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If you manage a website, you probably know about various ways to attract visitors. But making people land on your site isn’t enough. In most cases, if somebody visits a page, but leaves without continuing two other pages, this visitor is considered lost.
The percentage of such users is the bounce rate of the given web page. So if out of 100 visitors, 40 people left, your bounce rate is 40%. If this parameter gets too high, then it’s time to think how to reduce bounce rate of your pages.
When should you worry about bounce rate?
Whether the bounce rate of your site is too high or not depends on its content and purpose.
For example, when I land on a home page of a travel agency and see their telephone number right away, it’s unlikely I’ll keep browsing. Because I got what I needed. And the website has successfully attracted a client. So in this case, a high bounce rate is totally acceptable and normal.
News portals and similar informational websites usually have the bounce rate of 40-60%. Good online stores need to keep it at 20-40%. Web portals must stick to 10-30%.
Checking the bounce rate in Google Analytics
To check the bounce rate of a site, you need to use Google Analytics. After signing in, go to Audience, then Overview. There you’ll find Bounce Rate among other numbers.
If you want to know the bounce rate of individual pages, then go to Behavior, Site Content and All Pages – and you’ll see the numbers for each page of your site.
Since more and more people use mobile devices, checking your mobile traffic is also a must. Go to Reports, Audience and Overview; then click Add Segment and choose the traffic source.
Tips on how to reduce bounce rate
Open access for everyone
Despite severe competition, some websites ask you to register before you can get to interesting pages or make a purchase. But nobody wants to leave their emails to a site they visited for the first time in their life. So the bounce rate rises.
Don’t be like this. Remove obligatory registration.
As noted above, a lot of traffic nowadays comes from mobile devices. In case of online stores, it’s more than 50% of visitors. So if your website is not mobile friendly, such users will leave it right away.
Aim at your target audience
Some website owners overdo with search engine optimization and use both relevant and irrelevant keywords. The latter may be closely related to your site’s topics, but if they attract the wrong visitors who were misled by these keywords, the site’s bounce rate will rise. So avoid creating irrelevant content.
Update your content
Keep your website alive. Add new articles and videos, add new products and update prices, post relevant information, etc. If you don’t, visitors may think the site is broken. If they don’t see any changes since the last time they visited it, they leave right away.
Make your website faster
Waiting is something people hate. Especially today when everything is superfast and quick. Check how fast your site works with Google’s PageSpeed Insights. It’ll detect the errors that cause a slowdown.
Sometimes users leave the page not because they’re not interested in the topics, but because they can’t see where to move on or can’t find what they want. Simple and intuitive website design will become a good solution in this case.
Call to action
In addition to clear and intuitive design, you can stimulate visitors to keep browsing by offering them calls to actions – links, buttons, titles, popups, videos, etc. These should catch their attention at the right time and make them open another page.
Ads are necessary. But there’s a difference between humble informative ads and a full-screen popup banner that makes your eyes bleed! If the bounce rate of your website is too high, maybe you should reduce the number of banners?
Check your site on different browsers
Another common reason for a high bounce rate is the fact that the site looks bad on certain browsers. Most of us use only one of them and has no idea how the site looks on others. So check this out.
Now you know how to reduce bounce rate of your website. Keep in mind that all these tips can be narrowed down to three rules – offer users interesting content, show where to find it, and don’t stand in their way.