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Bounce Rate-Can You Improve It?Is you bounce rate important? Sometimes. But sometimes it is not. I'll try to explain the difference and offer suggestions on how to improve your bounce rate. You will soon seen that you can make good use of your bounce rate, and improve your landing pages. But...you will must take time to analysis the landing page, your target market, and the means you are marketing to your visitors. But first thing is first, let's explain what a bounce, and what the bounce rate determines. A Bounce and Your Bounce Rate Defined A bounce is when a visitor hits your site, and either hits the "back" button in their browser or types a new URL in their browser to leave your site. Why? It's probably because the content is not relevant or the information on your site was not what they were expecting. Your bounce rate is a metric that measures visit quality in website traffic analysis- We know a bounce is when a visitor hits your site and finds nothing of relevance on your site and clicks away.
So what does the bounce rate reveal? In general terms, if a bounce rate is high, it's an element of concern. If the bounce rate is low, than you can assume that the landing page is drawing visitors into the site to view more pages. But, remember this is in general terms, because a bounce rate can mean something different for different sites. Bounce Rate = Total Number of visits viewing One Page/Total Number of Visits 2) If you have an information site or an affiliate site the bounce rate may be high because the purpose of these sites are to direct the traffic to another site. Which means, they usually visit one page and leave to the other site. You can not use the same bounce rate formula for an e-commerce site as you would for an information site or affiliate site. A better measurement would be: Bounce Rate = Returning Visitors to New VisitorsAs you can see, from my explanation above, your bounce rate is a relative term and needs to be analyzed to determine whether your landing page is doing it's job. Analyzing your Bounce Rate You cannot analyze all your pages at once. So where do you begin? The best way begin analyzing your bounce rate is to 1. First determine which pages on your site are your top bounce pages 2. Begin your analysis with a simple question. "Why are they leaving your website with out a second click. After you have these first steps in place, you will have to look at each page in relationship to the manner in which you are pulling traffic to the page. In other words, are you getting traffic to your page through: search, PPC ads, email marketing, article marketing, etc. Once you've got this information in your arsenal, it time to ask these questions: 1. Was there a disconnect between the visitor and your ad? 2. Did the landing page not provide what the ad was stating? 3. Are you not offering links to move the visitor forward? 4. Where are the visitors coming from? If the visitors are coming from a source that is of low interest or did they accidentally find your site-that bounce rate can be ignored. 5. Did the click come through your search link or PPC ad? If the the click came through from a specific method of marketing and you have a high bounce rate, it's time to analyze and improve where you can. So what is the bottom line? Your landing pages have to either give the visitor what they are looking for, or the links that will move them to where you want the visitor to go. Ways to Improve your Landing Page Once all the analysis is done, it time to see if you can improve your landing page. Here are some simple things to consider to get you moving on the right track. 1. Improve your website load time. This is becoming more and more important to Google from a measurement standpoint as well as, your bounce rate. If your website takes to long to load, don't anticipate visitors to stay around and wait for the graphics, video, etc to load. 2. Navigation-Simply put, if a visitor can find what they are looking in at most, three clicks, forget it, they are gone. 3. Break-up large articles- Breaking up large articles serves several purposes-it control information overload and most important, leads them to click another page to continue reading the information they want. 4. Contextual links- If you have anchor text links within your content that leads to another page within your website you will not only lead readers to more information but it helps with keyword relevance for search engines. 5. Meta tags- As always, your meta tags should be relevant to the content that you have on the page. 6. Keywords - tailor your keywords to your pages. To conclude, understanding bounce and bounce rate can help you to improve your landing pages and your objectives, if you take the time to analyze your pages and know what you want the visitors to do on that page. |
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