What is Bounce Rate?

Bounce rate focuses on single pages, and occurs when a person leaves the page they land on by:

  1. Clicking to another site.
  2. Clicking back to the page they were on before.
  3. Entering a different URL and leaving for another page.
  4. They close the browser or tab.

Bounce Rate vs Exit Rate – What’s the Difference?

Bounce Rate vs Exit Rate Meaning & Explanation Graphic

Bounce Rate: Total One Page Visits Divided by Total Entrance Visits = Bounce Rate %

Exit Rate: Total Exits From Page Divided by Total Visits to Page = Exit Rate

You’re Aiming for a Low Bounce Rate – What Does that Mean?

Bounce Rate is a metric that you want to keep low. In general the following statistics relate to Bounce Rate:

  • 26% – 40% Excellent
  • 41% – 55% Average
  • 56% – 70% Poor

My Bounce Rate is in the Red – Should I be Worried?

When you have a high bounce rate this may be because your readers have received all the information they need and no longer need your site; this is often the case for blog posts, news items & niche pages.

When you are dealing with pages like this – or you have a high bounce rate the next metric you should check is the Session Duration.

What Session Duration tells you is how engaged the user was on the page. If they are spending over 2 minutes on the page – or the average read time on the page for the posts, it suggests that they are engaging with the content and you shouldn’t be too worried. If not there are many things you can do to your page to improve your Bounce Rate.

How Can You Reduce Your Bounce Rate?

  1. Improve the readability of your content
  2. Engage High-Value Traffic
  3. Improve your Websites User Experience & User Journey
  4. Ensure a fast loading speed
  5. Use a strong & clear call to action

How Can You Improve the Readability of Your Content?

  • Use short sentences.
  • Use Head & Paragraph text.
  • Use tools such as Yoast SEO to assess readability.
  • Include images with key messages to break up your text.
  • Use bullet points and numbers to make key points easy to digest.

Engage High Value Traffic

What is high value traffic?

High value traffic includes users who are in the education or purchase phase of the customer journey. These users want to engage with the content you are providing them with, they are searching for specific search terms – providing these users with the exact product or content they are looking for increases your ability to capture their engagement and convert them into a lead or customer.

How do you engage high value traffic?

To engage users you should provide clear headings that include the terms they are scanning your content for.

Your content should also solve the problem that they are facing – this may be through selling them a product or providing expert information on a topic they are researching.

Imagery & video content makes scanning text easier for the user. ‘As humans, we process visuals 600,000 times faster than text’ and first impressions count. As visual queues are processed faster than blocks of text. Using images that relate to the text and providing key pieces of information in graphics can help improve engagement of your audience.

Improve Your Websites User Experience & User Journey

User Experience = This is how easy & pleasing your website is to use for your target audience, to provide excellent user experience you need to have a clear understanding of your audience. This can be achieved through Audience Personas.

User Journey = This is the journey users take to get to their end goal on your site. A good customer journey includes just a few meaningful steps that direct the customer to the products and services that will provide them most value.

To improve the UX & User Journey you need to fully understand your customers, the segments they fall into & what problem they have that you can solve. Your website should be designed based on wireframes that meet the needs of pre defined target audience personas.

How to Improve Your Sites Loading Speed

Fast websites are a must in web development as even a one-second delay in your website loading speed could reduce your customer satisfaction by 16%.

  • Use a Cloud Delivery Network (CDN) that distributes content closer to the website visitor, providing fast load times.
  • Frequently update plugins.
  • Minimize HTTP (Hypertext Transfer Protocol) requests such as Image Size, Style Sheets, & Scripts.

Use a Strong & Clear Call to Action

Make sure your customers know exactly where to go next. Use imagery to direct the eye to the call to action and use action words to get people to act.

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