Google Analytics provides some very powerful information about the traffic to your site. One of the most misunderstood metric is Bounce Rate.
Bounce rate represents the percentage of visitors that visit just one page and then navigate away from your site. Let’s look at two examples of a visitor on a website to understand bounce rate.
Visitor 1: navigates to website x’s home page. After reading the title of the website and reading the first sentence they see on the page they hit the back button to return to Google’s search results. This is an example of a bounce. The visitor arrived but did not engage in any way.
Visitor 2: navigates to website y’s home page. They discover a blog title that intrigues them so they click on the blog to read more. This is not counted as a bounce because the user engages, or clicked to another part of the site.
Is Bounce Rate Bad?
The short answer is – it depends.
The bounce rate you should expect depends on the goal of your website. For example, a website with the goal of delivering local weather to a user will have a very high bounce rate. Visitors will view the page with the weather for their area and then navigate away. In this example a high bounce rate is perfectly acceptable.
But if we were to look at a website that generates revenue by serving ads in their videos their goal would be to engage the user as much as possible to serve as many ads as possible. Their goal is to have as low a bounce rate as possible.
So to understand what your acceptable bounce rate is you must understand the goals of your website.
How can I Improve My Bounce Rate?
Here are 4 great first steps to help reduce your bound rate.
- Provide a “related blog posts” to your blogs to entice people to read more on your site.
- Make sure that your keywords align with the content on your site. In other words the search terms people use to find you in a search engine should match what you deliver on your site.
- Make sure the copy on your website is using terms your users use to describe your industry or subject. Remember the website if you’re your visitors and not for you.
- Experiment with themes, pictures and other formats to find the one that users engage with the most.
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