What is bounce rate?
The bounce rate is one of those marketing terms that’s brought up a lot without too much explanation about what it means. The bounce rate is the percentage of people who arrive at a page on your website and leave without making any actions. But what does that mean for your business goals?
The bounce rate isn’t a problem in itself, it’s what the bounce rate suggests about your website. Depending on what you offer, a good benchmark could be as low as 15% or as high as 90%. For example, a website that offers a service (like internet banking) would be happiest with a low bounce rate, as visitors enter the website and can then take action. However, a blog might be happy with a high bounce rate as visitors find the information they’re after straight away and don’t need to explore further.
A low bounce rate is a good sign that people are interacting with your website
Most businesses that we work with want to encourage time spent interacting with their website, as it builds engagement with their visitors. An engaged visitor has a greater chance of conversion. A low bounce rate is one good sign that your website is performing well with your customers.
A high bounce rate suggests that either you’re attracting the wrong customers to your page or the page is too difficult to use. Instead of going on to find more information, view products, read about services, or make contact, your visitor leaves.
Remember to dig deeper
Before jumping to conclusions, it’s always best to check that the data you see isn’t lying to you and that’s where Google Analytics comes in. Using Google Analytics segmentation, you can see detailed information about different user groups, based on their location, their traffic type, or a variety of other useful traits, or ‘segments’. In this case, you can use it to see exactly who is bouncing off your pages. You might have a high overall bounce rate but find that Australians who access the site via organic search results have only a 15% bounce rate. If this is your preferred audience then you might not need to make any further adjustments.
If you’ve looked into the data and it still seems like your target audience is bouncing off the page, it’s usually a good idea to lower your bounce rate. Unfortunately, it’s not as easy as that. While it would be good to have a magic wand to erase any user experience problems, it usually takes a bit of analysis and optimisation to improve the percentage.
We’re bounce specialists
Luckily, as the experts in conversion optimisation, the bounce rate is an area we have a lot of experience in.
When we notice one of our clients has an unusually high bounce rate, we improve it by using this checklist. They’re all great ways to lower a bounce rate, and each situation will likely need a balance of them all. Try giving them a go!
What’s Giving Your Website The Bounce?
1. Too Broken
If the links that people are following to your website don’t work anymore or a redirecting to a page that’s unrelated, they aren’t likely to stick around. Do a link audit and look for 404 error pages or any other reason that someone might not be seeing the information they came to see.
2. Too Clunky
Making sure that every visitor that arrives at your website can use it correctly is important. Can it be accessed on mobile devices? Are all browsers displaying the same content? Are there any functionality issues that mean that a certain visitor might not be able to see your content? All of these problems contribute to someone leaving your website as soon as they arrive. This is where you could use Google analytics segmentation to see the bounce rate on different devices and find out if one in particular is the culprit.
3. Too Broad
When it comes to SEO, being specific helps the right people find the website. If the keywords you use for your organic targeting are too broad, people might arrive at your landing page and find that it’s not what they were looking for. If you’re using CPC advertising to attract people to the website and the offer isn’t clear, it can cost you money. The way to fix it is to use specific keywords for SEO targeting and be very clear about what the visitor will find when they click a link so that only people interested in what you have to offer are reaching your page.
4. Too Slow
It might seem like it goes without saying, but no-one wants to wait around for a website that takes 10 seconds to load. Not only does a faster website hold onto visitors longer, but is also likely to rank higher in google’s search metrics. There are various ways to make sure your website loads before they get bored and take off, but they’ll depend on your website structure.
5. Too Much Spam
If you’ve tried everything and you still seem to have an unusually high bounce rate, try looking for spam hits in Google analytics. Spam bots can visit your page and instantly leave to go and make mischief elsewhere. Google can segment and filter out hits that are likely to be spam so that you have a better idea of what real people are actually doing.
Our growth plans are designed to keep your customers on your website longer and build your business through relationships with your customers. If you want to have a chat to see if we could help improve the user experience, encourage more traffic, as well as get your bounce rate to a good level, get in contact by emailing us at firstname.lastname@example.org or visit our contact us page! Speak to you soon.