A bounce rate is typically an underutilized tool in the web
analytics world. It is traditionally
used as a quantitative measure. However,
as you come understand how a bounce rate is calculated and the factors that
play into this calculation, you can begin to utilize the bounce rate in a
qualitative manner.
A bounce rate is defined as the percentage of visitors who
enter a website then promptly leave without engaging with the site. This is calculated by dividing the number of
visits for one page only by the total entries to the page. A high bounce rate indicates the material on
the web page is either irrelevant to the user or it is difficult to find the
desired information. Google recommends a
bounce rate between 40 and 60 per cent.
It is important to understand the factors that affect the
bounce rate. First, there are five
situations that count toward a bounce rate.
A visitor is considered to have “bounced” from a website if he/she 1)
Clicks the back arrow, 2) closes the browser, 3) times out of a session, 4)
clicks on a link that takes him/her to another site, and 5) types in a new
URL. If a user immediately clicks the
back arrow or closes the browser, these are fairly clear indications the page
wasn’t relevant to him/her. However,
there are other factors to consider with the remaining three situations.
A blog is likely to have a high bounce rate because posts
are often listed in a long stream on the landing page. Therefore, a user enters the site, reads the
latest blog posts then moves on to another site. This user, based on the rules outlined above,
is considered to have bounced, even though he/she was involved in the
site. In another case, if you design
your website with contact information, such as a phone number or email, on the
landing page, you risk a higher bounce rate. This is because the user can read through the
main page then immediately pick up the phone or click on the email address to
make contact. Note that clicking on an
email address will open a message window, which is not part of the site,
therefore it does not count toward engaging in the site. Once he has made contact, he has accomplished
what he came to the site to do so he can leave without clicking into the
site. This would also be considered a
bounce. Another note, if there is a
subdomain link on the webpage, clicking it will also increase your bounce
rate.
Many of these factors can be solved by changing the layout
of the website. It is essentially to
have a visually pleasing layout that guides the eye through the material. It is also essential to ensure the material
in the website is relevant for the intended audience. Other ways to improve your bounce rate
include getting rid of popup ads, working on improving the ranking of your
website, reducing external links, and building a clear navigation path through
your website. Overall, the more you
understand the factors affecting your bounce rate, the better you can utilize
the bounce rate to improve your website and user experience.
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