The bounce rate is one of the most important statistics for evaluating whether a site is of high quality. In practice, we have to deal with cases where marketing tools can bring an extremely accurate and high-quality audience, both through Facebook advertising and through Google Ads advertising or other platforms. However, visitors do not take any action and do not create conversions. Why?
One of the reasons is the poor bounce rate. If users went to the site, stayed for a short time and left without any action, they did not even visit another section of the site – we have a bounce rate. The higher higher bounce rate is, the worse quality of the website we have. Depending on the niche and site specification, the bounce rate often ranges from 40% to 60%. If your rejection rate is over 60%, you should think about the quality of your site.
Officially, Google Analytics declines the rejection rate as follows:
“Bounce rate is all-sessions, or the percentage a single request for the Analytics server.”.
Main Reasons Why We Have High Bounce Rate:
A) Poor website, content, site loading speed.
B) Inappropriate audience.
C) The visitor just got to the site and immediately found the information he needed. Ex. The word “weather in Hawaii” can bring a visitor, he will barely see the weather forecast and close the site.
Case “A” is the most common, especially when we talk about Google advertising, in which case we can bring a very accurate audience like Who is currently looking for “cheap flights to Rome”, but if the information on the site turns out to be unattractive to the user, he quickly goes out and looks for other alternatives.
How do I improve bounce rate on my site?
1. Site content should be easy to read (font, color, background, paragraph).
2. Avoid advertising or pop-ups.
3. Call to action. Create any call-action buttons and texts on any website to improve your conversion rate and reduce your rejection rate.
4. Create only quality content that benefits the user. The time when low-quality articles are created due to SEO has gone long time ago.
5. Target your ads and SEO strategy to those keywords that do not generate the most traffic but generate most conversions. Targeted traffic – better ROI.
6. If you’re using not only Google AdWords services, just bring in the site only high quality audience
7. Use additional media for user engagement – visualizations (infographics, charts), explanatory – inclusive videos.
8. Create landing pages and bring audience with the most useful keywords.
9. Improve website speed.
10. Customize your site for mobile devices if it’s not already done. This is one of the most important points in recent years.