Bounce rate is a term denoting the percentage of users who have left the website immediately from the home page or viewed only one page.
If the Bounce rate is high, you should pay attention to the fact that the home page does not meet the expectations of the user. Attractive and interesting pages catch user’s attention, and any visitor can become a customer.
How Can You Find the Bounce Rate?
Sign in to your Google Analytics, go to “Audience” section and track the way your visitors travel on the website. If the bounce rate is close to 70%, it’s time to sound the alarm and optimize the page.
Remember, the Bounce rate is closely connected with the conversion. After all, if the Bounce rate is 70%, this means that 70 out of 100 people left the website immediately, without reading and without finding out the core elements of your offer. In other words, they did not find what they were looking for. And only a small percentage (about 10%) of the remaining 30 people will perform an action that you want: purchase your product or service.
What Affects the Bounce Rate?
1. Inadequate information: the page content, on the one hand, and the title, keywords, ad, on the other hand, do not correspond to each other. A visitor cannot find the right information, the information promised in the ad and leaves. For example, the ad promises free guidelines on how to repair home appliances, and it turns out that the website has the page selling home appliances and nothing else. Of course, the user will leave.
2. Too many keywords: When you have to read the text, where the same phrase repeats in every second sentence, and the text is useless and uninformative – it simply becomes annoying. Thus, the user leaves the page. If you are afraid to go too far when using keywords, ask a friend to read the text, listen to his/her remarks and make notes. This will help you to find “the golden mean.”
3. Long page load: You have not much time (about 5 seconds) to motivate the user and show him the content of the page. If the website needs time to load the pages, you have less time to arouse the visitor’s interest. To reduce the time needed for page loading, optimize images: remove too “heavy” photos and pictures, graphs and tables. Experts advise to create a page with a small number of spinning wheels.
4. Usability disadvantages: Pay attention to following mistakes and try to fix them:
– There is no clear structure on the page: images, links, text are in disharmony. The visitor can’t concentrate and find the needed information.
– There is no specific call to action and / or CTA buttons
– Leads and CTA elements are at the bottom of the page, they are invisible to the user
– Too many external links
5. Poor web design quality: What can cause a backlash and high bounce rates?
– An annoying color combination: Avoid colors that irritate and make eyes hurt: the shades are too bright, too many colors, the colors do not match each other.
– Design elements that the user cannot control: the music that starts when you open the page, popups, animation.
– Plenty of space: Be particularly attentive in order not to leave too little or too much spare space on the website. Remember, if you have a lot of spinning wheels on the page, the horizontal gaps can create the illusion that the page is finished. The user simply will not come to its end.
High Bounce rate is the mistake which can always be corrected by studying the statistics and the split-tests results.
About the author: Melisa Marzett adores writing articles on such topics as marketing, blogging and SEO. This active blogger and writer likes to have a chat on Google+. Melisa also works for Clever Paper Writing Services.