Whether you go by the Urban Dictionary or Google definition, when someone decides to “bounce” it’s usually not a good thing.
Your “bounce rate” in Google Analytics represents the percentage of single page sessions on your website.
Instead of clicking through to view other pages on your site, the visitor decided hit the back button, close the browser or Skype with their Great Aunt Cindy Lou.
Single-page visitors to your website are not always indicative of a negative experience, however, if your bounce rate is too high it can mean that users are not engaging with your site.
The typical goal behind driving traffic to your website is to get visitors to convert by clicking through to another page to start a transaction, get more information, fill out a form, etc. If the visitor bounces this translates to a failed conversion and can suggest several things:
The above points represent just a few things that can contribute to a high bounce rate. In most of these instances, there are steps that can be taken to resolve the issue and increase the stickiness of your pages.
You want your visitors to spend more time exploring your website to increase conversion rates. The time visitors spend on your site and number of pages they view directly influences the fulfillment of your bottom line.
There are a multitude of factors that can contribute to a high bounce rate. The following list outlines 7 common culprits:
Pop-ups may be one of the most awful things you can do to your visitors. Especially if they are overused, designed to flash neon colors, disrupt the user experience or offer little value.
On the other hand, a pop-up that is well timed, visually appealing and offers support or gives your visitors a reason to stay can increase conversions. Experiment with pop-ups to determine the best approach for your goals.
People tend to resent it if you make them feel dumb. Failing to give your visitors a clear and obvious path to access the information they are searching for is a great way to induce tears and hostility while simultaneously increasing your bounce rate.
It can be exceptionally frustrating to wade through a website with confusing copy, broken links, poor layout or malfunctioning buttons. If users can’t find what they are looking for they usually won’t give you more than a couple minutes (if they are generous) before moving on to your competitors.
The attractiveness of your website can be a large factor when it comes to keeping visitors on your site. Colors, layout and readability are just a few elements to examine if you have a high bounce rate.
The design will vary according to your target audience, but the overall look and feel can impact the trustworthiness and quality that is associated with your website and related products and services.
A slow website can make your bounce rate skyrocket and rapidly kill off conversions. This has a huge impact on user experience — the longer your site takes to load the higher your bounce rate will be.
Websites that rebel against the mobile trend will inevitably suffer from high bounce rates. If content can’t be accessed and used from a mobile device or tablet those users won’t hesitate to jump ship.
Yes, this happens. Every time you provide a link that redirects users off your site it is likely that you won’t be seeing them again soon. Links and resources can be a good thing but make sure to have it open in an external window so that visitors remain on your site and can easily click back to the page they were reading.
What did you promise your visitors to get them to visit your website? If you don’t make it simple for them to access what you have offered them then this could be contributing to your bounce rate.
It is also possible that the copy on your advertisements does not match up with the page you are sending them to. Ad accuracy and alignment with the landing page is essential if you want to keep people on your website.
As you assess your site to determine the cause of your high bounce rate consider your conversion goals. Communicate your value to visitors and let them know what they stand to gain by remaining on the site and giving you their time. The specific actions that you want your visitors to take will impact the strategies you employ when moving forward.