Bounce rate is a number that measures the proportion of visitors who only visit one page. Bounce rate provides a general picture of how committed visitors are to finding your website. Normally you want the Bounce Rate to be as low as possible, but of course, it all depends on what purpose you have with the page.
Bounce Rate can be found in Google Analytics under the "Behavior" tab.
In this article I will go through things like; Why Is A Low Bounce Rate Important? Which targets should you aim for? How to lower your Bounce Rate?
Should you always strive for a low Bounce Rate?
Many sites have a high Bounce Rate without it being bad. Depending on the size of the page and the time it takes to answer the question, it is often seen on this type of page that the "average time on the page" is higher. This is a good signal to determine if the visitor is actually reading and appreciating the content or not.
If you instead look at pages that sell products or services, you want the visitor to visit at least the product page and checkout page, which in itself gives more than one-page visits and thus a low Bounce Rate. A high Bounce Rate when selling products or services normally indicates that something is wrong. For example, the website can load slowly, you drive irrelevant traffic or there is something else on your website that makes the visitor turn in the door.
A little further down in the article, you get concrete tips on how to lower your Bounce Rate.
Why do you want to work for a low Bounce Rate?
Before adding a lower Bounce Rate to your list of important goals, you should first analyze and ensure that a low Bounce Rate benefits your business. If you are selling something, a lower Bounce Rate is certainly better for you.
You can often see a connection between a lower Bounce Rate and higher conversion.
You will find exactly the same correlation if you work with lead generation, provided that the activity involves more than a one-page view. For example, if you have a form or a downloadable product on your landing page that leads to a thank you page after the visitor has completed an activity, you should strive for a low Bounce Rate (this can also be measured using "goals" in Google Analytics).
What is a Good Bounce Rate?
To say specifically what is a good or bad Bounce Rate is in my opinion impossible. According to a study conducted by RocketFuel, a normal Bounce Rate in the range is 26-70 per cent. They also published this guide on how to interpret the results:
- 25% or lower: Something is probably wrong
- 26-40%: Perfect
- 41-55%: The average
- 56-70%: Higher than normal, but it may be okay depending on the type of website
- 70% or higher: Bad and/or something is wrong.
The guidelines above can be fairly correct for, for example, an online shop. Before you decide if your Bounce Rate is good or bad, you should define the purpose of your website and the visitors' intention. Based on that, you judge whether your Bounce Rate is good or bad.
Concrete tips to lower your Bounce Rate
In general, a visitor who stays on your site for a long time and who visits many pages is a better visitor. They are more likely to trade. Here are some tips to help you lower your Bounce Rate and increase sales.
- Correct Metadata.
Make sure your website lives up to what your Meta Title and Meta Description promise. If the visitor thinks that your website is about the wrong thing, they will probably leave it quickly.
- Prioritize "above the fold".
Make sure your most important information is at the top of the page. This helps the visitor know that you are offering the expected help and leads to a higher probability that the visitor will stay on your website.
- Measure the correct sides.
If your purpose is to sell things, then it is important that you figure out which pages on your site are leading to a purchase. Focus on measuring and optimizing these for a lower Bounce Rate and the conversion will come in handy.
- Make your page faster.
Today's visitors often have poor patience and a page that takes a long time to load quickly causes visitors to abandon your website. Charging times of just over two seconds are enough for a large proportion to choose to "bounce" back to the search results and choose another website to visit.
- Use 301-redirect.
If you choose to redo pages or change the URL, make sure you redirect traffic to the new address. If not, the visitor will come to the wrong page and it is then easy for the visitor to instead choose another web page to visit.
- Be strategic with external links.
Linking from their website is not in itself wrong, but if the goal is to generate leads, you should be careful. Make sure your goal and ensure that the visitor stays on your website. If you need to use external links, make sure they open in a new window.
- Use thank-you pages.
If you have forms or actions that your visitors should take part in, a thank you page can make your Bounce Rate go down. If the visitor can download an e-book directly on the page, you solve the visitor's wish at the first-page visit. If you redirect the visitor to a new page to complete the download, your Bounce Rate will be lower.
- Review mobile vs. desktop users.
Even today, there are websites that are designed to look good on the desktop, ie a regular computer. At the same time, the proportion of users who visit the site via mobile has increased avalanche-like. Use the ability in Google Analytics to filter your traffic to see if the behaviour differs depending on the type of device the user visits your page.
- Be generous with internal links.
If you have other similar or supplemented pages on your website, make sure that these are easy to find for the visitor. If you get the visitor to look at another page, your Bounce Rate will be lower.
- Have a good 404 page.
A 404 page is the page that comes up when the visitor comes to a page that no longer exists. The page may have been moved or the URL structure of the page may have changed. Make sure your 404 page helps the visitor further so that they can easily search for the right page.
- Remove noisy content.
If you have many elements on your website that are perceived as noisy, this can cause visitors to leave your website. Examples of this can be, pop-ups, banners, or more pictures/text than necessary.
- Have clear "Call-2-actions".
Make it easy for users to find the next step. If you want the visitor to fill in a form, make this easily accessible. If you want the visitor to find your physical store, make sure that the information is easy to find and that there are clear maps and directions.
Finally about Bounce Rate
Bounce Rate is an important number, but only if you measure the right things. With the right focus, you can definitely get higher sales through a Lower Bounce Rate.