Bounce Rate is one of the most misunderstood metrics in Google Analytics – simply put, it is the percentage of single-page sessions on your site.
Thus, the bounce rate can be used to measure the quality of website traffic or landing page.
In other words, it denotes the percentage of website visits during which the visitor leaves the website immediately after viewing the landing page.
A high bounce rate usually indicates that the site’s entrance pages are not relevant to user requests. In such cases, you should not expect any conversions, sales, and leads – the site will not have commercial value.
This means that you need to take steps regarding your website or that particular landing page.
How Does Google Analytics Calculate Bounce Rate?
“Bounce rate is single-page sessions divided by all sessions or the percentage of all sessions on your site in which users viewed only a single page and triggered only a single request to the Analytics server.”
In other words, Google Analytics collects all sessions where a visitor only visited one page and divides that number by all sessions.
What Is A Good Bounce Rate?
According to a report on GoRocketFuel.com, a bounce rate of 26-40% is excellent; 41-55% is roughly average; 56-70% is higher than average, but may not be cause for alarm depending on the type of website.
A bounce rate of over 70% is unacceptable for everything outside of blogs, news, or events related sites, etc.
Custom Media Labs found that different types of websites had completely different Bounce Rates.
Here are the results:
- 20% to 45% for e-commerce and retail websites
- 25% to 55% for B2B websites
- 30% to 55% for lead generation websites
- 35% to 60% for non-ecommerce content websites
- 60% to 90% for landing pages
- 65% to 90% for dictionaries, portals, blogs and general websites that revolve around news and events
How to Improve the Bounce Rate?
Optimize Page Load Time
A user can leave your page before reading because your landing page is taking too long to load. This simply does not give the user a chance to discover the content or offers on your page.
Most users expect the page to load for 1-2 seconds on the desktop, or even less. Therefore, make sure that the page loading speed is fast enough to keep their attention.
Format Your Content the Right Way
No one will read a text that is hard to understand. Therefore, structure your content in the right way.
Here are some tips:
- Use paragraphs to highlight your main ideas
- Use headings and subheadings to structure your text
- Add bullet points and numbering when necessary
- Add appropriate images and quotes from industry experts (but don’t overdo it)
- Engage the reader with relevant statistics and ask them to leave a comment or share their experience
- Don’t forget to conclude appropriately at the end of the article
Make Navigation Easy
Even after thoroughly viewing/reading the entire content of the landing page, users can leave your site if they don’t understand how to find the information they are looking for. That’s why your website navigation should be smooth and user-friendly.
If you don’t want your potential client to leave the page, try to make your navigation intuitive.
Make Your Website Mobile-Friendly
It’s a fact that mobile devices have become a part of our lives – we use them to listen to music, browse on the internet, read books, watch films, etc. We use them more often than desktop devices!
That’s why it’s essential to make your website responsive. It consists of the same content and information, but these and other design elements can quickly resize depending on the screen of the device accessing the site.
This way, you can be sure that no matter what device your visitors are using, they’ll get the best browsing experience on your website.
Use Relevant Keywords
If your website is ranking high for a particular keyword, but the actual content isn’t exactly about that topic, then the user is likely to leave your site immediately. Think carefully about the keywords you use on your site.
Target Relevant Audience
Identify your target audience and create content for them. The higher the percentage of interested visitors, the more likely they will spend time exploring your website.
Try to narrow your targeting options when setting up an ad campaign on a landing page.
Use Convincing Call-to-Action
A Call-To-Action (CTA) lets your site’s visitors know what to do next once they’ve read your content.
Don’t lose users after they’ve become interested in your offers – use a compelling CTA to draw them in. It should encourage a user to click on it – that’s why it is crucial to also think about the colors, font, and other elements of your CTA.
Create High-Quality Content Regularly
The more quality content you have on your website - the less likely that the user is to leave the page immediately.
Try to fill your site with unique and expertly-written content to get good organic reach and more visitors who can become your subscribers or customers.
All in all, do everything possible to keep your website visitors.
Identify your target audience and prepare your website for them. Don’t expect that you will improve your bounce rate in a short time; it’s a long and painstaking work. Good luck!