What Is Bounce Rate?
When we mention a website’s bounce rate, it almost sounds as though we’re talking about being unable to get in, as though a bouncer is meeting visitors at the door. That’s actually not far off the mark. You might be offering terrific products, services or resources, but if something about your landing page fails to reveal that genius, visitors don’t hang around. They “bounce.” They might do it by hitting the back button, or entering a new search term in the toolbar. They might close the tab, or click an outgoing link and never come back. But here’s one thing they don’t do: stay.
What Does A High Bounce Rate Mean?
A high bounce rate tells us that visitors were not engaged by our landing page. Bouncing is going to happen sometimes, regardless of how great your site is. After all, if someone’s looking for an indoor lap pool and you only install outdoor aboveground installations, they need to look elsewhere. But a high bounce rate is an indicator that something about your site needs to change.
How Do I Check My Bounce Rate?
Checking your bounce rate is easy enough. Log into Google Analytics and select your site or subpage, and you should see the bounce rate listed alongside other statistics. Keep in mind that the bounce rate is not the same thing as the exit rate. In this context, “exit” just means that regardless of how long a visitor was on your site, they left from that specific page. Bounce rate means that visitors landed on that page and then didn’t go any further.
Why Do People Leave My Website So Quickly?
There are a lot of reasons why people bounce, but most of them boil down to one thing: your site makes their lives more difficult when they needed it to make their lives easier. For one thing, if your site loads at a snail’s pace, they’re not going to sit through the agony. They want a site that loads as quickly as their thoughts move. So consider your host carefully. You’re also unlikely to hang on to your visitors if ads pop up like a game of whack-a-mole. A landing page dominated by long, unbroken text will have leads navigating away in search of something more skimmable.
How Do I Decrease My Bounce Rate and Increase My Pages Per Session?
Obviously, you want your bounce rate to be as low as possible. But one stat that you want high is pages per session. This refers to the number of individual pages someone views during their visit. The more pages a lead explores, the more engaged they are with your content.
One way you can ensure visitors stay is by crafting an experience that flows smoothly. Think deeply about whether your landing page delivers on your call to action. If your landing page’s content is off-course, your leads will be confused or feel misled, but if it’s a natural extension of the conversation you’ve initiated, you’re much more likely to see a high pages per session rate—and hopefully a conversion!
Lastly, ensure your site is easy to navigate. Be thoughtful about the problem your ideal customer is trying to solve. Design the site’s flow in a way that lines up with the steps of the process. Ensure that your site is not intrusive: don’t set media up to autoplay. It’s embarrassing to leads who might be in a professional setting, and many people find it annoying. And don’t sabotage your well-thought-out site by failing to optimize it for mobile!
A high bounce rate can be discouraging, but it’s also constructive feedback. You can use it to determine which pages of your site are effective, and which ones need tweaking. Analytics are a useful way to find out what your leads need without ever having to poll them directly. So pay attention to your bounce rates, ferret out problems, and bring that number down!
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