For many businesses, maintaining low bounce rates for their websites is always the norm of an ordinary workday. Managers and web owners are right to obsess about bounce rates. Lack of in-depth insight into bounce rate as a metric for measuring the performance of your website can spell doom for your business.
In this article, we will have a look at the nitty-gritty of bounce rates. It will dissect the guidelines of auditing rates and the enhancements you can put in place to better your website’s engagement capabilities.
What Is Bounce Rate?
The common answer will be the act of a user accessing a specific page of a site and immediately leaving without executing any actions.
However, it is not as straightforward as portrayed.
How to Calculate Bounce Rates
To understand bounce rate as a Google Analytics tool for analysing your website’s engagement capacity, it is essential to understand the following bounce rate calculations.
- Segmented Bounce Rate: The aggregate of bounces on all the pages of a particular segment (selection of pages) on a website within a specific timeframe over the cumulative visits on every page in that segment of the website within that same period.
- Page Level Bounce Rate: Total number of bounces on a single session a definite period over the aggregate visits (first pageview hit) of that session within the same period.
- Site-Wide Bounce Rate: the cumulative number of bounces on every page in the site with a specific timespan divided by the aggregate of visits on every page in the website during a specific period.
The calculations point out two things: When a visitor accessed your website’s homepage and exited the page without executing any action, it warrants to be categorised as 100% bounce for that session. And, when a user accessed the third or the fourth page of your website, the bounce rate will be 0%.
The analyses help put bounce rate into context on a detailed level.
Dissecting Bounce Rates
There are several ways apart from accessing the third or fourth pages of a site you can use to lower bounce rates.
The first one is you might have by setting up Google Analytics to categorise every Event launched to be Interaction. Hence, it lowers your site’s bounce rates even without landing on the fourth or third page.
This experience is called adjusted bounce rates. It is the inbuilt setting on your website that controls how Google Analytics manage Interactions.
Let me put it into context. You can setup elements of your page such as voice notes like events. This act helps Google Analytics to categorise sessions where users access a page and exit without executing any other action as an Interaction.
The significance of Traffic Sources to Bounce Rate
The source of traffic can have a significant effect on your bounce rates.
For instance, SEO traffic will generate low bounce rates as compared to social network traffic.
Thus, it is important to gauge the performance of your site from a channel capacity and individual page capacity.
High Bounce Is Not Bad
Imagine searching for cinema listings for a movie on a website. You spend so much time on the site’s pages in a bid to find the screening time and buy tickets. However, during all this time the cinema’s website will be achieving 0% bounce rates while you are suffering.
The cinema company will enjoy unprecedented improvement considering every business’ aim these days is to portray a positive picture about their website’s bounce rates. To the ordinary clients, online platforms’ business acumen and reliability are always determined by their bounce rates. Therefore, while the client is busy trying to navigate the stuffed page in search of a specific product, the company is boosting their brand on the face of their prospective customers.
Established cinema companies organise their websites with straightforward icons that help customers find what they want fast so they can watch a movie. A client uses ten to thirty seconds tops on the website. Both parties have benefited, and still, the bounce rate was high.
The misconception about low bounce rates being good is evident from this example.
Google does not even use bounce rates to grade websites on search results.
Google only employs the engagement metric in their systems to rank websites on search results.
Bounce Rate Analysis
Bounce rate audit helps web owners understand the problem plaguing their site and how to improve the website’s bounce rate standings.
The guidelines below are essential for conducting bounce rate audit.
- Time Your Audit
Examine your website’s bounce rates for a particular time of day. Probe the different time segments that your website experience traffics to pinpoint the period with the highest bounce rates.
Google Analytics helps you solve this problem.
- Benchmark Against your competition
Navigate to GA to find the channels option. On this field select the vertical and evaluate the period of choice.
GA will generate the performance of your various platforms so that you can be provided with the necessary data to inform your decision concerning improvements.
- Analyse the Bounces using Channels
The data generated contain your website’s bounce rate results measured against other GA accounts in your target market.
- Analyse Bounce Rates by page
GA helps website owners compare the performance of their various pages on a single tab.
The data contain substantial data to help determine the type of material that generate the highest and lowest levels of engaged visits.
On each of the channels, repeat the above processes. It will assist you to have an in-depth insight on which source combination or content that attract the highest traffic.
How to Enhance Website Engagement
The problems that are affecting your website’s interaction with your users are known to you at this stage. The improvements below will change how your clients engage with your website henceforth.
- Enhancement of user experience and design of your website
- Optimised conversion rates
- Enhanced call to action
- Skilled copyrighting
- Developing exquisite content
- Advertise new offers
- Enhance page speed
- Invest more in targeted advertising
- Reevaluate your keyword targeting on search engines
- Harmonise targeting and landing page message
- Target leads on marketing platforms with low bounce percentages
- Eliminate from your pages websites that promote high bounce rates
- Mask some events as interactions so that elements on your page like playing are not categorised as a bounce.
At this point, you must be well-versed with low and high bounce rates and what they mean. The concept in its entirety can be confusing at face value.
We invite you to check out this SEO guide which we are sure will clarify many of your doubts.