“Bounce rate” is a metric that determines what types of actions a user takes after landing on your website. This information is beneficial as it better helps you understand the traffic flow on your website, and where you might be losing valuable traffic. The bounce rate metric can be found within your organization’s Google Analytics account. Bounce rate refers to the percentage of visitors that leave your website after viewing only one page on your site. Before diving into the standards of what a “good” bounce rate is, it is important to know that an average site can have a bounce rate anywhere between 40-70%, however, the average bounce rate for a high performing site is between 41-55% while the golden range is anywhere between 26-40%. If you notice your bounce rate is 70% or higher, it may warrant a deeper look into your site’s traffic flow. Below are a few of the most common examples that contribute to a higher than normal bounce rate.
Slow Loading Time
If you have a website or landing pages that takes longer than a few seconds to load, online users may be impatient and leave, which equals a “bounce.” Even as little as a 1 second delay can result in an 11% loss of page views and a 7% loss of conversions. While it may not seem like a lot of time, a slow loading website can have a significant effect on how users engage and utilize your site.
404 Errors & Broken Links
A high bounce rate can also be a sign that your site has several 404 errors or blank pages. These are often a “dead end” for users, which more often than not would prompt a user to leave, or try refreshing the page, chances are good that the user will probably leave the site in search for another option. To check for 404s and other errors on your website, you can look in Search Console under Crawl Errors to look into the issue, and troubleshoot from there.
While a high bounce rate is normally related to a technical issue, the content on your page also plays a major role in traffic & utilization. If the content is bland, copied, uninformative, irrelevant, or lackluster, visitors may leave the site because they could not find the information they needed, or are simply not interested in the content on your site. If there are no 404 errors or slow loading issues on the site it may be beneficial to take the time to create new and original content for your website that will be relevant and easy for user’s to read. Visuals are always an added bonus to a webpage!
Incorrect Meta Data
When creating page titles & meta descriptions, it’s important to make sure that they accurately reflect the content of that specific landing page. If a visitor comes to your website expecting to learn about mold, for example, as your page title suggests, but gets to the page and realizes it’s all about home furniture, they’ll be quick to leave and go right back to the search results. Fixing the metadata to match the content of the page will help users find the information they’re looking for quicker, and ultimately decrease your bounce rate. Plus, you’ll be gaining more quality leads, too!
Interested in other ways to reduce bounce rate and increase conversions on your website? Read more here!
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