In this post, Angle Studios explains how you can make use of this bounce rate metric to improve site performance.
Many developers do not know which metrics to look at to ensure site performance. This means that going online and making a website effective the way a developer wants isn’t always a walk in the park because there are just so many metrics to look at. Among the Google Analytics metrics out there, ‘bounce rate’ is one such metric that tells you a variety of things to help improve the performance of your website. In this post, Angle Studios explains how you can make use of this bounce rate metric to improve site performance.
Looking at Bounce Rates
The bounce rate of a website is the amount of people who visit you site then immediately bounce away to a different site, rather than continue through to other pages. There is no industry-standard minimum or maximum time by which a visitor must leave in order for a bounce to occur. Rather, this is determined by the session timeout of the analytics tracking software.
The formula used to calculate the bounce rate of a website:
Bounce Rate = Total Number of Visits Viewing One Page / Total Number of Visits to that Page
Rating Bounce Rates
Low/Good bounce rate indicates that visitor engagement on your site is good. High/Bad ratings are the opposite and improvement plans should be made.
A high bounce rate indicates that your websites entry or home page is not speaking to the audience properly. Some user distracting elements may be found.
Bounce rates vary in different industries. While some industries may typically offer a better bounce rate than others. Below is a guideline for websites as a whole as to what is an acceptable bounce rate
Awful – 80%-100% – Less than 3% of sites measured have an average bounce rate this poor. Time to rethink your online strategy. Very rare to see a site that performs this poorly unless its strictly an informational site.
Bad – 55% to 80% – Surprisingly, we see that 25% of sites fall within this range in the first few months that we measure. This metric is improved by introducing A/B and split testing for site improvement.
Average – 40% – 55% – With most sites measured, about 45% fall within this range. If you are within this range you can likely be making significant improvements by using Website Optimizer.
Good – 26% – 40% – 20% of sites that measured fall within this range. If your bounce rate is in this range you are doing very well. There are still improvements that can be made though so keep measuring!
Very Good – 0% – 25% – Less than 6% of the sites have a bounce rate this low. If you have metrics this good you are doing something very right!
How to improve your bounce rate
Landing pages not relevant to visitors:
This is where your website isn’t providing the visitor with what they are looking for and it isn’t relevant to what they’re searching. In this case the bounce rate will be high. The more compelling your landing page is the higher your conversions will be.
Page load time is too high:
Avoiding the use flashy banners and a skip intro’ button will give you a better page loading speed. When you’re using third party data for accessing content make sure it gets loaded fast.
Visitors might have landed using a poorly placed keyword:
Sometimes your site gets listed for a keyword that doesn't apply or your PPC campaign is pointing to a bad page. You can check these factors with analytics ‘keywords’ option to find out which keywords return poor visits.
Lack of conversion link or poor navigation:
It is vital that your entrance page has proper navigation. If lacking, there is a high chance that visitors will leave the page in seconds to other URL’s.
Improper sales message:
A bounce rate will be higher if your sales message does not comply with the services you offer. It’s advised not to offer misleading messages like ‘no fees for our services’ if this isn’t the case. Landing pages should provide the information and services that were promised in the advertisement copy.