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What is a ‘bounce rate’ and how can I reduce it?

reduce bounce rate

Our attention spans are decreasing. Users are flitting from one site to the other in record speeds these days – so how do you entice visitors to stay on your site? Here are a few suggestions for ways that you can keep potential clients or customers on your website and not ‘bounce off’!

what is bounce rate

Google Analytics describes the bounce rate as, ‘the percentage of single-page visits (i.e. visits in which the person left your site from the entrance page without interacting with the page).

Essentially the bounce rate is an online marketing term usually associated to website traffic analysis and it represent the percentage of visitors that enter a site and then leave (or bounce) and as such do not go on to view other pages within the website.

Usually a high bounce rate would indicate that either the user has landed on something irrelevant to what they were looking for or they don’t like the look of a website; in short, poor user experience.

However like with most things you need to ‘read between the lines’. For example, we would expect the bounce rate of a Contact Us page to be high as users would generally just come to that page, find the details that they’re looking for quickly (hopefully!) and then bounce off.

Given that a high bounce rate can indicate a diminished user experience, this can have a flow-on effect for digital marketing streams.

It has long been thought that a high bounce rate can then lead to a negative effect on quality score for Adwords, as well as rankings in Search Engines. Why? Because Engines such as Google look at user-experience as an indicator of the quality of a website.

For example, if you’re website is getting traffic for the phrase ‘falcon’ because you sell used cars but users searching for information about the bird come onto your website and leave straight away – Google may take this into account and not display your website on page 1 the next time that someone searches for ‘falcon’!

What are some ways to reduce bounce rate?

  • Update the look and design of your website if it is outdated
  • Ensure it’s clear on your website who you are and what you do
  • Make sure your website loads quickly
  • Have clear calls to action on all pages, not just the homepage
  • Make sure your website is mobile responsive

If you’re experiencing a high bounce rate (or just want to find out how to even find this out) get in-touch with the team at Results First on 0800 878 833.