What is Bounce Rate?
Bounce Rate can be referred to as the percentage of visitors that leave a website without taking any action, such as clicking on links, filling a form, subscribing to a newsletter, or making a transaction. The website bounce rate increases when visitors come to your site and leave almost immediately, without further interaction. To check your bounce rate, Google Analytics displays the percentage of site visitors that “bounced off” the site.
Google Analytics for SEO defines visitor interaction as visiting at least one additional page.
The bounce rate mentioned on your site overview report on Analytics is the website bounce rate collectively, the average of bounces across all the pages divided by the total number of visitors across all pages in the same time period.
One can also find the bounce rate of a single Web page, a segment or a particular section of the website.
Reason people bounce from your site
Now that we know what bounce rate means, let’s take a look at the reasons why visitors are bouncing off of your website without interacting.
If you have read the new update for Google’s page experience and UX rolling out in 2021, you will understand the importance of providing visitors with a memorable user experience. One of the important metrics for site rankings depends on the overall user experience that a site provides to a visitor. This means you have to pay attention to aesthetics, navigation speed, load time, quality content and adherence to accessibility guidelines.
Sufficient Content on the Said Page
Visitors can bounce from your page if the page they arrived at provides them with all the information they need. For example, a visitor diverted from a third party site and arriving at a resourceful blog may find adequate information and be not interested in browsing through the site more than that. Such bounces cannot be helped much, but internal linking may coax them to visit another page.
Technical errors such as 404, 303, bugs and others where the domain can temporarily not be reached or access has been denied to a visitor due to an SSL error can increase the bounce rate.
Bad Content Quality
Arriving at a page only to find that the content is sub-par and not good enough to be perused further is one of the biggest reasons visitors leave as soon as they arrive at a page.
What is a Good Bounce Rate
Ideally, any number below 40% means that your website has a good bounce rate. A bounce rate of 40-55% is an okay score, while 55-65% needs improvement. Any figure above 80% is an unacceptable rate and could point towards an installation or tracking code error.
Many different factors can help determine what a good bounce rate means.
For example, Brafton research shows that the average bounce rate is 58.18%. The said research also mentions that bounce rates are higher for B2B businesses as compared to B2C businesses.
If you’re not sure regarding the bounce rate you should be aiming for your website, Google Analytics is an effective tool that can help you figure it out.
How To Create A Bounce Rate Benchmark?
To figure out the appropriate bounce rate for your website, you have to set up benchmarking on Google Analytics. Google Analytics illustrates through visualization the average bounce rate for what it perceives to be your industry by using its benchmarking techniques.
Go to the admin section, click on “Account Settings” and then the “Benchmarking” box.
This will help you compare industry averages.
Next, navigate to the site’s behaviour reports. Go to “Site Content” and then “Landing Pages.” Once you click on Landing Pages, the average will pop up along with the site-wide bounce rate.
How to Reduce Bounce Rate?
Improve Page Load Time
The first thing to pay attention to is the user experience you provide, which means being aware of the page load time. Optimising the website speed will lead to a smoother browsing experience for the user, which along with good content, will help you retain them.
Content Needs To Be Readable
Content plays a pivotal role in reducing the bounce rate of a website. If you provide valuable and well-structured content backed up with correct sources, infographics, images and visuals, the visitor will surely have more reasons to stick around. Employ the help of SEO services to curate stellar content for the site if you need it.
Optimise For Mobile
Mobile optimization of a website is also essential since your audience would like to access your site on-the-go. Most people view websites on their smartphones these days, whether or not they are at home.
Good Site Navigation
The layout of your site and the navigation adds to the user experience. Ensure that your website consists of a simple, compact and smooth navigational experience for the visitors, on desktop or mobile. Also, optimizing your website navigation as per accessibility guidelines will help you reduce the bounce rate.
Pop-ups are a big no, as they create distractions and can be irritating to visitors.
A good call to action (CTA) statement will encourage visitors to perform the next action, such as subscribing for or purchasing your services.
Bounce Rates: An Important Metric For UX
The bounce rate is a good analytical metric to factor in while trying to boost your site traffic, interactions and the conversion rates. By keeping bounce rates at a minimum, you can help your brand gain greater recognition and improve search engine result pages (SERP) ratings by coming off as a reliable and note-worthy website. We hope our article helped you understand what to avoid and what to work on to reduce your bounce rates.
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