What Can We Learn from Bounce Rates?

If you are utilizing Google Analytics within your site (which you should be!) you have most likely come across the term Bounce Rate. When a user “bounces” from your site it means they arrived at your site and completed no other action. Bounce rate is comparing the total amount of sessions by users and how often people had zero interaction upon landing on that said page. This blog is to explain how we can use bounce rate statistics to better understand sites and those landing on it!

Why are People Bouncing?

When looking at high bounce rates, there are most likely three explanations as to why users are leaving your page with no interaction.

  1. The page is low quality, giving nothing for the user to engage with.
  2. The audience isn’t matching the purpose of the page the user is landing on.
  3. The user found the information and left the page.

Depending on the purpose of your page, there are a few things to look at. Ultimately though, it comes down to the page itself or the audience you’re attracting. Below are some examples of things to look for when trying to lower your bounce rate.

Is the Page Purely Informational?

If your page is strictly informational, a high bounce rate isn’t necessarily the worst thing. Within Google Analytics, you can even turn on an ‘event’ such as scrolling, to count as an interaction. This will, in turn, bring down bounce rate if those visiting continue to scroll down the page to read. You can also investigate analytics and see which search terms people are using to land on your page. If these are not relevant to your page, this can explain why people are leaving with no interaction. You want to be sure those landing on your page are finding the relevant information they were looking for.

Do you have a Call to Action?

Does your page have a call to action? This can pertain to informational pages as well but be sure if you want people to sign up for contact forms, newsletters, etc., you are adding in links to these forms or the forms to the page itself. Coupled with rich, relevant content, people will be more likely to sign up for these or at the minimum, continue exploring your site, lowering your bounce rate.

My Bounce Rate is Almost 0%! I’m Doing Great!

If after installing Google Analytics you have a surprisingly low bounce rate (0-10%), there may be an issue with how you installed Google Analytics. Be sure to double check how it was installed and if any ads or pop-ups are a part of the site. These will affect the bounce rate and may provide a result, not 100% accurate.

Best Practices

Assessing bounce rate really can depend on the industry, the purpose of your page, and analyzing queries used to find that page.  You need to honestly interact with the page from a user perspective and ask yourself if the search queries people are using to find the page, satisfy what the user is trying to accomplish. Always be looking for errors on the back end, especially if you have made adjustments across your entire site, as these may skew actual bounce rates.

Boston Web Marketing can help from a content and analysis standpoint regarding your site’s bounce rate. If you have questions or want to learn more about how we can begin driving more traffic to your business’ site while lowering bounce rates, give us a call or leave an inquiry here.

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