The Bounce Rate has always concerned webmasters but what exactly is the Bounce Rate? According to Google the Bounce Rate is:
The percentage of single-page visits (i.e. visits in which the person left your site from the entrance page). Bounce Rate can be seen as the measurement of visit quality and a high Bounce Rate generally indicates that the visitor finds your landing page irrelevant to them.
What constitutes a bounce?
A visitor can ‘bounce’ from your site by:
- Clicking on a link to a page in a different website.
- Clicking the ‘back’ button and leaving your site.
- Closing the browser window or the current tab.
- Typing in a new URL (or web address) thus leaving your site.
- Session Timeout – The user could walk away from the computer leaving the browser open. After a certain amount of time Google Analytics will ‘timeout’ the session and a bounce will be recorded.
Improving your Bounce Rate
|Factors that effect Bounce Rate||Ways to improve Bounce Rate|
|Search engine ranking of page (pages that rank higher on irrelevant keywords) have higher bounce rates||Provide relevant content|
|Type of audience||Build clear navigation and menus. (don’t make the user think!)|
|Landing page design||Link to a glossary page that explains industry terms – eg. SEO – What does SEO mean?|
|A consistent message on your advert and landing page||Place a search function within your landing page to encourage people to search for something they may well be looking for|
|E-Mails and newsletters may increase your bounce rate||Remove all pop up ads on your landing page|
|A slow page load – to slow and potential customers will be clicking that back button||Speed up your page load! Use tools such as the Google Page Speed plugin|
|Links to external sites||Reduce links to external sites or if you do need the make sure they open in an external window (target=_BLANK”)|
|Make sure the page has a purpose and has a prominent call to action|
Also check out our blog post on the perfect landing page to help improve your bounce rate.