What Is Bounce Rate And How To Lower It?
Do you think everyone who visits your website or landing page converts? If you thought that bringing visitors to the site is all that matters, you should know that real work actually starts from there. This is because not all visitors turn to customers. Some just bounce off just as they come in because they don’t find what they were expecting in there.
Read on to find why you should care about bounce rates and how you can lower them.
What Is Bounce Rate?
The bounce rate calculates the rate of visitors who take a look at your landing page and then leave without making any further interaction with your site. A bounce is a single-page session and typically consists of just one server request for the user session.
Having a high bounce rate is a nightmare for any webmaster. All your SEO efforts and marketing campaigns that work hard to bring visitors to your site just don’t bear fruit as visitors simply leave.
And the sad part is, that we as website developers have noticed, many website owners remain oblivious to this figure. They tend to believe as long as clicks take new visitors to their site, something will work out. In reality, though, each customer bouncing off contributes a tarnished brand image that will hugely hurt the business.
How Does Low Bounce Rate Hurt Your Business?
It is understandable that visitors eventually leave after exploring your site, but high bounce rates indicate a deeper problem. Visitors leave after taking just one look at your website and decide it’s not worth their time.
Bounces may trigger ad impressions, but they bear no real benefit. It gives you no real value in terms of data on why these people visited your page in the first place. Having a bounce rate higher than 75% practically renders your site useless. It implies that more than 75% of visitors to your site leave without even looking around what the site is about.
Here are some reasons why you should be fixing your bounce rate as soon as you can:
- The bounce rate indirectly impacts SEO factors.
- It gives no useful data as to why the visitor left your site
- If you don’t properly factor in bounce rates, you might end up with flawed ad impressions data
Higher bounce rates indicate a deeper problem with your website’s design and content. You should start thinking about what makes visitors turned off by your website and try to fix it.
Why Is Your Website Having A High Bounce Rate?
A high website bounce rate is often a symptom of bad website design and weak on-page SEO. Here are some common causes that can increase bounce rates
- Slow loading speed.
- Lack of quality website design
- Content and keywords mismatch
- Lack of mobile-specific optimization like responsive design
- The landing page content could suffice the visitors’ needs, leaving no need for site exploration.
- Content distribution across the website is not uniform. Some pages may contribute very less to the overall bounce rate compared to other pages.
- Meta tag, title, and meta description may not match with the content.
- Blank pages, technical errors like 404 and 502 pages might cause the visitor to bounce off.
- Broken or misleading links from other websites result in a higher bounce rate from referral traffic
- If the landing page acts as an affiliate landing page, bounce rates could be higher. But this poses no serious problem as affiliate pages are meant to redirect visitors to the merchant site anyway.
- Low-quality content that offers little to no value to the visitor.
- Bad UI and user experience design can also contribute to higher bounce rates. If the site looks cumbersome and confusing to navigate, visitors will not think twice to bounce off.
- Improper Google Analytics settings can also result in a faulty bounce rate value. You can easily fix this by adding proper tracking codes to all the pages on your website.
How To Measure Your Bounce Rate
You can make use of Google Analytics to check your bounce rate page-wise or site-wise. You can also get an idea of the bounce rate you are targeting with the help of Google Analytics. To do so, follow the steps below:
- Set up benchmarking on Google Analytics on your Account settings
- Now navigate to behavior reports. And get the report for ‘Landing Pages’ under ‘Site Content.’ The behavior reports will show you the site-wide bounce rates.
- You can check the bounce rates of each section of your site for a clearer understanding. To do so, make use of the advanced filter feature on the reports.
How To Reduce Bounce Rate?
Once you have the data regarding the sections of your site that are contributing highly to the bounce rate, you can start optimizing them for lowering the bounce rate value.
Segment your bounce rate reports for a better understanding of the root cause. Understanding the root causes is essential to fix your bounce rate properly. You can try to segment your bounce rate by variables such as age, gender, audience interests, location, new or old visitors, browser, and device.
- You can also adjust the bounce timers and scroll timings to get an accurate value on the bounce rate.
- Fix the common issues contributing to a high bounce rate.
- Improve your site’s overall performance and loading speeds.
- Make your site mobile friendly, similar to ryanmcnair.com.
- Make sure your content is relevant and matches the keywords used. Content should also meet the quality expectations of your target audience. It should bring some value and should be structured well for improved readability. You can make use of images, slides, and infographics to present the content in a visually pleasing manner.
- Avoid using misleading titles, meta tags, and descriptions
- Fix your technical errors and Blank page issues.
- Fix bad links from referral sites.
- Focus on the UX design of your site. Everything from font selection, color contrasts, layout, and navigation should match with the website theme and should be easy to use. Make sure the CTA areas are designed well and pose no confusion. You can try to avoid interrupting pop-ups and aggressive language, as these may turn off many visitors.
The Wrap Up
As you can see, lowering your bounce rate is important to boost your website’s reputation online, and to convert more users. Adopt the right measures and revisit your strategies to figure out what went wrong.