Bounce rate is bad for any website. It’s the percentage of visitors that land on a particular page of your website and leave the site without visiting any other page. The higher the bounce rate of your website, the lower is the conversion, so you need to ensure that your website’s bounce rate is as low as possible.
Well, people get confused with a similar term known as “Exit Rate” of a web page. The difference between these 2 terms however is that Bounce rate is the percentage of visitors that leave the landing page and the whole website without visiting any other page, but Exit rate is the percentage of visitors that leave a particular page (they may or may not navigate through the website’s internal pages).
Every Bounce rate can also be the Exit rate, but every Exit rate is not necessarily the Bounce rate. Clear?
OK, since Bounce rate is more harmful for a website than Exit rate, it’s important to optimize the Bounce rate of a website, and this post is going to teach you exactly that.
Bounce rate of a particular page = [(Total number of visitors that left the page without navigating beyond that page) / (Total number of visitors on that page)] * 100. Bounce rate over 50% is bad and when it reaches 70-80%, it’s too bad for the website.
So, how do you check your website’s bounce rate? You can check your website’s bounce rate by signing into your Google Analytics account.
Here are the steps:
1. Sign into your Analytics account and select the website name.
2. On your Audience Overview page, select the Bounce Rate metric. This will show you the Bounce Rate of the entire website.
3. If you want to see the Bounce Rate of individual pages, you would need to go to Behavior >> All Pages. The 6th column from the left is the Bounce Rate column that shows you the different bounce rates of individual pages.
4. You can change the date range from the top right corner setting if you wish to view the bounce rate for a different time period.
If the bounce rate of your website (and/or its internal pages) is above the 56-60% mark, it’s bad and hence you need to reduce this number.
Here are 4 effective ways to lower the bounce rate:1. Create Highly Engaging Content
What a visitor sees after landing on a particular page of your website is the content on that page. First thing is that the content must be appropriate or relevant to the visitor. It must be clearly answering the visitor’s purpose of landing on the page. But more than that, it’s the look of your content that matters because a web page visitor likes to see content that looks good to their eyes before s/he will even think about reading through the paragraphs. In order to make your web page content engaging you can consider a few different things, such as:
• Include a Catchy Topic Headline.
• Make your opening paragraph do the job for your visitor. You may ask – when the opening paragraph does it, why would one even bother reading on the next paragraphs? Well, it doesn’t go like that. The opening paragraph providing a brief answer to the visitor only means that the visitor is more interested in reading further. Include a good combining sentence after the opening paragraph to politely take your visitors down to the subsequent paragraphs. This works in case of service sites or e-magazines where visitors get to see text-rich content and the site owner wants their visitors to actually read through the content. In case of e-commerce stores, they can add less texts and more visual elements like images and videos for better engagement with their visitors.
• You can also consider maintaining a good consistency rate of posting content onto your pages.
2. Add Push Notifications
There may be a point when you would feel the bounce rate is still high even after posting extremely appealing and highly useful content consistently. You may then try and add push notifications to see if your visitors are interested in additional stuff like freebies or extra discount offers. Who knows, you may be able to hold the abandoning visitors for a few more time and some of them might even engage themselves in doing other activities on the site. You may try this trick for an improved bounce rate of your site and individual pages, as most digital marketing are using this method today.
3. Optimize Page Loading Time
Page loading speed is an important factor responsible for improving the bounce rate of the web page. Nobody likes to land or stay on a page that takes more than 3 seconds to load completely. If your loading time is higher than that, then it’s a critical warning for you that your page bounce rate will naturally be higher than you would expect because your visitors will leave the page and your site right away.
There are many different tools out there online that can test your page loading time. If you have built your website using WordPress, then there are a couple of free plugins that you can install and boost the loading speed of your web pages.
4. Perform Regular A/B Tests
A/B Testing is an effective method to optimize the bounce rate that most website owners seem to overlook, but you don’t do that. You never know a few number of small tweaks on a particular page like trying out different font types, font styles, adding a pop-up, changing the color of the call-to-action button etc. can do wonders in holding your visitors for a longer time.
There are many such things you can try and test on your landing pages that can earn you a better conversion rate by lowering the bounce rate. Perform thorough A/B testing on a regular basis to make sure your website produces more. Above all, try your best to make your website and its internal pages look good with catchy texts, attractive images, videos and slick call-to-action buttons. Adding suitable amount of white space onto a page and in between paragraphs is also a good idea to add beauty to your content.
Have you ever used any other trick(s) to reduce your site’s bounce rate that actually worked for you? Please feel free to share those in the comments below.