The bounce rate tells you how many users visit your site and then leave without interacting with the site in any other way. When users "bounce" that may mean that the content was not relevant to whatever they were searching for. This metric could be used to help create more relevant ads that are attracting the right type of consumer. The assumption is that if your site has a high bounce rate that the content must not be relevant to the consumer, however this is not always true. Bounce rate can sometimes be indicative of a website issue, but not always.
For example, content pages, such as blogs, may have a higher bounce rates due to the nature of the site. "The problem many content sites face is that they generate lots of organic search traffic to specific pages. Once the page is read, the user leaves the site.
Without any measurable action, this is a bounce, and time on page is zero seconds" (K'nect, 2017). In these instances, bounce rate would not be the most effective way to measure the relevance of the website.
The average bounce rates for different types of websites varies greatly. As mentioned above, the bounce rates for content and blog sites tend to be higher. Whereas the bounce rates for e-commerce sites tend to be lower. Understanding how and why consumers are interacting with your site are essential to understand your bounce rate. Sometimes a high bounce rate may indicate a problem, but sometimes it may not.
There are some things marketers can do to improve the bounce rate of their site. However marketers should not spend a great deal of time just on optimizing bounce rate. Bounce rates are not always a reliable indicator of a websites success and should be analyzed in context.
Improving a websites bounce rate could be as simple as rearranging landing pages, moving content nearer to the top of the page, and including cross links to other articles or products on your website. An improved user experience will reduce the bounce rate. Also making a site mobile friendly, making the font easy to read, and including a call to action can all lower bounce rate (Patel, n.d.).
Unlike conversion rates, search engine results and other web metrics bounce rate is not necessarily something that marketers need to work to optimize, but marketers should understand that factors that are leading consumers to "bounce" from their sites. Once that is understood changes can be implemented that impact the bottom line.
References:
For example, content pages, such as blogs, may have a higher bounce rates due to the nature of the site. "The problem many content sites face is that they generate lots of organic search traffic to specific pages. Once the page is read, the user leaves the site.
Without any measurable action, this is a bounce, and time on page is zero seconds" (K'nect, 2017). In these instances, bounce rate would not be the most effective way to measure the relevance of the website.
The average bounce rates for different types of websites varies greatly. As mentioned above, the bounce rates for content and blog sites tend to be higher. Whereas the bounce rates for e-commerce sites tend to be lower. Understanding how and why consumers are interacting with your site are essential to understand your bounce rate. Sometimes a high bounce rate may indicate a problem, but sometimes it may not.
There are some things marketers can do to improve the bounce rate of their site. However marketers should not spend a great deal of time just on optimizing bounce rate. Bounce rates are not always a reliable indicator of a websites success and should be analyzed in context.
Improving a websites bounce rate could be as simple as rearranging landing pages, moving content nearer to the top of the page, and including cross links to other articles or products on your website. An improved user experience will reduce the bounce rate. Also making a site mobile friendly, making the font easy to read, and including a call to action can all lower bounce rate (Patel, n.d.).
Unlike conversion rates, search engine results and other web metrics bounce rate is not necessarily something that marketers need to work to optimize, but marketers should understand that factors that are leading consumers to "bounce" from their sites. Once that is understood changes can be implemented that impact the bottom line.
References:
K'necht, A.
(2017, December 5). Bounce rate: Important metric or junk data? Retrieved from
https://marketingland.com/bounce-rate-important-metric-junk-data-229310.
Patel, N. (n.d.).
13 Ways to Reduce Bounce Rate and Increase Your Conversions. Retrieved from
https://neilpatel.com/blog/13-ways-to-reduce-bounce-rate-and-increase-your-conversions/.
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