Businesses and Marketers stress over high bounce rates and ecommerce companies invest considerable resources to keep bounce rates as low as possible. Recently, we have had businesses come to us asking about high bounce rates and the real impact on their web site performance.
So, we want to share some information about why your site could have a high bounce rate.
What is a High Bounce Rate?
Before we get into details about why you could be having a high bounce rate, let’s look at what a bounce rate is.
A ‘bounce’ is a single page visit to your web site. More specifically a ‘bounce’ is when a user views a page which in turn triggers a single request to the Analytics server (for sites with Google Analytics implemented).
Google explains a bounce rate for you here.
A bounce rate is defined as the amount of single page visits divided by all visits to your web site.
Is a high bounce rate bad for my site?
The answer is… it will depend on your site. If your site depends on multiple page visits, then a high bounce rate could be a bad thing. If however, you have a one page web site or a blog with a single page design then, a higher bounce rate is normal.
What is a ‘Normal’ bounce rate for my web site?
Every industry and type of web site has norms for bounce rates and while these will vary from site to site, here are some ranges for bounce rates to go by.
These are the metrics we use as a benchmark for bounce rate guidelines. These can vary from industry to industry and from web site to web site.
Bounce Rate Benchmarks
0 – 25% – Technical Issue or something is broken
26 – 40% – Very Good
41 – 55% – Average
56 – 70% – A bit high but it may depend on the web site
71 – 85% – Too high, definitely get this checked out
86% and up – Something is probably broken on your site.
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You will be able to find your bounce rate within the Audience overview tab of the Google Analytics.
The bounce rate for individual pages can be found in the behavior section of each Google Analytics views.
Let’s dive right in and look at the reasons why your site would have a high bounce rate.
1. Technical Error, Page Error or blank page
If you have high bounce rates for a web page, or people are spending a few seconds on a page it is possible your page is not loading properly or returning a 404, page not found error.
Replicate your audience’s experience with your page from the most popular browser and device configurations (Chrome, Firefox and Safari) And verify the issue.
Google Search Console will show details of any page issues under the Coverage Section.
Get the page issues corrected quickly by yourself or someone who can. Google will drop pages with errors from search results quickly if issues go unresolved.
2. Your Site is Not Mobile Friendly
While everyone knows it is important, having mobile friendly page is not always implemented. That being said mobile site visits account for up to 78% of web traffic. This statistic can vary from industry to industry and web site to web site.
While there are many things that can be done to make a web site more mobile friendly, this is only one reason why you may have a high bounce rate.
With Google releasing the ‘mobile friendly indexing‘ coming up fast in March of 2020 you will also be hearing much more on the importance of being mobile friendly in the coming weeks in 2021.
More on getting ready for mobile first indexing from Google.
3. Self Sufficient Content or Content that Satisfies
You may have page content that satisfies and allows people to come to your page, get what they searched for and then can jump off. You may have created the Digital Marketers dream of page content that converts in a brief few moments.
Maybe you have a short form to fill out, or that right combination of image/text with CTA. In either event, sometimes this is a good thing.
To know if your high bounce rate is something to be concerned about:
• Check out the Session Duration Metrics in Google Analytics to get more information on the Time Spent on Page and Average Time Spent on Page data.
• A/B Testing is a reliable way to show if there are any issues with bounce rates and options for improved page designs.
• Additional content can always be added to pages with CTAs and internal links to other resources on your website.
4. Poor Quality Content
We have all seen pages before that are just bad. You could have a page or some pages where the content is bad.
under-optimized page resources
poorly written content
Poor quality content can easily be corrected and the you will see an improvement in your bounce rate.
5. Misleading Page Titles and Page Descriptions
All of your on page SEO details including page schema, page titles, descriptions, header tags, image alt tags etc. are the signs for users on the web to find your site. The SERPs sort and prioritize all the search data to get all users the most relevant search results as quickly as possible.
Incorrect or Misleading Page Titles and Descriptions is an easy issue to identify and correct not having Page Titles and descriptions is one of the quickest ways to have a high bounce rate for your web pages.
Here are a few tools you can use to view your Page Titles and Descriptions throughout your site.
6. Google Analytics is not properly installed.
This can be corrected easily with this explanation from Google.
7. No CTAs (Calls to Action) on your page
Your web page could be missing a Call-To-Actions or have poorly crafted Calls to Action. Great content is and excellent thing and yet… users need that extra nudge to make that jump and reach out through contact forms, a chat tool, click to call button or some way to make contact.
Without CTAs on a page your user simply have no way to connect with you and are one of the biggest reasons why you may have a high bounce rate on your pages.
8. Too Many Pop Ups
Using Pop ups as a conversion tools should be done strategically and offer tangible value. They also need to be relevant to your web site.
Pop ups can slow your page load speed (for WordPress sites) and be a quick reason for visitors to bounce from your page.
Read more on when to use pop-ups as a conversion tool for your website.
9. Content Overload
Pages with too much, jumbled, unorganized and/or contradictory content can cause a high bounce rate. This is very Important for ecommerce web sites, online learning web sites and landing pages designed for conversion. Organized and focused content is the best way to address this.
Content that has been shaped into digestible amounts with a clear process is the best way to manage content overload on web pages.
10. Disproportionate Page Activity
This is a common issue we see with company web sites. Often there are a few pages with very high bounce rates while other pages may be well within the good or excellent range. With this issue, often when the one or two pages with issues have been corrected than the overall bounce rate shows itself in the correct range.
In conclusion, high bounce rates can happen for all kinds of reasons and can also be addressed, sometimes very easily.
Contact us today for a site assessment or to address any high bounce rates on your web site.
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