Bounce rate is a term used in web traffic analysis. This represents the percentage of visitors who enter the website and leave or bounce off without taking any other action such as clicking a link, filling out a form or engaging with any content on the webpage.
Bounce rate is a metric used to measure “stickiness”. This means that a well constructed website will encourage its users to continue their visit deeper into the website. This metric is presented as a percentage (%).
Bounce rate is calculated as the number of visits that access only a single page divided by the total number of visits to the website.
Bounce rate (%) = Number of visits that access only a single page ÷ Total number of visits to the website
For example: If a webpage receives 10,000 visitors during the course of a month, and 5000 of those visitors leave(bounce) without interacting with the webpage then the bounce rate would be 500%
Bounce rate is also an important ranking factor for Google as it has an effect on your website ranking in the first page of the Google search results.
Assessing bounce rate is important because when a bounce occurs that means the user/visitor did not convert. Stopping a user/visitor from transitioning off your website without other interactions allows you to increase conversions.
Bounce rate is also indicative of multiple issues such as technical SEO (slower page load times) or content of the website, copywriting or page layout and more. However, bounce rates should be open to interpretation based on the objectives of the webpage.
For example: It is an alarming situation if you have a high bounce rate on the homepage of your website. But, if the webpage is a single page like a blog, then high bounce rates are normal. This is because the visitor is only expected to visit that single blog page.
Before looking for ways to reduce bounce rates, run a complete web analysis to understand what are the problem areas your website faces.
Analytics: Google Analytics counts a visitor as “bounce” even if they spend time interacting with the webpage but leave without visiting other pages on the website. A work around for this is to generate virtual pageviews in Google Analytics to create your specific definition of bounce rate.
Also looking at the different traffic sources of your visitors is a good idea. If you have a ton of organic visitors who find your web page relevant might end up spending a considerable amount of time on it which results in low bounce rate and high conversion rates.
Content: The best way to reduce your bounce rate is to create content that is relevant to your audience and visitors. Spend enough time to identify what kind of content engages with your visitors and create your web pages in a fashion that is designed to keep the visitor engaged and active on the web pages.
Website UI & UX: Apart from creating engaging content, you can work on improving activities such as the quality of the graphics on the web page , implementing good color contrast and changing the font size and spacing so that the text is more easily readable, and improving the CTAs on the page and more.
Marketing Campaigns: Looking through your different sources of traffic (direct, organic, referral, social and paid) is a good idea which will help determine which type of traffic source has low bounce rates. Dig deeper to identify which marketing campaigns are helping to reduce bounce rates and which are increasing the bounce rates. With this you can tweak your campaigns accordingly to yield better results to reduce bounce rates.