Those are the prospects we want to focus on. Your job is to find out why people are bouncing in such high numbers. In other words, bounce rate represents single page views only. To find this number, most people turn to Google Analytics. GA will also give you the average bounce rate of your entire site. It is important to look at these metrics in conjunction with one another.
For instance, if you notice that the average time on site is high and your bounce rate is high, that means that people have probably succeeded in achieving their goals with your site without the need to navigate further. An example would be an informative page that also contains a phone number. Your prospects landed, became informed, and possibly called your number. Though the bounce rate is high, the page is successful. Again, the problem is when there is little engagement on behalf of your visitors and you are experiencing a high bounce rate.
Neil Patel also put together an infographic that shows the average bounce rate according to industry. Where does yours fall? As far as analytics are concerned, bounce rates are highly subjective. A high bounce rate is anywhere in the 70s or higher in conjunction with low conversion rates. The confusion comes in when you have high bounce rates that are perfectly normal, like those of blog pages. Even Google admits that blog posts commonly share higher bounces.
Instead, look at each page individually and assess the bounce rates of those pages. Are there any that can be improved upon? By working on those pages with high bounce rates and otherwise low engagement , you can effectively lower your site-wide bounce rate. And, you may manage to boost your conversions at the same time. Instead, ensure that you understand your audience fully.
Most importantly, do your best to discover why people choose your site over another competing website. If your site is populated with boring, incorrect, messy, or irrelevant content, your visitors will bounce and your conversions will suffer.
Instead, be empathetic with your content and speak to your audience while providing them with the information they need to become happy and loyal customers. That means having a simple but eye-pleasing layout and design, a navigation menu that is quick and easy, and content that is just adequate enough to entice visitors to convert. If your bounce rates are uncommonly high, it could be that visitors are hitting a roadblock associated with a technical error.
Try to see the page with fresh eyes:. If there are errors of any kind, those will need to be taken care of immediately. Your website should load nearly instantly. Those are donkeys. That said, these are all guesses. Or my content is hard to read. Or maybe my page looks weird on tablets. So, to get a real feel for why so many people bounce from a specific page, you need to use a heatmap. But my two favorites are CrazyEgg and Hotjar. You add a small piece of javascript to your site.
And the tool will start to track how people read, click and scroll around your page. For example, you can see that on this page on our site, LOTS of people click on that link towards the top of the page.
So I might want to remove the sidebar altogether. You probably already know that internal links are great for SEO. Those internal links are designed to help users find helpful content on my site. Pro Tip: Have internal and external links open in a new tab, like this:. For example, we used a custom design for our guide to email marketing.
Also, note that while long-clicks are better than short ones, both count as bounces. They came, they found, and left satisfied. Most people know page loading time is pivotal for web traffic. Visitors are high-velocity and have no time to spare. Moreover, Google puts site speed at the top of the list when it comes to ranking. Studies reveal that just a one-second delay can cost you up to 7 percent on conversion rates.
Assess large media files and reconsider scripts. Often a bounce occurs when the wrong audience lands on a page. It starts with how a page is advertised. You could be doing everything perfect on your end to achieve a normal or low bounce rate from organic search results, and still have a high bounce rate from your referral traffic. The referring site could be sending you unqualified visitors or the anchor text and context for the link could be misleading. Politely ask them to remove the link to your site — or update the context, whichever makes sense.
Tip: You can easily find their contact information with this guide. Unfortunately, the referring website may be trying to sabotage you with some negative SEO tactics, out of spite, or just for fun. A similar scenario would be if you have a single-page website, such as a landing page for your ebook or a simple portfolio site.
For Single Page Apps, or SPAs, you can adjust your analytics settings to see different parts of a page as a different page, adjusting the Bounce Rate to better reflect user experience. Take a long, hard look at your page and have your most judgmental and honest colleague or friend review it.
Ideally, this person either has a background in content marketing or copywriting, or they fall into your target audience. Brush up your online copywriting skills to increase the time people spend reading your content. Consider hiring a freelance copywriter or content strategist who can help you revamp your ideas into powerful content that converts. CTA-heavy features like these may be irresistible to the marketing and sales team, but using too many of them can make a visitor run for the hills.
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