How to improve bounce rate
When it comes to analysing your website, one of the most important stats is the Bounce Rate. It’s something which your business should keep a close eye on, as a good bounce rate could help your business succeed online.
What is a bounce rate?
According to Google, a bounce is “a single-page session on your site. In Analytics, a bounce is calculated specifically as a session that triggers only a single request to the Analytics server, such as when a user opens a single page on your site and then exits without triggering any other requests to the Analytics server during that session.”
Why is this so important?
We’ve spoken on our blog previously about SEO and how important it is. Did you know that the bounce rate of your website can affect your SEO results? Think about Google’s purpose. Google wants to send traffic to reliable and relevant websites. If your site has a high bounce rate, there is a high chance that if a visitor is going on to your website, it’s not going to be what they’re looking for and they will leave your website.
The bounce rate can also determine how well your Google Ads , social media campaigns, email lists and blog posts are performing. If it’s really high (above 40%) it may well be worth looking at your marketing strategy as a whole. You can also determine the bounce rate for each traffic source too, so this will allow you to see if just one channel is under performing or whether it is across the board.
Ways to improve your bounce rate
There are various things that you can do to reduce your bounce rate. One of the best things, in our eyes, is to improve the page load time. Research suggests that a load speed of around 6 seconds can expect a bounce rate of around 50%. If you can bring this web page load speed to just 2 seconds, you should be looking at a sub 10% bounce rate which is pretty impressive. If your website is running on WordPress, there are various ways you can reduce page load time – read our latest blog post about this here.
Another tip is to ensure that your website is mobile friendly. Visits to a website from a mobile device usually account for around half the traffic so it’s important to make sure that these visitors have a good experience when they land on your website.
The first two tips can improve your bounce rate by double figure percentages. There are still some smaller tasks which you can carry out to knock off some single figure percentages too. These are the following:
- Content Readability. Make sure that what you’re saying is easy to understand and broken down into small paragraphs. Users are likely to see a large block of text and run away!
- Don’t do too much. We often see sites with pop ups forever present and animations flying in. The truth is that this can just slow your site down and annoy users into leaving.
- Aim for the right people. Have a look at your keyword strategy and make sure this is targeting your audience. If you clean carpets in Leeds and you’re targeting Manchester, users aren’t going to hang around. Make sure that your landing pages are set up with the correct keywords.
- External links. When adding an external link, choose the setting to open this in a new tab, rather than in the same window. You don’t want your traffic being sent to another domain whilst closing yours at the same time.
We help companies reduce their bounce rate as part of our wider SEO strategy regularly. Here is one example, where we have reduced the bounce rate significantly in 12 months.