Thanks to modern-day tools like Google Analytics, we can now manage websites with a deeper lever of understanding of how the back end works.
Tools like these allows webmasters and website owners to better understand and improve website performance.
With the right set of information on your hands, you can steer your brand on the right path.
One of the most essential elements is the ‘bounce rate’ of your website.
Understanding this will push you one step closer to getting your website to the first pages of Google.
What Does ‘Bounce Rate’ Mean?
Bounce Rate is the percentage of visitors who go to your site and do not browse past the landing page.
These are the people who usually only stay for a few minutes to view one page and do not click on any of the links displayed on the site.
This is different from the SERP Bounce Rate, which is the percentage of people who go to your site through hitting the back button on Google.
Search engines recognize this under a different category because the visitors did not really get information they need from your pages.
Bounce Rate, on the other hand is categorized as a visit where people get or receive information they need. For example, people going to your site to get your email address and then quickly leaving afterwards will be counted as a bounce.
Understanding Your Site’s Bounce Rate
Having a good understanding of your bounce rate will help you determine if your visitors are browsing your site or leaving unsatisfied.
Here are some helpful steps you can do to analyze your bounce rate and improve your website design.
Some key information is needed, so gather data by logging on to Google Analytics. Get a list of the most visited landing pages and review the page report on each one. You can do this by going to Site Content > All Pages. The most visited pages are usually the home page, contact page, promotional landing pages and the top 10 pages.
What does the bounce rate percentage mean?
Having a high bounce rate does not always mean that your pages are failing. There can also be times when visitors got the information they need quickly or they got disconnected from your site. Here’s a better way to understand the numbers on your screen:
- Ideal bounce rate should be below 40%.
- Average bounce rate of most sites is 41% – 55%.
- If the bounce rate is around 56% – 70%, you need to re-evaluate some aspects of the site.
- Bounce rates above 70% are too high and you might need to consider improve your site’s design.
Bounce rates may differ depending on the kind of service or content the website offers.
Typically, blogs have a higher bounce rate because users may be visiting for specific articles or information. Below are the acceptable rates of specific kinds of sites:
- Blogs – 70%
- Lead Generation Sites – 50%
- Retail Sites – 40%
- Professional or Business Service Sites – 30%
How to Improve Bounce Rate
Segmenting and comparing your site’s data will greatly help you in improving your site’s performance. Utilize the tools available in Google Analytics to further analyze your website’s data. Take note of the details below:
Visitor Profile: New vs. Returning Visitors
Differentiate your regular visitors from your new visitors and create a strategy according to their profiles. It is common for new visitors to have a higher bounce rate than regulars, who you have developed a trust with.
Local businesses need to be more specific to their target areas. Focus more on getting traffic from the particular state or states where your business is located. Your bounce rate from countries overseas does not matter as much as the bounce rate on your specific business areas.
Consider how your visitors are coming to your website. A lot of times sites have high bounce rates because they are not mobile-friendly, urging visitors to close the window and go somewhere else with better page loading time. If you notice that the bounce rate is high for mobile users, you would need to do some revamping to make the site more user-friendly for mobile visitors.
A/B Split Testing
One of the best ways to improve bounce rate is by utilizing Google’s free program Optimize. This great tool offers free A/B Testing on your website’s pages. You can play around with the design and test which ones work better for your brand for optimum performance. Multiple tests are also allowed and you can maximize the tool until you figure out the right design to achieve your target bounce rate.
Need help in this department? Take advantage of our free quote and we will help you maximize your website’s potential without any commitment needed.