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Bounce rates are considered an important ranking factor by search engines. That’s because bounce rates measure the quality of visitor engagement. Usually, the lower the bounce rate, the higher the engagement.

First, let’s define bounce rate. Bounce rate is the percent of visitors that enter a website and exit from the same page, without clicking on anything else or without visiting any other page on that site. In fewer words, it measures a site’s single page visits. Usually, a 25-30% bounce rate is considered good for ecommerce sites, approximately 50% for informational sites and 75-80% for blogs.

Why and how do visitors bounce from a site

Most often, a visitor leaves a site when he realises that the site does not offer the promised information. For instance, this can happen when a visitor is mislead by an attractive offer or discount and then realises there are certain costs that come with it. That’s when the visitor bounces from that site by:

  • clicking on an external link
  • clicking the back button in the browser
  • simply closing the window or tab
  • entering a different URL in the same window or tab

How to reduce bounce rate

The most effective way to reduce a website’s bounce rate is by publishing engaging content that is both attractive and informative for the visitors. It’s that type of content that grabs their attention and determines them to go through other pages of that site to see what other interesting information they might find.

One other way to engage with visitors is to show them related content to the one they’ve just read. “You just read an article about the causes of low bounce rate; we would also recommend an article on ways to reduce bounce rate on your site”. You can also use a plugin that shows related content at the end of each article.

Another way to engage with your visitors is to link certain keywords in an article to related content on your site. This way they can find more insightful information on that specific topic.

As a conclusion, when looking at bounce rates, you should also consider other factors, such as time spent on site because sometimes more time spent on site means that the content was engaging for the visitor. However, other times, it may mean that the visitor kept on looking through the site trying to find specific information, but with no luck. That’s why it is advised that you combine and analyze all the information on your visitors in order to reach a correct conclusion.

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