Are individuals dangling around on your website and viewing various pages, or are they bouncing back just after landing on the page? Happily, there is a metric for that, and it is known as bounce rate.
What is Bounce Rate?
As said by Google, the bounce rate is the fraction of people to a specific website who direct away from the website after checking out only one page.
There are numerous reasons for a high bounce rate of a web page or a site.
For example, a visitor may leave the website if there are problems with site design and usability or the visitors may leave the web page if they have found what they were searching for on that page, and they don’t need to visit other pages or they are not interested.
How Google Webpage Analytics Compute Bounce Rate?
Bounce rate of a web page= sum of bounces on a page / amount of entrances on the web page
Website’s Bounce rate= sum of bounces through all the pages on the site/ total number of entries through all the pages on the website
Bounce rate on a website of a web page can be an influential metric to measure the quality of traffic to the site or landing pages.
The thing about which you should bother is the high bounce rate, and it is because a high bounce rate usually shows that website entrance pages aren’t appropriate to the people.
If the opening pages of the website are not relevant to the people, then you can’t imagine any sales, conversion, or leads. The entire drive of setting up a site has no marketable value.
Why the Web pages or Website may have High Bounce Rate?
A high bounce rate is an outcome of numerous factors that includes:
Single page visit: If the website has only one page then the Google web page analytics does not register several page views except the user has loaded that web page again. This is the reason that a single-page website has a high bounce rate.
Improper application of tracking code: If a site has a high bounce rate that has multiple pages then make sure that the Google Analytics tracking code is added correctly on all the web pages.
Web design: If the bounce rate is still higher after correctly adding the tracking code in all the pages then try the following:
- Restructuring the landing pages of the site.
- Optimizing the keywords and ads to reflect the content of the page better.
- Optimize the pages or posts to make them more relevant to the searched terms that fetch the visitors to the website, with keywords you are targeting or with ads you are running.
How to Reduce Bounce Rate?
Here are some methods that will help in reducing the bounce rate of websites and web page:
- Improve the Bounce Rate of the site:
The most commanding method to cut down the bounce rate is to improve it by computing the time that is spent on a page. In this way, you can get accurate bounce rate. There are numerous conditions in which you can get adaptations through bounced visits.
It is quite common that people come and leave from the landing page of the site without browsing any further in the case of news, blogs, and publishing sites. These visitors usually come to the site to read the article or the latest news and then leave the site from the landing page as there is no requirement to look any further.
In the case of single page visits, the Google web page analytics will display a bounce rate of 100%.
When a visitor alters on the site, then his visit shouldn’t be added up as a bounce even if that is a single page visit.
This is for the reason that our main reason for running a site is to acquire conversions and not to enhance bounce rate.
This is the reason why you want to regulate the bounce rate. When the adjustment has been made, there will be a drastic drop in the site’s bounce rate, if you are running news, blog, or a publishing website.
- Reduce the bounce rate of the Webpages in the Profit Index:
The database of all the beneficial pages on the site is known as Profit Index.
Profit Index covers all those web pages which are most recurrently viewed before transactions or conversions. So if these web pages have acquired high bounce rate, then it is going to considerably affect the conversion volume as well as the conversion rate of the website.
It is needed to decrease the bounce rate of the pages in the profit index to enhance conversions. Without profit index, you will keep on busy improving the bounce rate of enormous volume of arbitrary web pages which may or may not influence the professional bottom line.
- Generate landing Webpages which satisfy the request of visitors:
If the site is receiving the right traffic but the landing page doesn’t please the visitor’s request, then the site visitors are going to bounce the instant they land on the website.
- Increase usability of the site and Stop targeting keywords/ marketing channels which are transferring low-value traffic:
Make the data readable by shaping into a structure and with large fonts, large headlines, white space, good color contrast and bulleted lists. Use responsive designs that allow for easy and quick navigation on all platforms and browsers.
If the website is receiving the traffic which has nothing to do with the services or products you sell then the site visitors are going to bounce the minute they land on the website. Control the traffic sources which are transferring poor quality traffic and then either stop the operation or target the landing pages or right keywords.
- Enhance for Mobile:
It’s a slightly sad that we have to tell how important this is, but several websites still aren’t optimized for mobile is shocking. With the number of visitors opening the Web primarily from mobile devices increasing every year, failing to improve the site for mobile is nearly begging for users to bounce and take their business somewhere else.
Unluckily, launching a mobile-friendly website is a huge pain in the ass, particularly for bigger sites. It can be a painstaking procedure and may be outside your technical skills, which means it can also be expenditure for the site. Though it’s tough to understate just how important mobile optimization is for each type of site, and you should intensely think through making the website mobile friendly, irrespective of the time, the expense involved and effort or the sores or sleepless nights you experience in the procedure.
- Make the ‘Call to Action’ related to the landing page:
The call to action can root the visitors to come to the website and bounce. This call to action can be in the form of a banner, link, button, or video on the pages of the website or some external site.
The call to action can be in the form of a title tag or Meta description tag of the main page in case of organic search. In the incident of paid search such as Google Ad words, the call to action can be in the arrangement of title and description of the ad words ad copy.
It is a must to justify the promise you made to the visitors of the website in search engine listing, or ad copy else expects a high bounce rate.
- Write contents which can be consumed in short duration of time:
If the landing page without a glitch fulfill the query of the visitor but the content on the page is difficult to consume in a short period, then high bounce rate is expected.
Even if some visitors are still attracted to the content, they are still almost certainly to jump as they possibly will bookmark the page and decide on to return afterward on a different visit to put away the contents. So, target to develop materials which can be consumed in small duration of time.
- Use Simulated Event Tracking or Page views for Flash/Ajax based contents:
In the case of Flash or Ajax based website or content, a number of user interaction such as clicking on a link or an image; loading of a video/pop up, page/flash .etc. Occur on a single page. So, in a number of cases, visitors don’t want to browse another page or pages on the site. Therefore there will be very high bounce rate. In the case of entirely flash based site, bounce rate will be 100% all the time if user’s communications are not tracked with virtual event tracking or page views. So, it is must monitor the user’s interactions using virtual event tracking or page views.
- Make the website look gorgeous and load faster:
According to a latest research a visitor chooses in 8 seconds or less whether to stay or leave the website. Following are some of the leading reason individuals exit the site from the landing page without looking any further:
- The web page’s poor design like the use of reduced contrast: such as black background, yellow text.
- Poor navigation
- The layout is not responsive. So landing pages become difficult to read on devices with diverse screen resolutions.
- Mess up of ads or too many ads above the fold.
- A Huge amount of text on the page.
- Poor formatting such as not using bold, italic or underline, etc.
- Little to no spaces among lines and paragraphs.
- The absence of headings and sub-headings. The very first headline primarily highlights the advantage of reading any further.
- Landing pages which take forever to load and in this case the there will be high bounce rate all the time.
- Video or audio contents which auto play the moment the page loads. This is very irritating for visitors. Escape it at all cost.
Custom unbounce or visual site optimizer to check different styles of the headings as well as landing pages.
- Develop a need to look through the website further:
Every single visitor who comes to the site has some purpose such as looking for a particular piece of information or making a purchase etc.
When this mission is resolved or unresolved, then he leaves the site except you give him some other purpose of looking through the website further.
For example, a person is looking for the information on the firm may leave the website or web page on the landing page if the page completely fulfills the query about the company. If the call to the About us page is one of the main goals then you can get 100% conversion rate but along with 100% bounce rate as well. This is one of the main cause why even best landing pages have high bounce rate.
Whether or not the landing page mollifies the intent of the visitor, you should always offer few more choices to continue browsing.
In the same way provide opportunities to continue browsing post-conversion such as by placing links to look around further on the thank you page or some other objective page.
- Run Page Level Analyses:
If all the things failed and you can’t understand what is wrong with the landing pages, then it is must run page level surveys.
Add the thumbs up and thumb down icon or button at the bottom of the pages to get immediate feedback from visitors concerning their cause for bounces.
If the landing page has got a number of thumbs down, then there is some issue with the quality of material provided on the site or web page.