Learning to improve conversions and minimize bounce rates

February 9, 2021
Google Analytics

People that are fairly new to the SEO industry must have stumbled across the word “bounce rate” they should be aware that it is a bad thing to have a high bounce rate while it is good to have a low bounce rate.

However, numerous questions surround these mythical metrics, and whether people understand this is simply another matter for discussion:

  • What does bounce rate mean in terms of Google Analytics?
  • How is bounce rate measured?
  • What does it mean to have a good bounce rate?
  • How is the bounce rate reduced?

Bounce rate in terms of Google Analytics is one of the most used metrics to explain the term, even with experienced marketers. This post aims to simplify this term. We look to help you understand the bounce rate of your website, and describe how you can help improve the bounce rate and be able to hopefully enhance your conversions.

What does bounce rate mean (and why is it important)?

Let us go directly to the most significant question out of all: How can you explain bounce rate in terms of Google Analytics? In this contest, a “bounce” is a “one-page” session that occurs on the site. Thus, the bounce rate of the website is the percentage of visitors that exit your website after seeing a single page. The visitors leave your website without going beyond the first page.

People who come to your site can bounce in one of these five different ways:

  • When they follow an external web backlink
  • Following the “back” button and exit the site.
  • Closing up any tab or window that you open
  • Typing and going to a new URL
  • Being booted out of a site due to a session timeout.

Your pages are not working at a peak rate if different visitors are visiting them and abruptly leaving without performing any conversion actions. However, before you set out to tackle this problem, you should closely study the bounce rate from Google Analytics and its meaning.

Finding and measuring your website’s bounce rate

The moment that you know how to discover and assess your web bounce rate all by yourself, you are now able to fully delve deep into the sophisticated aspect of improving the bounce rate. However, what does the bounce rate in terms of Google Analytics, and the way the numbers are supposed to be reasonable?

You might have stumbled on the statistics made possible by the dashboard from google analytics as it incessantly creeps towards the up direction and looks to cause you some stress. As the bounce rate from Google Analytics has been listed as the fourth most important priority factor with the search engine results pages (SERPs), it is easy to see the reason many companies are paying some attention to it.

Now, what does a good bounce rate mean? A lot of experts have provided their answers for this; however, the most agreed meaning is that this is within the 40 percent region. A majority of the websites are inside 41 and 51 percent, while a terrible website bounce rate will be within the zone of 70+ percent.

To make the most insights from the bounce rate of your Google Analytics, you should be able to use benchmarking to be able to see the average web bounce rate that is in your industry. When you use benchmarking, you will be able to see certain bounce rates that specific to some sections and better know the range in which your website falls.

The initial numbers that you might come across are the report on your Audience Overview, which is used to provide the general website bounce rate. However, if you have a comfortable Google Analytics number, you should also assess your numbers from various perspectives.

Your “All Pages report”, for instance, supplies the bounce rate for every single page, while the Channels report is used to display the percentage for every channel grouping.

Regardless of the reports that you assess, the thing here is that a minimum bounce rate from Google (in comparison to the average in your industry) shows that you are better positioned to turn visitors into customers. Then, by comparison, the higher bounce rate, usually mean that your website is not getting your visitors engaged as it should, which means that you might be losing leads that might be valuable. Certainly, this is a fact to some degree – however, due to the nature of SEO, the average website bounce rater which Google Analytics shows to people is not that simple.

Bounce rate – The myths

People should not take the bounce rate from Google the way it appears. The important thing to understand is that a high bounce rate does not mean that you have a bad website. The average website bounce rate will be different for different industries: most B2B companies, for example, get more bounce rates when compared to the B2C enterprises.

For people who run their eCommerce businesses that come with a blog section, blog posts would probably have another distinct bounce rate which will bring down the competitive nice numbers being pulled in by your product web pages.

One more thing to remember is that the average web bounce rate of a page, whereas might indicate the “how”, is to eclipse the “why” and the “what”. Your visitor can finish the conversion action on your web page and would also bounce. We could interpret this in different scenarios

  • A prospective visitor might have seen what they want on one of your web pages and would stay on for reading your contents for about 20 minutes, after which they will then include their email address to the CTA – call-to-action.
  • A prospective visitor could get on the page, they might like your products and call the services numbers on your page and choose to exit the website.
  • A prospective visitor might have their internet connection interrupted and might check your website some other time in the future.

Even though in every one of these cases, the visitor might have been engaged clearly – even if the session is successful – this could as well count as a bad, big bounce.

Technically, the meaning of “a good website bounce rate” usually will vary with each website. For people who are not experts on analytics or webmasters, the challenge will be in trying to find a fairly good website bounce rate that relates to your business. In this scenario, a service provider on Google Analytics, that can assess the Google bounce rate in addition to other important metrics, such as Time Spent on the Page as well as the Average Session Duration, could be an excellent investment.

Whereas it can be seen the reason why we cannot analyze bounce rate at the face value, it remains that: Any website that comes with a very high level of bounce rate and a minimal rate of conversion, irrespective of your chosen industry, something could be the problem. And this something might have to do with your website.

Understanding the reason are bouncing from your site

People with shoddy conversion rates and with high bounce rate, they should know that they have a major problem about their CRO – conversion rate optimization. Some of the common reasons for a poor bounce rate includes:

  • You have a web page that is not optimized for mobile devices. With the widespread use of smartphones and tablets, it is vital to consider the fact that people use their mobile devices to surf the web.
  • You seem to have misleading meta descriptions or title tags. Your visitors might visit your website expecting to be offered something instead of getting another thing completely.
  • There are technical errors that come with your page: If you do have a questionable average time spent on one page and bounce rate, there may be loading issues with your page that you need to put in perspective.
  • You have a page that is not so navigable easily: Bad navigation and poor user experience (UX) could send a user exiting your website in a microsecond – after all, they have a limitless collection of results that will offer them what they need with minimal effort.
  • Visitors are mistakenly being sent to your webpage through a faulty link from a different website. At times, mistakenly, other websites add your web link to an unconnected phrase, and your webpage will not provide the needed referral traffic according to their expectations.
  • There is low-quality content on your page. If you have content that is simply bad on your page, you should completely revamp the content on your website or get a content expert to rework and revamp the content on the site.

You should critically examine your website and see what could spoil your good numbers. As soon as you can prune down the probable factors, it will be a lot simpler to know exactly what could improve your rate of bounce and enhance your conversions.

Reducing the bounce rate 

As you now know what metrics is, what it tells you, and the reason you have certain numbers, it is simple to know how to reduce your bounce rate. If it appears that you will need to minimize the bounce rate throughout the complete website, then this shows that you will need to improve on the content of the website. Just imagine all the user traffic and leads that you might be losing.

The following are some of the several instant steps which can be applied to an enhanced bounce rate – and a superior website.

Properly inspect your pages that show the top exit numbers

Go to Google Analytics and try to find the report on all the Exit Pages of your website. You could minimize the bounce rate if you compare both bounce rates and exit rates on the leading traffic pages. It usually shows the number of visitors that are directly landing on your pages, the number of visitors that show up through your internal links, and the pages that are abandoned the most. This helps you to narrow down your pages to places that you need improvements.

Improve your web content and content readability

This looks obvious; however, this is among the significant things that can be done to increase your conversions and reduce your average bounce rates. You should ensure that visitors are not put off by bad layouts or poor font sizes. You ask yourself the following questions:

  • Do I have a bold and big enough headline?
  • Is there the right amount of subheadings?
  • Did you use bullet points to break up the texts?
  • Did you add high-grade infographics or images?

Additionally, this is also the right time to assess the font size and style plus the size of white space that is on your page. The slightest change can help improve a minimal bounce rate.

Using videos and images

If you have a high bounce rate, then this indicates that your website is not engaging, however, videos and images are – this has been proven. Use the most mesmerizing media to counterbalance a non-engaging web page. If you use infographics and short videos on your site, you will keep the visitors engaged with the contents and they might just hang around for some more time.

Think about the optimal placement of the CTAs on your website

To solve the problem of a high bounce rate, you could need something as simple as the CTA. Inspect your CTA buttons and prompts critically, check where they are located on the page, inspect their sizes, colors, and copies. You could get an improved conversion rate if you use attractive CTAS plus a compelling copy.

Improve the speed of your website

In just a short time, your web visitor has summed up what your website is all about. Their decision is usually based on different factors, however, one of the most vital of these factors is the speed of your website. People could leave your pages if they find out that it is taking too much time to load.

With Google Analytics, your report on Page Timings can be accessed to help you to individually assess every page and the general average website speed of the site. You should begin working on your web pages which come with higher traffic as well as slower times of loading to help maximize your efforts.

The bottom-line

We intend that this post will give you all that you need to know about the metrics behind Google Analytics and you now know how to minimize your bounce rates.

The moment that you have fully audited the complete website, you could think that the best thing to do is to overhaul your website. This is since, many elements increase its bounce rate, and several could be the reason for this.

If you suspect that this could be the revisit link on the website, then you should work with a company that designs websites to help you fix the technical glitches.

We have successfully worked with numerous clients to develop websites that UX-friendly and optimized for increased conversions. If you have a good website with good SEO and a smooth response rate, you will have the expected bounce rate that you desire.

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