Have you ever thought how many users really pay attention to your website before leaving? How many are bouncing away?
Understanding bounce rate is important to understand your overall statistics and determine the efficiency of the web page. Bounces happen when a visitor leaves the website right from the landing page, without going to any other internal page. It can indicate two things:
1. Visitors didn't find what they were looking for and left
2. They found everything they required and left
You can easily identify which one of the two is the majority by calculating the time spent on the page. Leaving the landing page without doing any interaction before a specified amount of time has elapsed is also treated as a bounce.
Two major factors responsible for high bounce rate
- Badly targeted traffic: Users come to your website but they are not looking for the product/ services you are offering so they leave. Site design is not an issue in this case. The marketing strategy is what needs to be adjusted.
- Poorly designed landing page: Users come to your site for the right reasons but the page they see upon arrival does not convincing them to stay. They take a look, then leave. In this case, page design is what must be addressed.
According to research provided by Google, the average time spent by the user on a website is around 4 minutes and 50 seconds. During this time, an average of 4.5 pages are seen by the user. This indicates that you have no more than a minute or so to grab the attention of users and give them what they exactly want.
Google thinks that you should aim to keep your bounce rate below 40 per cent. This can be hard to achieve but there are some actions you can take to help reduce your bounce rate.
How can I reduce my website’s bounce rate?
- A solid navigation system: Is it easy for people to find what they’re looking for on your website? Make sure your website is using standard menu conventions. A complicated, confusing navigation can easily deter people and make them look elsewhere.
- A call to action: A major reason visitors bounce from websites is that it is hard for them to know what to do next. They want and expect proper guidance. They should know the next step to take within seconds of arriving on your website.
- A clear vision: People expect to see exactly what they asked for when they arrive on your landing page. If your page is about anything other than what is advertised, you can count on a higher website bounce rate and a loss of sales.
- An effective design: What is the immediate feeling people getting when they see the design of your website? Design has become a legitimacy signal and poor design can directly impact visitors’ perceptions of the quality of your business and services.
- Good SEO: Search engine optimisation enables you to track visitors’ behaviour, so that you can discover what it is that’s really bringing visitors to your site and improve on it. Adjusting your SEO to attract more of the right kinds of visitors can greatly reduce your bounce rate.
- A consistent brand: Keep elements such as colour, size, and layout consistent on your website. Your site needs to have a good flow from page to page.
- A responsive web design: Make sure that anyone visiting your website can view it no matter what browser or device they're using. In order to gain significant traffic, your site should be compatible with multiple browsers and devices.
- Quality content: Make sure the content of your website is directly addressing the needs and wants of your target market. Your content needs to be attractive; both in terms of graphical treatments and readability. It should be clear, concise, and paired with exciting graphics that point visitors to what they want.
- Minimum loading time: Extended loading times are highly off-putting, especially to those of us who are a little impatient. With internet speeds ever increasing, it doesn’t take much for someone to look elsewhere for something a little quicker.
Make sure to stay focussed on the big picture and analyse your bounce rate together with other key metrics to infer website’s true performance.