Bounce Rate % is important as it tells you how well your website visitors are engaging with your website. It is also a good measure to illustrate whether the visitor expectation is being managed i.e. did they find what they were looking for.
Bounce Rate % is calculated based on a visitor entering the site on a page and leaving without making any other interactions. It is a single page view.
Generally a level of acceptability of a Bounce Rate % is between 40-60%, however, this is an industry average and does not take into account the difference between an e-commerce site to a lead generation site for instance. The general rule of thumb is to understand your specific Bounce Rate %, then continue to work to improve this. Improvement means reducing it rather than aiming for 100%.
You need to consider your own specific website. If success to you means users viewing more than one page, then a high Bounce Rate is a bad thing, however if you have a single page site or have other types of content where a single-page session is expected, then a higher Bounce Rate would be expected. Google gives a few examples here.
Just to confuse things even more, Bounce Rate is also different to Exit Rate. The Bounce Rate considers the visitor has entered the site on a page and exited without viewing other pages or interacting with the page. The Exit Rate however considers that the visitor has exited on a specific page regardless of whether they have viewed other pages before hand. So, if a person lands on page 1 of your website and hits their browser’s back button to the referring page, that’s a bounce. But if they land on page 1, go to page 2, and then quit their browser or jump to another site, that’s considered an exit.
How to Lower Bounce Rates
Here are a few suggestions to consider to help you reduce your Bounce Rate:
- Make sure that your content is easily readable both from a font point of view but also breaking it down with images, headings and bullet points so it isn’t as intimidating.
- Avoid popups as this interrupts the UX.
- Create compelling CTA’s (Calls to Action) to make your site visitors want to find out more. It is also worth considering the consistency of the CTA’s.
- Consider your Story and captivate the hearts and minds of your audience. Make your audience want to work with you/buy from you.
- Regularly refresh your content, whether that is regular blog posts or creating content such as video or infographics etc to keep the conversation fresh.
- Reduce page load times as visitors are not going to wait for slow pages to load. Consider image sizes and site structure to make sure it is fully optimised.
- Consider your audience and create content specifically for them at each stage of the buying cycle.
- Create pages that are mobile-friendly, especially if you have a consumer proposition and are using social media as a key traffic driver.
- Make sure that your Google Analytics setup is correct. An incorrect setup can adversely affect your Bounce Rate.
- Make your site navigation intuitive and effortless, you have spent time and money driving visitors to your website, now make it as easy as possible for them to engage with you.
For more information on Bounce Rate and how to reduce yours, get in touch today!