There are different ways of growing an online business and boosting sales. As a digital marketer, your focus is on improving the performance of a website.
Although there are many different factors to review regularly, bounce rates are some of the most important.
Bounce rates measure the number of users who only visit one page on your website and leave the site without taking any action. They’re calculated using a standard formula and the result is expressed as a percentage.
So what’s a low bounce rate? This varies from website to website and also depends on the page type. The average bounce rate is anything between 26% and 70%, so you’ll want to aim for percentages on the lower end of the scale.
Why? Because if your bounce rates are high, that’s usually a sign of poor engagement. Your website visitors may not be finding what they’re looking for, or the content may not be relevant or persuasive enough.
First of all, you need to determine why visitors are leaving your site. Analytics tools only give you numbers, so you’ll have to figure out the reasons for using other tools. Some useful research tools include website feedback and surveys, heat maps, and recorded sessions.
This should help you formulate a hypothesis about why website visitors are leaving the page. You can use this as a starting point to make changes to your page or site. Often, high bounce rates are related to:
Website visitors want what they want, and they want it fast. Page load times keep getting lower as customer expectations increase. Right now, aim for 1 to 2 seconds.
Some common technical issues that can affect bounce rates are:
The last point is critical, considering that more than 54% of all Internet traffic comes from mobile devices.
This is especially important if you manage an eCommerce site or any website where users are expected to enter personal data or make transactions. Nowadays, HTTPS protocol and 256-bit SSL encryption are the minima expected.
You may have a secure website, but credibility isn’t limited to that. Other trust signals improve user engagement and conversion rates, such as:
A content audit can help you find irrelevant or outdated information that should be removed or rewritten. Every piece of content should add value, be informative, clear, and compelling. You should pay special attention to call-to-action copy and product pages.
It’s also important to evaluate your social content and identify the best performing posts. You can then use that to create a new content strategy based on what already works.
The keywords you use to attract traffic to your website should reflect what users are looking for, on their terms. In other words, you should review your keyword strategy to ensure keyword intent matches the content of each page.
The best performing keywords are accurate and deliver high value. Keyword value is defined as the intersecting point between:
Sometimes, the reason why visitors don’t take action is that there are too many elements competing for their attention. Review each page making sure the purpose and next steps are crystal clear. Other elements to watch out for include:
This doesn’t mean you should get rid of all of them. Use discretion and the insights you get from research tools to determine if they’re helping your bounce rates decrease or not.
Keeping bounce rates low can help generate more engagement and improve conversion rates and sales. Follow the tips listed in this article to get started on the road to better bounce rates.
Ray Brosnan is the co-owner of Brosnan Property Solutions, a property maintenance and facility management company based in Ireland. Brosnan Property Solutions also offer domestic and commercial services. Ray and his team manage most of their own digital marketing. To learn more please visit – https://brosnans.ie/facility-management/
What happens when you try to open a webpage that takes forever to load? Or when you come across a website that is hard to navigate? You will just close that tab and search for other sites, like many people do. Now imagine that is your website which people are abandoning and that simply explains what bounce rate is.
If you are a website owner, you will understand the feeling that comes when the bounce rate is high. The reality is that you will have a bad feeling when it is high and exciting when it’s low. Every website owner understands the impact it has on conversions.
To make you understand better, we linked up with our expert and seasoned author, Alex Lysak, (you can link up with him here) who will elaborate on how to measure, assess, and audit to increase conversions.
The bounce rate statistics is something you should pay close attention to if you are someone who cares about reputation and your website’s performance on the internet space.
But how high is high. Is there a criteria used to arrive at the figures, or everything is robotic? You need to understand better how the figures come before you tense about the statistics you see.
If you keep getting a low rate, you also need to understand how that happens to avoid getting shocked one day when you find high figures in your google analytics.
It is a way of measuring the percentage of people who visit your website, and instead of clicking on the tab menu and other links, they leave. Precisely, users bounce if they fail to engage with the page they have visited.
Additionally, the rate can also be a tool for measuring the quality of your website. You will realize if your website solves the visitors’ problems or it doesn’t. From there, you will know whether your page needs some improvement from its current state or not.
Let us take, for instance, you are looking for a site such as Scanteam that reviews iGaming platforms. You need to spend as little time as possible on that review website so that you can click on the links and land on the iGaming platform. You thus need a platform with a low bounce rate so that you can finally land at the iGaming website with good reviews.
When a visitor visits your page in a single session that is a bounce. Therefore to calculate the rate, you have to consider the single session. You need to know if the visitor triggered any requests to the analytics server or not.
It calculates the rate by taking a single-page session and dividing it by all sessions on your page. Alternatively, it divides all page sessions by the percentage of all sessions in which users viewed only a single session to determine the average bounce rate.
You need to consider various bounce rates when you want to know how to calculate bounce rate. Below are some of them;
Site-wide Bounce rate – refers to the total number of bounces across all pages over specific dates. The number comes by dividing the total number of bounces by the number of entrances across all pages.
Page-level Bounce rate – refers to the total number of bounces on a page divided by all entrances under the same date period.
Segment Bounce rate – refers to the sum of all bounces across all pages divided by the sum of all pages in that particular segment.
Specific reasons cause low or high rates on your site. Below are some of them. Consider them keenly and assess how they apply to your website.
Most of the time, people believe that CTAs are only essential in driving sales on eCommerce platforms. However, that’s not the case. They are also useful on websites that don’t focus on sales.
You can use CTAs to link content that is available in other parts of your site. They are impactful since they will make your site visitors read at least all the content on your page.
Your CTAs must be relevant to the content on your site. That way, you will prompt your site visitors to click on the links, thus triggering your google analytics.
However, if the CTA you are using is not compelling, the chances are that no one will click on it. Your website will remain dormant all through, thus making the bounce rate higher than what you expect.
Speed matters a lot in every aspect of life. Let’s consider the below instance;
Imagine being in a hurry, then you opt to pick a cab to your destination. While on the way, you realize it’s taking too long because the engine power does not support the speed you want. You end up disappointed and swear not to pick the cab or a similar one again.
That’s how disappointing it is in the case of a website.
When visitors visit your website, the time they take to reach your landing page matters a lot. If they take a lot of time, they will not wish to click on anything because they will be aware of the speed.
On the other hand, when your website loads faster, the users will be interested in clicking other tabs on the page. They will be sure that it won’t take them long to reach the content they want.
Also, Google will take note of your website’s loading speed. Mostly, loading speed is also a determinant of your ranking. If it loads faster, it will rank higher compared to when it loads slowly.
After receiving the figures over a certain period, you may want to conduct an in-depth audit to understand how it works. Below are some of the things you can consider if you’re going to audit your bounce rate.
The first thing you can do to succeed with your audit is using your Google analytics report over a specific period. From there, you can consider checking on each segment to find out if you made any changes on particular dates.
A better way of doing your bounce rate audit is making comparisons against other websites in the industry. Through that, you will easily distinguish your weak points and work on them. Doing that will also enable you to know what they are doing to make them excel.
You will know how to find out what is a good bounce rate and a bad one from the audit.
From the above, you can realize how your website bounce statistics are significant in showing you the direction your website is heading to. You can also try applying the concepts discussed above.
Alex Lysak is the CEO of ScanTeam. I have been working in online marketing since 2011, my main areas of expertise are marketing research, social media marketing, and SEO. During 9 years of experience, I have helped many products and startups to develop marketing strategies and to implement them further.