are coming to your website. Ten thousand hits a month may be the goal, but it only counts if the traffic is staying on your site.

Of course, these numbers can also change over time, sometimes for the better and sometimes for the worse. If you’re on the “worse” end of the spectrum, there are a number of things that you can do to improve your bounce rate.

Understand Your Audience

Not every visitor is the same. Some are browsing to gather preliminary information, while others are looking to make a purchase or acquire your services. Use this as an opportunity to take a more in depth look at your analytics. Figure out what terms your visitors are using to find you, which content is performing the best, and what path users are taking when they navigate your site.

Consider Your Returning Users

It may not be surprising to know that the majority of first-time visitors will never return to your site. Depending on your industry, you may experience a 10-25 percent return rate of visitors. While this is nothing to be alarmed by, there are ways you can increase this number. An email list for users to opt-in to allows you to update your contact database and use it for future newsletters. When done correctly, email marketing campaigns can be successful in bringing your customer back to your website over and over again. Of course, you will need to provide an incentive for signing up. Examples include templates, marketing guides, case studies, etc.

Utilize Retargeting Campaigns and Offers

If it’s in your budget, you can opt for a retargeting campaign. If a user has recently visited your website, you can create an ad that would show up on their Facebook page or another website they’re browsing. If the goal is to increase the amount of email signups, make this ad an offer (like discussed above) that leads the visitor to a new landing page. This landing page should only contain information about that offer, and a form for the visitor to fill out. Be sure to only ask information that is “worthy” of the free offer.

Edit Content for Better UX

No website should make you cringe. Pages that contain and an overwhelming amount of text, colors, or have a confusing navigation can contribute to a high bounce rate. A website should be intuitive for everyone. There are a few things you can do for your landing pages and navigation menu. You can also organize content flow with the use of good typography styles and weights that help with readability.

Make Your Website Responsive

With the growing use of smartphones and devices, it’s important to have a website that is responsive, meaning that it adjusts to any screen size. When a website is not responsive, you risk losing the attention of your visitor. If you are experiencing a high bounce rate, test your website across multiple devices. This includes smartphones, tablets, and computers of various sizes. Even better: Responsive websites tend to rank higher in Google.

Consider these five tips, and soon enough, you’ll have an improved bounce rate.