As a marketer, you should know how the bounce rate affects your digital marketing campaign. A high bounce rate, for instance, might be a symptom of technical SEO problems like sluggish website load time. To increase your conversion rate and organic search engine rankings, you need to reduce your bounce rate, and we'll show you how to do so in this article.
What is the ideal Bounce Rate?
Knowing the distinction between a high and low bounce rate will help you determine what constitutes an ideal bounce rate for your website with a good UX centric design.
You have a high bounce rate when potential clients only visit a single page on your site for a short while before leaving. The bounce rate drops when users stay on a page for an extended period and explore its content.
Bounce rates, both good and negative, are relative concepts whose definitions may shift based on several factors, including subjective ones. In terms of good and bad, a high bounce rate isn't necessarily undesirable. As per Google's criteria, a high bounce rate is undesirable if the accomplishment of your site relies on visitors viewing multiple pages, thsi should show up in an audit. However, a high bounce rate is expected for sites that feature only one page of content, such as blogs, or that provide other forms of content that are devoured in brief.
One alternative is to consider the framework of a website and all the tasks it has to do before rendering yoru website to the public. So, let's take an online store as an example. Since you want people to remain on landing pages on which they can make purchases, like a product page, the homepage may have the highest bounce rate than any other page.
So what is the ideal bounce rate? It's not ideal to have a high bounce rate of between 56% to 70%, although there may be valid explanations for this. Lower rates of 41% to 55% would be regarded as an average bounce rate. A bounce rate between 26% and 40% is considered ideal.
Difference between Bounce Rate and Exit Rate
The word "exit rate" appears often when talking about "bounce rates." Since bounce and exit rates have certain similarities, it may be difficult to differentiate between them. Contrary to the bounce rate, which measures the percentage of visitors who leave a website without interacting with any of its content, exit rate measures the percentage of visitors who leave a given page, regardless of whether they landed there or not, this isn't something that you'll get quoted in an seo proposal.
A bounce occurs when visitors reach your site's first page but immediately leave it by clicking their browser's back button. However, they are considered to have exited the site when they arrive at Page 1, navigate to Page 2, and then either close the browser or navigate to a different website. If they went on to view another page after viewing page 1, that's not a bounce. Neither is Page 2 since it is not the person's initial landing page.
A high bounce rate may signify that visitors aren't interested in sticking around, while a high exit rate may suggest difficulties with conversion rate optimization (CRO). Someone may have shown interest in your site by visiting many pages, but they see it fit to return to the search engine to obtain the needed information.
Factors that will influence your ideal bounce rate
When you want to maintain an ideal bounce rate, you should consider the following factors that may negatively influence your bounce rate. These include:
- Downloading pages at low speeds
- Extraneous add-ons
- Usability issues
- Poorly optimized title tags and meta descriptions
- Duplicate content and formatting issues
- Substandard content
- Mobile-unfriendly versions of websites
How to reduce your site’s bounce rate
You need to know the factors that you will adjust to get your site’s ideal bounce rate, this should come out through a deep report.
Examine pages with high Exit rates
To determine which pages on your site most users leave, you can use Google Analytics by going to Behavior > Site Content > Exit Pages. This will show you the pages that most people are leaving your site and whether they came to that page directly or not. Data from both sources can be used to determine where adjustments can be made to maintain an ideal bounce rate for your site. Any seo expert would tell you that this is among the most important factors to consider when analyzing a website.
Take a Look at the time on site
The context of your other measurements will help you make sense of your bounce rate statistics. One helpful comparison to make is using time-on-site stats. As a result, you can see whether the issue is localized to a specific page or affects the whole site. You may tell that your blog post isn't engaging readers if its visitors spend very little time on the page.
Adjust for Mobile Use
Your site has to be mobile-friendly because of the increasing number of people using mobile devices to access the internet. If a website takes too long to load on a mobile device, no amount of unique designs will keep a user from going elsewhere to get the information they need.
Create readable pages
It's not surprising that your page has a high bounce rate due to dense grey text. Use more white space, bigger font sizes, sub - headings to separate text blocks, and shorter, straightforward paragraphs to render the page more attractive and readable.
Optimize for High-Value Keywords
There is more to a keyword than meets the eye. Certain keywords are more valuable than others. If you want people to visit your site, you have to choose keywords that people are looking for. Whether you're trying to attract new visitors, build your reputation as an industry leader, or close deals with customers you've already intrigued, your choice of keywords should reflect where in the sales cycle you find yourself at any time.
Update your site's meta description
To establish a successful web page, you should entice people to click over from a search engine results page's meta description and then deliver on that promise. The meta description is where you can showcase your focus keywords. Bounce rates may be lowered by proper expectation setting. Website visitors may leave if the promised content doesn't match the meta title, meta description, and page URL.
Bounce rates may not be a direct ranking factor, but it is something you should be aware of and work to reduce. Issues with the user interface or with the targeting might cause high bounce rates. Focus your attention here. Problems with search engine optimization (SEO) sometimes improve with fixes to underlying issues, such as usability and client targeting.