Anyone researching ways to get more business from their website will have come across the term ‘Bounce rate’ and wondered what it is.
Even as an experienced developer and online marketing professional, I still find myself learning new things about bounce rates and how to improve them such as whether having social buttons on your top menu contribute to higher bounce rates.
But what is a bounce rate?
The bounce rate is essentially a gauge of how many people leave your website within a few seconds. You know when you click on a Google result and almost immediately leave the page? That is you bouncing off the site which is monitored as a bounce rate.
How are bounce rates monitored?
There are a couple of ways to monitor bounce rates.
- The number of people that visit more than one page. If someone visits your website and clicks through to another page on the site you can be sure they have not bounced. If they only visit the one page and leave then this is recorded as a bounce.
The problem with this metric is that if you landed directly on this page and read the full article but then left, you would not truly be a bounce. You have consumed the information which you searched which is an object of writing the article. The solution to this is to monitor the bounce rate another way…
- The amount of time someone stays on the site. This is the best way to monitor bounce rates as it will only count people who do not stay on the website longer than a few seconds as bounced.
A great website will reassure people they have come to the right place almost instantly! If it fails to do this then people will leave the website which contributes to your bounce rate.
What is a good bounce rate?
If you’re using Google analytics to monitor bounce rates, then somewhere around 40% – 60% is a good number. However, this really depends on where you’re promoting your website. A funnel page, for example, will have a higher bounce rate while your conversion rates might be higher. A blog article answering a common question well will have lower bounce rates but is less likely to convert your prospects as well as a funnel page. So, don’t be lead by only your bounce rates. Yes, you should be working to lower them, but if conversion is high then don’t panic!
How to reduce bounce rates.
This is a subject for another article, but to give you some food for thought, here are 3 sure ways to reduce bounce rates.
- Adding video to the page is almost guaranteed to reduce bounce rates considerably.
- Your titles should make it clear that they’re in the right place.
- Remove social icons from the top menu. Unless this is your Call-to-Action, social buttons navigate people away from your website.
If you would like more advice reducing bounce rates, you can also get in touch with us on 01536 21790.