There are a number of important factors which need to be considered when trying to achieve marketing success and the success of your website, not least of all bounce rate. Bounce rate in a nutshell is the percentage of people who visit your website and then leave without looking at any of the other pages which you have on your site. Read this article and learn more!
Summary: 5 Minutes read, Level: Advanced
The bounce rate can be found by looking at the analytical tool you use for your site. Sometimes a bounce rate percentage can be quite high. The higher the percentage, the fewer people are actually looking at additional pages other than the one they first viewed. This information is important as it can reveal whether or not your site is achieving its goals. This can then help you to determine what changes need to be made to reduce bounce rate and to keep visitors engaged on your site.
Whether or not you view a high bounce rate as a concern depends largely on what the goal of your website is. Not every site is designed so that customers browse every single page. The reason they were directed to your site could have been to visit the ‘contact us’ page. In this case they will have gone to that page and left a message or discovered your number on which to call you. A lack of further browsing here in no way indicates that you have failed to achieve a goal.
Any positive return from a call to action is a good thing and you will need to analyze the bounce rate more closely. Consider the following:
Not every visitor will look at your whole site, but they could have made you money despite bouncing. When you study the analytics more closely, you may discover that a high bounce rate is no cause for alarm and no further action is required on your part.
No matter which analytics tool you use – Google Analytics is the most common and widely considered to be the best – you can learn a lot from the results. Analytics will help you to see which pages are successful and which aren’t. Don’t be put off by figures such as a 60% bounce rate. This might seem high, but it means that 40% of the viewers of that page went on to look at further pages on your site. Lower bounce rates are obviously leasing, but in reality nobody will achieve a 0% bounce rate.
The percentage might not be as important as the number of hits you get. The above 60% bounce rate when you only had 10 hits means just four people viewed further content. A 90% bounce rate when you have 1,000 hits mean that 100 people stuck around on your site.
In looking at specific pages you will gain a lot of insight into which areas of your site and/or content need to be changed. You will also find out which keywords are proving to be successful and where most of your traffic comes from. Seeing whether social media posts are driving people to your site is very helpful and can lead you to changing the timing or style of your Facebook posts in order to improve numbers.
Analytics figures can be quite illuminating when telling you which pages have a higher bounce rate. Now that you know what these are you can work on improving or reducing bounce rate. There are a number of ways that you can make content on your site better which will appeal to more people.
It should go without saying that your content should be great. But you’d be surprised by the number of people who simply see it as a necessary evil and just incorporate filler into their site. They want to make it appear like there is a lot of content there. You need well-written, engaging content that’s SEO-friendly. Include things like headings, links, photographs, infographics and bullet point lists. The most important thing by far is that the content is interesting to the reader. You want to make them stick around and you want them to read your other pages too, so make it the kind of content that achieves this. Think about the kind of thing you’d like to read if you were a potential customer and take it from there.
You should have links to engaging sites within your posts and you should have very clear links to other areas of your site. You know how to navigate your site, but new visitors don’t. They might have got to your site because a friend shared a link to one of your blog posts. If there’s no link on that page to contact you or to view the products you have for sale, you definitely could be missing out. Make sure your site is easy to navigate through links and you could see bounce rate improve significantly.
Your products don’t just sell themselves. Think beyond simple photographs and product descriptions and include customer reviews and testimonies or anecdotal stories about the time you used a particular product. This kind of familiarity can help potential customers warm to you.
Make sure you have links for visitors to follow you on Twitter or Facebook. The greater social media presence you have, the better your potential reach will be. Make sure you post regularly from your social media accounts too.
It might not happen overnight, but by using analytical tools and a little bit of careful planning, you can improve the bounce rate on your site. If you manage this the sky truly could be the limit for you, your website and your business.