What Is a Bounce Rate?
Let’s start with the easily understandable definition: bounce rate is the rate of your website visitors who leave without going further into your website; the one-page visitors, so to say.
Mind you, not all one-page visitors are bad- take contact detail page for example. Grab what you need and leave. It doesn’t mean that this specific visitor won’t convert.
But if your overall website analytics say that the number is high, you should start an in-depth analysis of what might not be working well.
There are several directions to take. However, we advise you to talk to experts, such as the web developers working at TuiSpace, a web design company in Houston, who will come up with prompt and professional solutions.
Solution: a Quick Overview
Some companies opt for a complete website redesign, fixing thus all the bugs that may have affected the UX: from the interface, content, and buttons, through speed and scalability. We’ll get into greater detail shortly.
Other companies may choose to compartmentalize bounce rate so that they get into the very specific problematic area: whether it is the lack of landing page(s) or subpar marketing and therefore inadequate audience, all resulting from the wrong content, or unreadable and cluttered home page that is difficult to navigate, and so on.
Can You Have High-Quality Content and Still High Bounce Rate?
Sure. It means that your website is not of high quality, and this is the area for improvement. For instance, people are more likely to mistrust a website, and therefore bounce off, if they dislike its interface, including the amount of text and the unappealing design, even though what it says might be helpful for them.
To make sure this step is not overlooked, go after a website that is attractive, decluttered, but also supportive. Homepage design cannot fail: it has to captivate attention and have highly intuitive navigation. A website absolutely needs to be simple, yet effective.
Bottom line: when it comes to bounce rates metrics, bad navigation, unresponsive design, bugs, and the outdated interface will trump your high-quality content.
Why Is Bounce Rate Important?
There’s a brilliant metaphor of the website as your company’s best salesperson, the purpose of which is to:
- Provide information and solve problems
- Be a sales tool
This answers the question to why bounce rates matter: it is not just the number on a paper, it basically shows the potential pitfall in your marketing strategy, undermining your site’s selling potential. Namely, if people leave too soon without responding to your CTA, due to any of the previously listed problems, they may never come back. You want people to stay on your website, not get confused, and leave.
On top of that, the bounce rate seems to be the fourth most significant ranking factor.
Moving on to analytics.
Analytics of Bounce Rate
For those having an e-shop and a blog, it might not be advisable to check a site-wide Google Analytics: it’s better to have segmented analytics. Why? Because your e-shop page might be doing quite differently than your blog, and you’d want to have precise numbers to fix the possible issues, improving thus your overall business.
To get the average number of bounce rate you’re aiming at, you need to deploy Google Analytics: go to account settings and activate “benchmarking”- it will show you the number to compare for your industry.
For other specifics, navigate through the Google Analytics page to help: for instance, you can check everything regarding your industry, the behavior of your audience, time period, various pages within your website, and other variables.
To see a detailed account of the topic, please read this article on analytics. It will show you how not to be scared of the numbers, and how to truly understand what makes these numbers soar.
Alter Bounce Rate
1) It can be done by segmenting what you analyze: you can investigate the website traffic in terms of age, and therefore do better marketing targeting accordingly. For instance, if after careful analysis you find out that more young males are coming to your page, and the product is intended for older females, take the cue and course-correct (in terms of content, language, gender). Furthermore, segmentation can be set for your audience’s interests, their location, whether they’re new or recurring, according to the browser or device they use.
2) Also, it is suggested that you track down the exact pages where most people leave your website. It’s called an exit rate.
3) Or, you can even check which links people click on and which are abandoned right then and there. By doing so, you can rewrite the anchors or modify your CTAs.
4) Is your website fast enough? Do improve it or people will leave after three seconds. And this is not a random number.
5) Include visually stimulative content: pictures, videos, infographics
6) Make sure it’s readable. On all devices.
7) Don’t use pop-ups that are irrelevant to the subject. Most people find them irritating.
8) Use high-value keywords throughout your otherwise compelling content. Custom-write meta descriptions no longer than a tweet for every single page, and include the keyword.
9) Don’t let the links open in the same tabs. It will make visitors drift away for they don’t want to click the back button over and over again to get back to the original content.
In this article, we offered some insights into the philosophy behind the bounce rate.
If you want visitors to spend more time on your website, make sure it’s well-targeted, carefully crafted, well-written, and helpful.
Also, make sure it’s nice to look at.
They’ll stick around, we promise.
Author Byline: Liam Collins is a tech pundit and Web enthusiast working at TuiSpace.com. He spends
most of his time reading and writing about current affairs in the world of information technology. When
he isn’t working, he likes going for long bike rides and walks in nature.