Bounce rate can often be overlooked in the world of SEO, especially as your typical SEO expert is very busy fixing technical optimisations, building links and more. How a page looks for users is something that would typically go to the designers of the website, who decide where things are placed and how the brand identity shines through on each page.
What some people don’t understand is that bounce rate is a direct result of a poorly designed and optimised pages. This can often result in fewer conversions for a website and eventually less traffic and users over time.
Bounce rate is a number of people who visit a web page and go straight back out of that exact page. Bouncing in and out of the page, if you will.
The best way of finding out your bounce rate is to set up an analytics tool on your website. This will track all of the traffic running through your website so you are able to see which pages are most popular. The most popular traffic tracking tool by far is Google Analytics, which can be implemented by signing up to Google and inserting a specific code onto each page of your website. This allows Google to then track the traffic and monitor the activity going through your website.
In Google Analytics, visit the ‘Audience Overview’ section, where you will see multiple stats including a bounce rate. This is shown as a percentage, telling you the average amount of people leaving the page when they get to it. The lower the percentage, the better your bounce rate is.
If your money page (a page that is designed to gain conversions) has a high bounce rate (60%+) then you need to think about the quality of the content on your web page. Are people interested in what your page has to offer? Do you have a call to action? These factors will be the difference between gaining conversions and having a high bounce rate. Some features that you can put onto a page to help users interact with your website are the following:
Call to actions are a great way of enabling users to go to the next page on your website. These typically allow the user to contact the website owner or sell a product. By following a call to action (CTA), the user will end up on a designated page, which is designed for exit traffic, like a thank you page. The thank you page can then be tracked to monitor your conversion rate.
By having high quality content on a page, it is a good idea to place a few internal links on the page. If a user doesn’t quite understand something or would like to find out more, placing internal links that are relevant can help the user go to another relevant page, lowering your bounce rate once again.
Pop ups can be very annoying for users. It can be a factor to why people instantly leave the page instantly. Pop-ups can disrupt the user experience and deter them from reading your valuable page. When I visit a page, and the website is offering me a subscription or the option to buy something, I instantly leave the page as its quite clear that the page only has the intention of selling me something.
Users will typically go to your page knowing a little bit about the subject matter. Users will want good and informative content to help them expand their knowledge about the subject. By making sure you are supplying good and insightful content on your page, you will showcase to the user that your service offerings are the best around.
Do you have a high bounce rate on your website and are not quite sure how to lower it? Get in touch with one of the bounce rate specialists at Bravr, we would be more than happy to show you how you can get a lower bounce rate and a higher conversion rate!