What is the bounce rate and how to improve it

What is the bounce rate and how to improve it

The bounce rate , two simple words that can mean the success or discomfort of a web page.

Obviously when we design a page, we all want the user to spend as much time as possible on it and, if they also find what they want better. We know that in the end you will stop seeing the page, but we do want your experience to have been pleasant and come back or speak well.

But before we get to perfect content, let’s answer a question.

What is the bounce rate?

We generically define the bounce rate as the percentage of users who leave a web page without taking any action on it. It could be the case of completing a simple form.

In general, a high bounce rate is bad information and, conversely, a low bounce rate is good information.

The bounce rate is one of the factors that Google Analytics measures and on which other analysis tools are based.

So is a high bounce rate bad?

It all depends on the goal of the page, and I repeat, the page, not the website. Having a high bounce rate across the site is not very clear information. It can indicate that users find the information they are looking for and leave. When displaying the average, knowing that you have a bounce rate of more than 70% is relatively useless.

Why is it useless? Well, we don’t really know how the user arrived, what intention he had, what’s more, it could be treated depending on the website, a priori a negative SEO problem on the part of the competition. In short, there are many factors, the best thing in this case is to use Google Analytics to study the reality of each page.

As we have already said, when entering Google Analytics, we find generic data that in most cases does not provide us with a solution to the problem.

It is time to dig deeper to find practical conclusions to change the affected page or pages.

search intent

Here is the key, the search intent is the reason why a user came to your website and not another.

If a user searches on Google my skin turns red when I get out of the shower and ends up on a website that sells paint, that page is not serving the objective well for the search intent.

Now that we know this, the way to fix the bounce rate seems easier. If users search for my skin turns red and end up in my store selling creams, then the goal is accomplished.

This means that my page or rather the content of my page is an incentive for the visitor. The link can already come from Google, a blog or any other publication.

How can I analyze the bounce rate in a practical way?

At this point of understanding, it is best to get to the point.

Let’s go to Audience > User Flow.

We added a filter to display only bounced sessions.

Once we have this, we are going to pass the cursor through the different areas and we will observe the percentages of visits and their consequent abandonment. As we have already mentioned, it is possible that the objective was met when visiting the page, but if we evaluate that it is not the case, then we will have to think about what content is missing and work in that direction.

Practical solutions to reduce the bounce rate

As far as possible, communicate with the user and capture their needs, in this way you will adapt the content to those needs.

Another factor is working on the loading speed of the page, if the wait is longer than 3 or 4 seconds it is possible that the user leaves the session.

Optimize images, script loading, .css file compression, etc.

Make the famous ‘call to action’, include striking links or banners to other sections.

In the end it is about having a communication architecture capable of retaining the user the significant time for his objective.

If your website has been around for a long time, it might as well be time for an image renovation, trust our web design services to guide development towards SEO positioning and improve the bounce rate.

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