A high bounce rate alerts you to the fact that people entering a given site give up checking other subpages and do not perform any action. This is important information for some types of websites, especially online stores. There are many ways to deal with this problem. In this text, we present several methods by which you can influence a high bounce rate.
Why is reducing bounce rate important?
A fully professional website is one of the most important elements of running a business. It is there that recipients can find interesting information about specific products or services. Therefore, it is so important that it contains high-quality content, is transparent and allows customers to navigate through it intuitively. In order to be able to analyze traffic on the website, it is worth using a tool such as Google Analytics. It is through it that it is possible to check whether visitors to a given website view its subsequent tabs, and not only the home page. The indicator that will inform you about it is the bounce rate. In this article, we’ll tell you what a high bounce rate is, and how to deal with it.
What actions qualify as rejection?
A person who enters your website and is not interested in other tabs or does not enter internal links is included in the bounce rate statistics. This can happen in different ways: by closing a page, entering a different address, inactivity for a long time, going to another site through a link pointing to different pages on the network (external linking). So we deal with rejection when your website does not retain the recipient and he does not decide to view other subpages. There are many possible reasons for this behavior of recipients.
It is not uncommon that the best positioned pages have a very high bounce rate, and this translates into conversion – that is, achieving specific goals. Not in all cases, high conversion rates will be a cause for concern. The highest is in the case of blogs – the recipient reads the text and leaves it. Therefore, it is also worth analyzing other indicators and not focusing only on this one. It’s a good idea to perform a comprehensive SEO audit that will show you all the optimization problems of your website.
High bounce rate – reasons
Before we suggest how to reduce the bounce rate, it is worth adding why this phenomenon occurs at all? The most common reason for SEO is poor keyword selection. If you optimize your site for phrases that are not related to it, people visiting your site will not stay on it. As soon as they notice that this is not what they were looking for, they will leave and never come back. This is an issue worth checking at the very beginning. Another reason is the aesthetics of the site. Nowadays, internet users have very high requirements regarding the appearance of the website and its functionality. Currently, it is required to be transparent, intuitive and to direct the recipient to specific places. The user will leave your website both when it is unsightly and when it starts to get lost. Among the reasons is the slow loading of the site.
There are actually three main reasons why the bounce rate is increasing. Two of them are undoubtedly a cause for concern, while the third is cause for joy. The first reason is that the website does not contain content that meets the expectations and needs of users. The second is the confusion of visitors and the lack of guidance on what to do next. The third option is when the content on the page is so valuable to the user that he does not have to search further.
If the recipient enters the website and waits for a long time for various elements to load, not only will he not visit other subpages, but he will also give up impatiently staying on the given website. Often, the bounce rate is also influenced by the website’s mismatch to the requirements of phones and tablets. There are many more reasons, but the most popular ones are listed above. It is worth checking if the website has the right structure, is fast, adjusted to various devices, and positioned on the right keywords. Verification of all these elements is not easy, it requires access to professional tools and knowledge.
A high bounce rate can occur for many reasons. These include poor UX or UI, long website loading time, or lack of responsiveness. It is worth thoroughly examining the site for technical errors. Let’s move on to the most important one, which is how to reduce the bounce rate? There are several practices that will be helpful in this regard!
How to reduce your bounce rate? Useful techniques
First of all, it is worth verifying the keywords used and matching them to the offer of the online store. Optimizing for new phrases may take time, so don’t expect the results right away. At the same time, you should test the speed of your website and work to make it load at a better pace. Then it is worth verifying the structure of the page – many aspects of the website are subject to this. You should verify the use of colors and their multiplicity, page structure and the distribution of specific subpages and redirects (whether they are easy to find or expressive), it is also worth checking intuitiveness and testing different paths of navigating through the site. After such analysis, changes should be made to the appearance and structure of the website. At the same time, by changing these issues, you can immediately adjust everything to different devices. It is also important to target the recipient of the content. This can be done through internal linking, which will encourage the user to visit other subpages.
However, it is worth using tabs and notifications, but they must not be intrusive, appear every now and then and obscure the main content. When making changes, it is worth using A / B tests that will show which solutions will be the best. Also equip your website with CTA buttons.
Here’s a compilation of some useful techniques to help you reduce your bounce rate:
– A / B tests
– user behavior analytics
– Customer Journey research
– technical optimization
– UX / UI optimization
A high bounce rate can be disturbing. It is worth verifying all the reasons and using an SEO audit to check also other elements that make up the optimization of a given website. It can take a long time to improve your bounce rate, but it will pay off. Thanks to actions reducing the number of rejections, you will make your recipients look at other subpages and make them more interested in your brand.
Speed up the page loading time
The first reason that has a large impact on the growing bounce rate is that the website takes too long to load. In this case, the user may leave it before reading its content. A good way to speed up this procedure is to reduce the size of graphics on the page, uninstall unnecessary plug-ins, and eliminate unnecessary scripts.
Second – navigating users
The user who visits a given website should be able to easily find the information that interests him. That is why it is so important to enable him to do so. In this case, placing the search engine in a visible place will certainly work.
Third – the use of Call To Action
It is worth ensuring that there is a Call To Action on each subpage. It can be in the form of a button, banner or a simple link referring to another subpage. Thanks to this, the chance that a user interested in the content on the website will also visit other subpages available on it will increase.
Fourth – minimizing the number of windows that the user has to close
Too many consents, forms on the website or pop-ups undoubtedly irritate the visitors of a given website. This obviously translates into an increase in the bounce rate. Therefore, it is worth limiting them to the necessary minimum.
Fifth – adapting the website to SEO requirements
Placing content readable for users on the website, using internal links, as well as selecting appropriate keywords. The above-mentioned principles are important from the SEO point of view, but also translate into minimizing the bounce rate. It is also worth remembering to update the content on the website.
Bounce rate – what should it be?
Do you want to know what your bounce rate should be? This is a very difficult question to establish. First of all, you should know that this element will always be present on the website – there are no sites with a zero bounce rate. For corporate sites, it can be higher and often exceed 50%. In online stores, it should be lower, by default we want the user to go to the product order. However, on the aforementioned company website, the user can find a phone number or e-mail and then leave the website. The rate will increase, but perhaps that person will contact the organization, which will lead to a conversion. Therefore, there is no answer to the question of what the conversion rate should be.
What should the bounce rate be? Well, it’s best when the bounce rate is as low as possible. Nevertheless, it is difficult to give one specific number that would indicate the correct result. This is mainly because there are many factors that influence your bounce rate. On one hand, they can be viewed as positive, and on the other hand, negative. Therefore, when the bounce rate increases, it is worth answering the question whether it will not be a natural phenomenon for a given page.
A high bounce rate, if not due to the specific nature of the website, should be thought-provoking and actionable.