Before we start, do you know what your Bounce Rate actually is? Don’t panic if you don’t, you are in good company as not many people do. It is one of the most misunderstood metrics out there!
The dry description; Bounce rate is the percentage of single page visits (or web sessions) in a given period of time divided by the number of times visitors entered your site. This can be given for individual pages or as a number for the entire website.
Ok. You can wake up again now.
Once you know what your Bounce Rates are, and note that his has nothing to do with the amount of time a visitor is on the site which in itself is a common misconception, you can start to use this powerful metric to answer the key issue with your website which is;
A high bounce rate generally indicates that your website landing pages are not being seen as relevant to your visitors.
And if your landing pages are not seen as being relevant to your visitors then you will not see any leads or orders through your site which means that your website really has no commercial value to you.
Right Panic Over. Let’s start fixing this
So what should your bounce rate be? In our experience it is really hard to achieve a bounce rate under 20%, anything over 35% is something to be worked on and anything over 50% is worrying.
To reduce your bounce rate you can follow these top tips
Check the Bounce rate on individual pages, some pages will give you leads even if they show a high bounce rate, for example blog pages and news pages where the visitor may not delve further into your site.
those pages that you perceive as most profitable and can include those that are most frequently viewed prior to conversion into a lead. If these pages have a high bounce rate this will significantly impact on the overall profitability of the website.
Stop Targeting Key Phrases that have little or nothing to do with the products or services you sell these visitors are going to bounce the moment they land on your site. Check and determine those phrase that really drive the right traffic and be ruthless with the others. It is better to be found for 5 really relevant key phrases than by 10 weak phrases.
Make sure you landing pages really answer the visitors query. If you want to land on a page and then to call you about your Shower Fitting do not send them to a page that talks about your general plumbing experience as most of them will surely bounce at this point. And on the same point make it clear to the visitors what you want them to do i.e. Call you.
Keep it clear. Visitors will not wade through dozens of paragraphs so make it apparent what you offer, how it benefits them, and what they are to do in as concise a way as you can.
Develop the desire for the visitor to want to click further into your website. Once they are interested then make it clear how they can find out more information.
Then the big one, make your website fast to load, easy to navigate and visually appealing. On average a visitor to your site will make a decision whether to leave or not within 8 seconds – grab their attention!
If this sounds way too scary for you don’t panic we can help.