What Do You Understand By Bounce Rate?
Your website is ready and your product is on it for everyone out there to see, and even before you realize, your visitors are into your website to see what variety of products it offers. Your visitors come to your website and then leave, maybe after 4-5 minutes of going through entire website, maybe after one minute, or maybe immediately. There may be a situation where your visitors may not stay around your website long enough to get across your landing page. This may lead them not to return to your website again. This leads to the measurement of your website and shows us how sticky is your site. Whether the visitors are hanging from one page to another in your websites, or are bouncing out off your website.
The bounce rate of your website is the metric which indicates what percentage of visitors landing on your website stay, and how many of them leave without even clicking anywhere on your website. It tells you how many single- page visitors does your website have?
Why does Bounce Rate matter?
Bounce rate is the percentage of single page visitors to a website. Most of the websites want the visitors to convert by clicking via other web pages of the same website. Visitors start buying something, make a purchase, fill the form etc. The reason for visitors leaving your website may be the irrelevant content or the user-friendly issues.
How Do You Find Bounce Rate of Your Website?
You can calculate the bounce rate of a web page and website using Google Analytics.
In Google Analytics, go to Content > Site Content > Pages
The analytics report will provide you the complete bounce rate, along with options to go deep and find out the bounce rate of each page of the website.
Once you have measured the bounce rate of your website, you can figure out why visitors are leaving your site in the first place.
- Analytics – Determine the traffic sources and bounce rate for you the most popular pages.
- User Testing – Find out user activity on your website.
- User Survey – Interact with users with their queries.
Total no. of bounces on a page in a given time period
Bounce Rate of a page = ————————————————————————-
Total no. of entrances on the page during same time period
Bounces – no. of one-page visit from the page
Entrances – No. of times visitors visited your website on that page
Total no. of bounces across all page on the site in given time
Bounce Rate of entire website = ———————————————————————————
Total no. of entrances across all pages on the site
General Thumb Rule for Measuring Bounce Rate:
80% –> Very bad
70-80% –> Poor
50-70% –> Excellent
<=20% –> Tracking error (due to error in tracking events, duplicate analysis, third-party ad-ons like chats in the website etc.)
Higher bounce rate is one of the most common reasons that kill the conversion. There is no chance of converting your visitors into customers or subscribers if majority visitors are leaving your site from the first page itself.
You can reduce Bounce Rate of your website in following ways:
Choose the Right Targeted Keywords
Use relevant and most searched keywords in your website, which gives you a higher probability of conversion. It will be advisable to use the local keywords. Find out which keywords will provide you the maximum traffic to your website, use only those keywords.
Page Load Speed
Make sure your website page load speed is accurate, which means your page should occur in front of the user instantly without any delays. Otherwise it may annoy the visitor leading him/her to leave your website. Use limited videos on your page and try maintaining a certain ratio between the videos to the text content on your page (say 1:4).
The Call-To-Action (CTA) may be a banner, a button a link or a video on the landing page of your website or any external site. CTA may lead your visitors to visit your website & bounce. If it is an organic search, the CTA can be in the form of meta title and description tag, whereas if it is paid search (Adwords), CTA may be in the form of title & description of your ad copy. Also make sure that your CTA used is relevant to the landing page of your site.
Non-Targeted Meta Tags
Remove the keywords which are not going anywhere. Keywords that are not being searched should be eliminated from the meta-tags. Non-targeted keywords may bring the traffic to your website which not related to your products or services which will increase the bounce rate. So eliminate the traffic sources that are bringing poor traffic to your website.
Use good quality content which will develop a need to visit and explore your site further. Visitors always visit your site with some purpose like making a purchase, searching some information etc. Elaborate your content instead of wrapping up in just one landing page. Otherwise, if the visitor visits the landing page which is solving its goal, then you may get conversion with 100% bounce rate. This becomes one reason which leads to high bounce rate. Irrespective of your landing page satisfying the visitor’s goal, always provide them with some more options to make them stay on your website.
Using Video/flash based content in your website, quite a lot user interaction occurs on a single page like loading page/flash, clicking on link/image or video/pop-up etc. This provides visitors everything on the same page which does not create the need to browse other pages on your site.
Site Map or Archive Page
Site maps and archive pages easily provide readable links to the pages on your website, altogether at single place. Site maps help the visitors to find the content easily and quickly, and also provides an easy way to find other content.
Linking your content to your previous articles show how confident you are about your older contents. This entices your visitors to open the link to other tabs for further reading.