If you’re new to Google Analytics and you look around at some of your data, you might see bounce rate pop up on the main dashboard or the audience overview section. Maybe you’ve taken notice to it, or maybe you just don’t know what it means. In both scenarios, the bounce rate is a very important tool in measuring the success of your web page. It is also important in determining what is wrong with your homepage, and it shows whether or not you need to improve your homepage. Let me explain.
What does the bounce rate mean?
The bounce rate for a website changes under two situations: the first being a user that goes on your website and leaves without clicking onto another page. This would be considered a bounce. The second situation involves the user clicking onto more than one page of your website. It’s as simple as that. Let’s say two users enter your site and both of them leave without going onto any other pages. In this situation, the bounce rate would become 100%. If another user were to enter your site and click on more than one page, your bounce rate would become 66% because 2/3 people ‘bounced’. Please note that this number dramatically increases for single-paged websites. To check out how to lower that number on single-paged websites, I would recommend this article. It shows what to do in this scenario.
Why is it important?
The bounce rate is important for a few reasons. The first reason being that you can gauge user engagement. The higher the number, the less engaged your users are. This is a huge problem when the whole purpose of quite a few websites is to turn potential customers into paying customers. That simply is not possible when you have a high bounce rate. It shows that your users are not interested, and something needs to be done about it.
On top of that, many search engines use this data for SEO purposes. If a search engine sees that a particular website has a high bounce rate, they will automatically assume that the content is poor quality. This, of course, leads to poor search results and fewer people will even be able to see the website as a result. I doubt you’ll want that to happen, right?
Why is it so high?
There are quite a few reasons as to why people might not be engaging with your website as much as you had hoped. While
Your website is slow
Statistics show that as your web page becomes slower, fewer people will be engaged with the content. It makes sense, right? No one wants to wait around for 10 seconds in hopes that the web page will even load. There are probably more resources on the internet that will answer the same question more quickly. So why wait?
Google being a fantastic company gives developers lots of free tools we can use to improve our websites. One of these tools is called the page speed tool. It gives a score of 0-100 for your website and shows you exactly what you can do to make it load faster.
Your site is ugly
Let’s face it: a beautiful website is going to make a huge difference in whether or not people will become engaged in your content. If your site is ugly, then it might seem as though you have not given enough care into the content of the website – the whole reason they came in the first place. Even if you have fantastic content just a click away, few people will even see that.
Unfortunately, the only way to fix this issue is to hire a web design company like ourselves at Absolutely Genius Designs. We can help decrease the bounce rate by making it more beautiful and using some of the techniques listed below.
Your site is not mobile-friendly
An increasing number of people are using their phones for everyday tasks. Yes, this does include surfing the web. If your website is not mobile-friendly, then users will have to pan and zoom on your content. This is not something you want to happen. Often times, this can quickly disengage the user and make them leave the site. Having a non-mobile-friendly site also affects your SEO negatively.
Google has another handy little tool they call the mobile-friendly test. If you enter your website into this tool, it will give you a score from 0-100 about whether the website will display well on a mobile device. It will also give actionable evidence as to why you got the score you did, and what you can do to improve on it.
Your content is not engaging enough
Oftentimes, a user will go to a web page to have their question answered. Whether that question is about recipes or where the best local coffee shop is, a user wants their questions answered. If your website cannot answer their question, the user will just move on. It’s as simple as that.
User engagement is tricky. That’s why it’s important to show the user exactly where you want them to go and what you want them to be doing. You can easily decrease your bounce rate by adding a call-to-action button at the bottom of your page and even on the landing screen. This gives the user something that they can engage with. It also makes it so that they won’t have to click through 5 pages to get where they need to go – they’ll only need one.
Another solution to this problem is to create engaging content. From having a concise message to making sure your website is free of grammatical errors, it’s important that your content is good.
Regardless of the situation, it is important that the bounce rate on your website is as low as possible. Even though you may want a 0% bounce rate, that is almost impossible in larger numbers. It’s good to just try to keep improving on what you currently have and try to find new things to fix.