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How to Fix Your Bounce Rate (Hint: It Has Nothing to Do With a Rubber Ball!)

bounce rateWhen you’re not talking about marketing, “bounce” brings back memories of a lot of fun things you did as a kid—jumping around in an inflatable bounce house or playing a game of jacks or dribbling a basketball or tossing a small pink ball against a wall. But “bounce rate” is a whole lot less fun and a lot more confusing when it comes to website analytics.

What is website bounce rate…what’s good and what’s not?

Okay, let’s get this out of the way. Bounce rate is the percentage of single page visits (or web sessions). It’s the number of visits in which a person leaves your website from the landing page without browsing any further. If you  want to know what your bounce rate is, Google analytics calculates and reports the bounce rate of a web page and bounce rate of a website.

A high bounce rate may or may not be a good thing. According to Google, “If the success of your site depends on users viewing more than one page, then, yes, a high bounce rate is bad… On the other hand, if you have a single-page site like a blog, or offer other types of content for which single-page sessions are expected, then a high bounce rate is perfectly normal.”

Google recommends that you examine your bounce rate from different perspectives. For example, you should look at:

  • The Audience Overview report provides the overall bounce rate for your site.
  • The Channels report provides the bounce rate for each channel grouping.
  • The All Traffic report provides the bounce rate for each source/medium pair.
  • The All Pages report provides the bounce rate for individual pages.

8 wonderful ways to fix your bounce rate

In general, a high bounce rate might indicate that the page is irrelevant or confusing to site visitors. But don’t jump in and delete a page or redesign it until you look at all your metrics and test different solutions to lowering your bounce rate, which can include these 8 proven tips:

  1. Ensure that your website is mobile-friendly. There are nowmore searches and traffic coming from mobile devices than desktops. That makes it essential to provide an interactive, user-friendly, mobile-ready experience.
  2. Make sure your site is engaging. For example, video can explain complex topics more concisely than text. In fact, 4X as many customers would rather watch a video about a product than read about it. And keep them short and sweet. Plus, keep content friendly and easy to understand.
  3. Keep your site visually appealing.Look at fonts, stock images, and use of color. Never underestimate the power of an attractive, easy-on-the-eyes website compared to a cluttered eye-sore. You might want to check out Solamar posts on menus, why you should hire a web design pro, making your website work harder, and ways to keep people coming back to your website.
  4. Make it easy to use.Maybe your site is confusing to visitors. Perhaps, users are not visiting more pages because they can’t find them. Improve your layout, user experience, malfunctioning buttons, and page errors.
  5. Ensure that it meets user expectations.Your users have to easily find what you’ve promised, and it has to be located from the page they landed on. Users lack the motivation or time to scour every page you have.
  6. Help guarantee that the people coming to your website are the right people.The type of person viewing the page is just as important—if not more so—than the page itself. If people are bouncing, it may be because they arrived based on a false or misunderstood promise. This is traffic you can’t really optimize, because they are going to bounce regardless. To avoid this, be sure your ads, keywords, and meta-descriptions accurately represent your product or service and align with your site’s brand and mission.
  7. Add more links to pages on your website. Think about other pages that people interested in that piece of content will want to see, and link to them throughout the site (Example: If you like product or service A, then you might also like product or service B.)
  8. Make sure you have a clear, compelling call to action (CTA)…and not too many of them. Users arrive to your site one way or another, and simply don’t know where to go next—the shopping cart is nowhere to be found, it’s not clear how to subscribe to your blog, etc. Whatever the activity you’ve designated as conversion, if the user has no idea what you want them to do, there is a huge problem. Too many CTAs can also be a problem. People get confused when you give them too many options—buttons and links are everywhere—and the users have no idea which one will deliver whatever it is he or she is looking for. They’ll do nothing on your site and leave.

Need a little help with fixing your bounce rate? Just give us a shout! Solamar has the pros who understand the ins and outs of Google Analytics and can provide the solutions to what’s ailing your website.