Understanding how bounce rate works

by Adediwura Adeaga

Unlike school grades where 100% signifies excellent performance, the opposite is the case when it comes to bounce rates. In fact, an 100% bounce rate means your site is performing really poorly. 

Here’s why:

‘Bounce rate’ is an internet marketing term that is used in web traffic analysis to show how visitors enter and then leave or bounce off the site instead of continuing to view other pages within that same website. 

A visitor may bounce by clicking on a link to a page on a different website, closing the open window or tab, clicking the back button to leave the site, or typing a new URL. 

A bounce rate range as low as 26% is to be considered excellent. However, if you manage to maintain a lesser than 40% bounce rate, you’re still good to go.

Some criteria that determine your website’s bounce rate are as follows:

  • The type of traffic you are attracting
  • The sources of your traffic
  • Your Landing Page
  • Speed and usability of your website
  • Clarity of your message, and
  • The design and layout of your website.

What happens if your bounce rate is high? 

When you have a high bounce rate, what it means is that visitors exit your site almost as soon as they arrive. Sometimes, they might perform some actions before bouncing off, while other times they might not perform any. It could be because you don’t have a captivating, well-structured, and organized landing page, or they find it difficult to navigate and perform actions on your site. Whatever the reason might be, it is important to fix it as soon as possible not let it linger for too long so you don’t end up losing lots of customers.

How to fix high bounce rate:

Here are a few ways to fix the issue of high bounce rates: 

  1. Provide better user experience
  2. Ensure the pages on your site are well linked together
  3. Use Strategic and Intentional CTAs, 
  4. Improve your site’s speed, 
  5. Use videos to engage your audience, 
  6. Use high-quality images and designs to captivate your user’s attention, 
  7. Perform Multiple A/B tests on your landing pages.
  8. Having a magnificent and consistent content strategy, 
  9. Improve your site’s navigation and readability 

The goal is to keep your bounce rate as low as possible. 

A low bounce rate means the entry page is effectively causing visitors to view more pages and continue to dig deeper into the website. 

It is important to feed your traffic with good content, smooth page navigation, quality images, and videos to make them stay longer and enjoy their stay on your web page.

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