bounce-rateYou go to a lot of trouble to ensure increased and targeted traffic to your page. The time and money you spend on SEO and advertising is designed to increase conversions. Click-through is only the beginning.

From there, you need visitors to follow through by viewing pages. You want them perusing products and services. They should be connecting with your brand and making purchases. Additionally, penning rave reviews and returning as devoted patrons.

The last thing you want to see is visitors landing on a page and leaving before they’ve experienced all your website (and your brand) has to offer. Despite your best efforts, however, you could find yourself dealing with high bounce rate.

What is a bounce rate? What causes high bounce rate? What can you do to address this problem? Here are a few things you need to know in order to improve results and resolve high bounce rate.

What is Bounce Rate?

Bounce is a term that refers to visitors who navigate away from your site after viewing only a single page. They neither interact with the landing page nor navigate further into your site.

Bounce rate is the percentage of users who complete only a single-page session. A bounce rate of 50% for a specific page means half of your visitors leave without viewing anything else on your site.

Of course, this is not an ideal outcome. Click-through is an important conversion. Yet, naturally, you want to capitalize on any visitors that make it to your site. That is especially true for targeted traffic that should have an interest in your products or services.

You also want visitors to view other pages, sign up for membership, or make purchases. However, when they bounce, they complete none of these transactions.

What is Considered High Bounce Rate?

It would be nice if every site visit resulted in other conversions, such as lead generation or sales. Though, this is statistically improbable, no matter how amazing your products and presentation are.

What constitutes an acceptable bounce rate versus a high one?

Generally speaking, businesses that have a bounce rate of 70% or more should be concerned with performance. That is because 70 of every 100 visitors are bouncing. You can’t please all the people all the time. Therefore, if 70% of people landing on your page are dissatisfied enough to leave without further exploration, it’s time to reassess your efforts.

Bounce rates between about 40% and 70% can be considered relatively average. Though, if you’re falling into this range, you should still look for ways to improve. If your bounce rates are below 40%, you’re doing something right. After viewing a landing page, more of your visitors are navigating into your website instead of away from it.

Of course, you should never rest on your laurels. Even if bounce rate is relatively low, it’s important to pinpoint what you’re doing right. In doing so, you can replicate the experience with other pages and future efforts.

What Causes High Bounce Rate?

The unfortunate truth is that high bounce rate is caused by a number of factors. Either on their own or in combination, not all are within your control. The good news is that you have some measure of control when it comes to improving bounce rate.

One possible reason visitors to a page navigate away instead of exploring more of your website is usability problems. Perhaps your page isn’t loading correctly or you have yet to implement responsive design (for both computers and mobile devices). Maybe there are broken links, or you suffer from other usability issues. In those cases, it’s no wonder visitors are leaving. It is because they can go no further.

For this reason, it is important to monitor your site for downtime or page loading issues. Also, conduct regular audits to ensure all navigation is working properly. If you have yet to upgrade to responsive design, now is the time to do so.

You could also have trouble converting if your layout and design is subpar in some way. We’re not necessarily talking about a modern appearance, although this is important.

Your layout and design need to deliver pertinent information quickly. You have to find ways to connect with visitors. In a brick-and-mortar store, customers are met by attractive, well-lit displays. Their most popular items are placed prominently. They are also greeted by friendly and knowledgeable employees.

How can you recreate this experience with your landing pages? Optimization ensures that targeted traffic reaches your page. Thus, you should already have a leg up. However, you also need pages that are optimized for viewing on a variety of devices.

Your layout should be familiar to savvy web users and easy to navigate. The display should be simple, clean, and attractive. The most important information should be “above the fold”. That means it should be the first thing visitors encounter.

You may also see high bounce rate due to a common error on your end if you fail to place proper tracking codes on all pages. Make sure all of your technical ducks are in a row to avoid this snafu.

To some degree, users may bounce because they find the information they need and leave. They may be comparison shopping. They simply might not be interested in what you have to offer after seeing your page.

Unless you’re doing something terribly wrong, this behavior should not result in inflated bounce rate. Don’t leap right to blaming your visitors. There are probably a lot of improvements you can make to reduce bounce rate.

How Can I Reduce Bounce Rate?

The best way to reduce bounce rate is to determine the cause. You should start by making sure all of your tracking features are working correctly. You may also want to check keywords and funnels. Do that just in case there’s been some sort of mistake that’s causing visitors to be erroneously routed to a page.

From there you need to address what visitors are encountering on a landing page. You want to figure out why it is not having the desired effect. Check navigation and consider possible upgrades to your layout and design. Run focus groups and perform A/B or multivariate tests. When you know why bounce rate is high you can begin to make changes that improve your numbers. If this article has been helpful please like.

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