The bounce rate of your website can be found on your Google Analytics account. Your bounce rate refers to the percentage of visitors that leave your website after viewing only one page on your site. The average bounce rate is between 41-55% while an excellent bounce rate is 26-40%. If you notice your bounce rate is 70% or higher, this could be a clear sign that something is not right. Here are a couple of reasons why you might encounter a high bounce rate on your website.
Slow Loading Time
If you have landing pages that are slow-to-load and it takes longer than a few seconds to load, online users may be impatient and leave. Did you know that even a 1 second delay can result in an 11% loss of page views and a 7% loss of conversions? As you can see, a slow loading page can have a significant effect. There are plenty of other websites to choose from, so if yours does not load quickly, users will be quick to find another site to go to. Page speed is also a ranking factor, making it even more important for your SEO.
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, so if they’re landing on them, it could cause them to immediately leave. To check for 404s and other errors on your website, you can look in Search Console under Crawl Errors to look into the issue.
Lack of Engaging Content
Aside from technicals errors, you may have a high bounce rate because visitors may just not be interested in the content on your site. It may be lacking interesting visuals, or does not include the information they’re looking for. Take the time to create original content for your website that will be relevant and easy for user’s to read.
Misleading Meta Data
When adding page titles & meta descriptions, it’s important to make sure that they match up with the content to that specific landing page. If a visitor comes to your website expecting one thing and realizing it’s not what they want, they will be quick to leave and head right back to the SERPs. Adjusting the metadata to match the content on the page can help you to gain more quality leads, and help users find the information they’re looking for quickly.