Whether we’re analyzing your ad, your landing page, or your product selection, it’s all about funneling potential customers towards that all-important sale. From the moment visitors reach your website, Google Analytics tracks their behavior, providing businesses with an aggregated view of how each page performs.
Critical to this analysis is the bounce rate. One of the biggest questions when it comes to this metric is how to reduce bounce rate on my website.
For marketers, this simple metric can be useful for detecting if a page is not doing its job. While the metric doesn’t say why it’s high or low, it can serve as the proverbial “canary in the coal mine,” letting you know when a specific page needs an overhaul.
How to Reduce Bounce Rate
In this guide, we’ll discuss what bounce rate is, what makes a good bounce rate, and how to reduce your bounce rate with a few simple tips.
- What is the bounce rate?
- What is a good bounce rate?
- How to reduce bounce rate on your website?
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What is the bounce rate?
Say a visitor reaches your site, lands on a page, and then leaves – that’s a bounce. It’s a single-page session on your site. As Google explains:
In Analytics, a bounce is calculated specifically as a session that triggers only a single request to the Analytics server, such as when a user opens a single page on your site and then exits without triggering any other requests to the Analytics server during that session.
Bounce rate is single-page sessions divided by all sessions or the percentage of all sessions on your site in which users viewed only a single page and triggered only a single request to the Analytics server.
Marketers often assume a high bounce rate is a bad thing. Nine times out of ten, they’d be correct. However, it does depend on the type of page in question. For example, if your homepage had a 100% bounce rate, that’d indicate a severe underlying problem – as you’d want visitors to view other sections of your site. On the other hand, a high bounce rate on a blog post is normal – once read, most visitors may not view other sections of the site.
Bounce rates should not be confused with the exit rate. An exit rate is the percentage of visitors leaving your site from a specific page relative to the times they’ve visited it. If a person visits a single page and leaves, that’s both a bounce and an exit. But if they visit multiple pages, then it’s only an exit.
In short: all bounces are exits, but not all exits are bounces.
What is a good bounce rate?
Let’s recap quickly:
- A high bounce rate means that visitors, on average, visit a single page and leave. Few use the page as a launching point to enter the rest of the site.
- A low bounce rate means that visitors visit other pages on your site using the available links.
We’ve already mentioned some nuances regarding a “good” or “bad” bounce rate. For example, a bounce rate of 60% to 80% is entirely reasonable for a blog post but a significant cause for concern on a homepage.
Generally, a bounce rate below 40% is optimal, with the high 20s and low 30s being a good target rate. The bounce rate can also differ between industries. For example, in 2017, the auto industry had the lowest bounce rate at 46.34%; in contrast, news sites had the highest rate at 65.35%, according to Digishuffle.
How to reduce bounce rate?
1. Improve page load speed
Nothing ensures visitors bounce from your site faster than a slow page load speed. People expect pages to load within 2 to 5 seconds – any longer, the visitor could become annoyed and leave your site.
If you discover one of your pages has a high bounce rate, test your page load speed first. It might be the key cause of your problem.
To increase your page’s load speed, you should:
- Optimize images
- Invest in a high-quality web host
- Manage your plugin use
- Use a content delivery network
2. Optimize your landing page
The fundamental mistake marketers make when creating ads is linking to the homepage. While it’s the center point of your site, it’s not always the best landing page.
Try to match your landing page with the ad copy – for example, if your ad is about walking boots, link to the walking boots category page on your site. Not only will this decrease your bounce rate it can also improve your overall conversion ratio. Remember – the fewer clicks a customer has to make, the better.
3. Try A/B testing
Bounce rates are a useful metric for A/B testing. You can tweak your site and show it to two groups to determine which has the better bounce rate. The changes can be big or small – it can even be the color of a call-to-action button.
Use Google Optimize to run an A/B test on your website – it’s 100% free to use.
4. Increase your internal links
If visitors aren’t going anywhere else on your site, it may be because there are few options from which to choose. For example, adding internal links on relevant keywords in a blog article can provide another avenue for a visitor to navigate. It can create a natural flow as visitors click from one topic to another.
However, try not to overdo it. Internal links should be relevant and occasional. As a rule of thumb, try to keep links to at most once every three sentences; otherwise, it can overwhelm the visitor.
Improve your bounce rate with Clicta Digital
Are you struggling to improve the bounce rate on your website? Gain expert insights from Clicta Digital – we’ll thoroughly evaluate your site, creating a list of recommendations that will significantly boost your retention rate.
Contact us today for your free consultation!