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Bounce rate and how to reduce it

Bounce Rate

The bounce rate is the percentage of visitors to a website who leave the site without looking at other pages, and Google calculates the percentage of people who view only one page and leave out of the total number of visitors to a page. It is derived from the formula “number of bounces on that page ÷ number of sessions that started on that page x 100”.

A “session” is a series of actions that a user takes from the time they visit a site until they leave. One session is counted from the time a user visits the site to the time they leave.

A “disengagement” is when a visitor moves to another site and leaves, or closes the browser as an exit from that page, instead of proceeding to the next stage (page).

How is the Bounce rate different from exit rate?

One thing that is often confused with “direct return rate” is “attrition rate. This is a calculation that shows how much of the number of times a page has been opened and how much is “left”.

When calculating the “Attrition Rate”, it is the rate at which users leave a page, regardless of the number of times they visit that page on your site. On the other hand, when calculating the bounce rate, the key point is that “only the session that started on the page is counted”, which is a big difference.

What is the average bounce rate?

Data from the US Digital Transformation Agency customedialabs show bounce rates as follows: How does your site compare to the average?

  • EC, retail 20-45%
  • B2B 25-55%
  • Lead generation 30-55%
  • Sites without EC 35-60%
  • Landing page 60-90%
  • Dictionary sites, blogs, portal sites 65-90%
Bounce Rate Stats

What can be done to reduce the bounce rate

“High bounce rate” does not necessarily mean “users are not happy with the page”. For example, in the case of a help page, bounce rate will inevitably increase if the user can get all the information he / she wants to know just by looking at the page.

The value that should be used as a guide varies depending on the type of site or page. Please refer to the average value introduced above. If you have a problem where your site’s bounce rate is significantly higher than the average, you will need the following improvements to reduce your bounce rate.

1. Understand user feelings

Who is visiting for what purpose? What is your gender and age? What information are you looking for? Check that.

For example, for basic attributes such as gender and age of users, you can check the speculative-based data by opening the [Summary] report by going to [Users]-> [User Distribution] from the Google Analytics report screen.

You can also find out to what extent the user is visiting and returning by using the Google Analytics report screen to some extent. You can check the data for each channel group or reference source / media pair by the following procedure. If only a few channels have a high bounce rate, you may have a problem with the ads you are using for that channel. Make sure your ad is appropriate for your site content.

  • How to check bounce rate for each channel group
  1. From the menu on the left side, click “Customers” → “All Traffic” → “Channels”.
  2. Data by inflow is displayed. There is “bounce rate” data in the “action” item.
  • How to check bounce rate for each referrer and media pair
  1. From the menu on the left, click Audience> All Traffic> Source / Media.
  2. The data for each source and media pair is displayed. There is “bounce rate” data in the “action” item.

You can get an idea of what kind of information users are looking for by checking your search terms in Google Search Console, for example. If you are using keywords that are not very relevant to the content of your site, you need to review your keywords. It’s possible that users who visit your site may notice that it’s not what they thought it was and leave immediately.

2. Visual check

Users who visit your site will determine in the first few seconds whether they are interested in your site or not. It’s like an arranged marriage, so to speak. Check to make sure you’re not ruining the person’s first impression. In particular, if you have a high bounce rate and a short average length of stay, you may not have made a good first impression on your users. You will need to keep a close eye on your site to make sure that it is attractive and that what you are trying to communicate is easy to understand.

Checkpoint.

  • Doesn’t the design look stale or Good?
  • Aren’t there too many characters the page?
  • Are the photos and images used appropriately?
  • Is the picture quality bad? 
  • Do you have a good sense of selection of products?
  • Is there a sense of unity in the overall tone of the page?

3. Be aware of the length of the content

If you have a long, vertical page, such as a long description of your product or service, divide the entire page into items. It should be varied by images, videos, etc. so that it doesn’t become full of text. Especially when viewed on mobile, a lot of text tends to get bored. However, the appropriate length and depth of the content varies depending on the industry and type of business, so please refer to the websites of other companies in the same or similar industries.

4. Improved UI

Make sure the following points are clear so that users don’t leave your site feeling frustrated

  • Is the site mobile friendly?
  • Is the search box in an easy to understand place?
  • Is the information easy to find and categorized?
  • Automatic playback of video and audio is not allowed.
  • You aren’t using too many pop-ups?
  • Does it take too long for the page to load?

5. It's clear what to do next.

Make sure that visitors clearly see the actions they need to take to achieve the purpose for which they visited the page.

Make sure you have a first look so that users don’t get bogged down in the page, such as filling out a form or making sure the contact button is immediately visible.

Summary

Each of the points we’ve discussed is an essential part of creating an effective website.

I recommend that you put yourself in the position of a customer and review it once. By reducing the bounce rate of problematic pages, you’ll increase site visitation and increase conversions.

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