Bounce Rate – What is Bounce Rate, Why is it Important, and How Can You Lower It?

Bounce Rate control, Web Design, and Effective Online Marketing since 2008.

Understanding the bounce rate

The bounce rate is used to identify how long a visitor stays on your website. What exactly does this mean when it comes to effectively managing website traffic? When it comes to SEO and website traffic monitoring, do you think you understand the bounce rate on your website?

A bounce rate is something that every company should know if they want to find out how intriguing their website is. The name of this term is accurate to the description of action what the “bounce” refers to when an individual is visiting a website and leaves the website without interacting with the page any longer. This means that they click on absolutely nothing, items like the menu bar or “read more” link. The “bounce” of the customer leaving the website refers to the bounce rate, as the number of people coming and going is the “rate” part of the term.

A bounce rate of your website tells you the amount (percentage) of how many individuals bounce off your page. This is the best way to analyze the traffic flow of your website and keep your website relevant.

First, it’s essential to distinguish between bounce and exit rates. This applies when only one page in the site is visited, while the exit rate applies to the last page called, regardless of how many other pages were viewed in the same session.

Acceptable Bounce Rates

There are several satisfactory bounce rates based on the type of website your business would have, these being:

40-60% – Content websites
30-50% – Lead generation sites
70-98% – Blogs
20-40% – Retail sites
10-30% – Service sites
70-90% – Landing pages

Ref: Google Analytics benchmarks

Of course, you will need to identify the type of website your business has and ensure that it is in line with these numbers.

The bounce rate is a percentage.

If one visitor lands on what you consider an internal page and leaves immediately, you will get a 100% bounce rate. Ideally, lower bounce rates will need to be your target, of course, dependent on the audience your website is targeting.

How to Determine a Bounce Rate

The most common way to determine the bounce rate is through Google Analytics. When a user doesn’t respond to the website, Google Analytics doesn’t receive any prompt that shows interest. By this strategy, it is easier to tell if your page’s content or quality is actually worthy enough reading or not valid enough for the reader’s time. Sometimes no further interaction of your webpage could also mean the page’s content is not meant for the individual’s purpose either.

According to yoast.com, Google calculates the bounce rate by taking a single-page session divided by all the sessions. To simplify, it collects all the sessions when individual visits only one page and divides it by all the total sessions. In other words, the percentage of all sessions on your site where users viewed only a single page and triggered only a single request to the Analytics server. The lower the bounce rate, the better it is for you as the website creator.

Having a “higher” bounce rate means necessarily that there are factors that contribute to it.

What can you do to salvage an alarming bounce rate?

You or your website developer or SEO (Search Engine Optimization) person can do many things. After analyzing the bounce rate and determining the pages that need to be improved, you will need to ask yourself some questions.

Things that affect the bounce rate :

it’s the wrong site or content;
it takes too long to load;
The call to action is not available or clear;
the navigation is not intuitive;
the site is not responsive;
it’s visually unappealing;
it feels untrustworthy;
the services are not clear enough;
they don’t like it;
and the list goes on…

Check Benchmarks

The most important thing to remember when checking your bounce rate is context. Check it against the benchmarks, and evaluate what a reasonable rate for each particular page should be. If it is too low, check for a script or set up errors in your analytics; if it’s too high, try some of the above guidelines.

Remember, the bounce rate should be understood to retain traffic and gain conversions.

It’s best to make one change at a time and then check if it has made a difference. Bounce rate can be your friend if you learn to use it properly.

Above all, remember that this is one of many tools used in retaining visitors to your website. A healthy bounce rate will not magically increase sales or sign-ups but will help you improve when someone stays on your site and, maybe, generate a deal.

Interpreting Bounce Rates

Depending on the type of content created, a high bounce rate could either be good or bad for your webpage. For example, with some pages created that are meant to inform readers purely, it would make sense that they wouldn’t get a large amount of feedback or prompts from their readers. It is comprehended that after getting the information they came looking for, they exit immediately after getting it from the article. However, it would be nice if they clicked on other articles written on that website or even subscribed to Google.

Analytics would be notified of the prompt of their click. It usually occurs on rare occasions. But in most cases, if they are looking for statistics or things like an address of a place, it’s not surprising that readers exit out of the window as soon as they get ahold of the information they were searching for.

Meanwhile, with other pages meant to engage with readers, getting a high bounce rate isn’t good news. For example, some pages have one primary goal when they want consumers to view their page: to gain subscribers. They want their viewers to read their content and return wanting to read more. In instances like these, they may change how they advertise their article/page. For example, there are simple solutions like adding a pop-up button on the page that says “subscribe,” where users are then aware of subscribing. Other pages could be like ones that want to sell products and get no clicks on their website.

Click-baiting can result in a poor bounce rate.

Another significant reason why there could be a low bounce rate for subscribing to pages is click-baiting. This refers to the term of having information in your article title that ends up not being in your article. When this occurs, readers might get agitated, not only leaving the website. It shouldn’t be expected to have a low bounce rate when the website doesn’t include the essential information that it is titled to be.

Bounce rates are better interpreted as metrics. That way, it’s better to see the numbers that come with bounce rates and compare scores. According to gorocketfuel.com, the numbers ranging from 26-40 percent are excellent for a website. It even sometimes seems impossible for firms to get their numbers down to this range. 41-51% is about halfway, and this is average. 56-70 percent is pretty much disappointing for anything engaging, such as blogs, newsletters, and the news.

What Makes a High Bounce Rate?

Generally, the lower the bounce rate is, the better the content there is on the webpage. Depending on the type of webpage you have created, having a high bounce is something you would want to avoid.

Factors that have an impact on bounce rates::

The overall quality of your page is low. This could mean that nothing is engaging on the website, and users feel like they see a text block. The suggested solution would be to create the overall layout more intriguing.
The crowd that went on your page doesn’t match the same purpose. It is usual for no engagement if they do not find the information they were looking for.
Consumers who visited the page quickly found the information they were looking for and needed no further information.

Advantages of Google Analytics

One significant advantage you can have with bounce rates and utilizing Google Analytics is seeing the segments they provide. This way, it’s helpful for websites trying to target specific demographics, ages, genders, and browsers. They can even check for new visitors or returning ones as well. Below is information about the ages once you go to the audience, then demographics, then age on Google Analytics. It even provides the duration of the user on the webpage.

The Contribution of SEO

There have been many questions about whether SEO has played a hand in the bounce rate calculated through Google Analytics. Although Search Engine Optimization (SEO) doesn’t factor primarily with bounce rates, more so with the overall views of the page, it’s still an essential key. SEO is when the top pages that come up through results are advertisements or professional marketing strategies.

Thankfully, they have confirmed that Google does not use the algorithm for analytics. But the only concern here is that when consumers “bounce” to your website, ensure they do not bounce back to the search results they came from. The important thing is to include factors that make visitors want to stay on your website.

Keeping a low bounce rate is hard for some pages, and it can be changed through the correct strategic details. Here are the top ways to reduce the overall amount of bounce rate:

There has to be a clear call to action. If the consumers come to a page where the call to action is hidden or find it has nothing to do with the content, they will bounce.
Please give them a purpose to navigate throughout the page. Whether the information they were looking for is solved or not, there is more likely a chance to leave. It would be better to create an about us page. An example of this would be displaying information like a company’s number on the homepage.
Make the landing page pretty. The landing page is the homepage, and if the first expression is the most important, that is the biggest reason to make the landing page attractive. Individuals judge the reliability of the content of a page based on its appearance.

Takeaway on Bounce Rates

Bounce rates mainly analyze the marketing efforts that websites create and put out. The most common way that bounce rates are determined is through Google Analytics. Bounce rates are beneficial in helping web developers and online marketing experts change and innovate websites so they keep website visitors engaged. No matter what type of website you have, be it a restaurant, dentist, or startup, it’s always right to get users to engage once they land on the website. Though a high bounce rate isn’t alarming, it is more efficient when a lower bounce rate is proven for a web page.

We have been providing influential website ranking and SEO since 2008. Check our SEO case studies, where we have successfully increased website traffic and lowered bounce rates. Contact us today for a free consultation.

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