What Is “Bounce Rate” And How Does It Affect the SEO Of Your Website

how does bounce rate affect seo of singapore website

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.

Bounce rate is a metric measured as the percentage of users who land on a page and leave without visiting another page. A high bounce rate indicates that you were not able to convince visitors to star and act on a CTA to visit another page or make a purchase. 

A visitor can bounce from your website by clicking on an embedded link, typing a new URL, closing the open tab or window, or the session has timed out. Here is a general rule of thumb to help you figure out the acceptable bounce rate:

  • Over 80% is bad
  • Between 70 and 80% is poor
  • Between 50 and 70% is average
  • Between 30 and 50% is excellent

However, some websites report a bounce rate of 20% and below, which shows that there could be a tracking error. This could be due to incorrect implementation of events tracking, third-party add-ons such as live chat plugins, and duplicate analytics code.

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.

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.

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.  

Misconceptions About High Bounce Rate

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 its systems to rank websites on search results.

How Bounce Rate Relates to Other SEO Factors

This is a challenging topic to address, but the most important thing to remember is that it does not matter whether Google is tracking your bounce rate and changing your SERP ranking. What matters is how customers are engaging with the content on your site as well as how it is indirectly affecting the SEO factors Google cares about for better SERP ranking. There is a direct relation between user satisfaction and SERP rankings

Here are SEO problems that affect a website’s bounce rate:

  • Low-Quality Web Design

If your website does not make an impression on the user, the chances are that they will skim the page and move on to another website. This creates a bounce.

  • Slow Page Loading Speed

There is a direct relation between page loading speed and bounce rates. This means that if the landing page takes too long to load, then you will have many users visiting a single page.  

  • Non-Responsive Website

The mistake of failing to optimise your website for use on a variety of devices will lower engagement and interaction. For example, any website that takes longer than 3.3 seconds especially on mobile will have a bounce rate of 20% or higher. 

  • A Mismatch Between Keywords and the Content

Keywords are central to getting organic search to your website. However, there is nothing worse than having keywords that lead to completely different content. Inevitably, this will increase usability and engagement on your website. 

  • Writing for Search Engine Scanners

It can be daunting when you pour in much time into writing content and then find out that readers do not appreciate it enough to read every word. Most time, they are scanning it, and many will leave if you have extremely long paragraphs. 

This creates poor readability. However, you can fix this issue by doing the following:

  • Have paragraphs that are no longer than 5 lines
  • Use between 3 and 5 sentences in your paragraphs
  • Use bullets whenever possible, especially when you are referring to more than 2 things
  • Break the content with sub-headings and images
  • Avoid the use of jargon
  • Break long sentences
  • Inappropriate Pop-Ups

Pop-ups are one of the best ways to encourage subscriptions but they could be contributing to a high bounce rate. You could try to optimise the pop-ups to increase engagement and interaction. However, if the rate does not drop, there are two interpretations:

  • Your audience does not like pop-ups
  • You are not offering value with your pop-ups

However, you can fix these SEO and website design. For instance, you could optimise the pop-up to appear after the visitors have been on the website for a while. 

  • Lack of Clear CTAs

There are chances that 80% of your traffic is going to the inner pages of your website, and not accessing the landing pages and homepages. The lack of clear CTAs on these pages will create a bounce since there is no clarity on what the user should do. 

This means that you need CTAs on every page, and this turns them into landing pages that can convert or direct the visitors to other pages. However, you will need to direct them to the CTAs with valuable content.

  • Poor Navigation

This is a problem associated with Singapore website design and it is a major deal-breaker. You ought to use the common design element placement for your site navigation. For example, users expect certain elements in specific areas of the website such as the location of the signup or login buttons. 

Moreover, the logo should be linked to your homepage and to have footers on every page with links to other pages on the site. Ideally, seamless navigation links show the visitors where to click. This will improve website engagement. 

  • You Have a Single-Page Site

Single page websites are an increasing Singapore web design trend. They pack all the information on a single page and this reduces the number of clicks required to access the content.

By changing a few things on your Singapore SEO strategy, you could increase engagement. The first thing is to make the website mobile friendly and that it has a fast loading speed. You could also refine how the traffic flow to your page or adjust the stream of traffic to your website. 

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.

  1. Enhancement of user experience and design of your website
  2. Optimised conversion rates
  3. Enhanced call to action
  4. Skilled copyrighting
  5. Developing exquisite content
  6. Advertise new offers
  7. Enhance page speed
  8. Invest more in targeted advertising
  9. Reevaluate your keyword targeting on search engines
  10. Harmonise targeting and landing page message
  11. Target leads on marketing platforms with low bounce percentages
  12. Eliminate from your pages websites that promote high bounce rates
  13. Mask some events as interactions so that elements on your page like playing are not categorised as a bounce.

Lowering Bounce Rates

There are several ways to lower bounce rates.

In this section, we will walk you through the various ways that you can minimise bounce rate and improve engagement and conversion rates:

  • Improve the User Experience 

Bounce rates come as a result of unsatisfied customers. Unfortunately, a small thing could irk your customer and you could lose them for life. Good user experience is when the visitor finds the website not only easy to use but also engaging. 

To improve the user experience, ensure that you create a website that is accessible and easy to use by each one of your target audience. This calls for you to observe user behaviour and what sways their decisions to minimise bounce rate.

  • Optimise the Placement of Your CTAs

It only takes a couple of seconds for a user to make up their mind whether they like a website or not. In most cases, a simple glance at the visible section of the website without scrolling will differ from one device to the other. 

Ideally, the section should describe what your website is offering in the least amount of words possible and a visible call to action. You ought to make the CTA clear and honest. Most brands mislead the visitors and this creates a poor user experience leading to poor engagement and low conversions.

  • Improve Website Loading Speed

To reduce bounce rate, you should optimise your website to load as quickly as possible. With most traffic today being from mobile devices, the ideal loading speed should be 3.3 seconds or less. You do not want to have long periods where the users are staring at a blank page.

Fortunately, there are various tools that you can use to optimise the loading speed of every page. Statistics show that with every second of delay, you lose approximately 7% of sales, a 16% decrease in customer satisfaction and 11% fewer page views.

Here are several ways that you can optimise your page loading speed:

  • Optimise your images
  • Always use a content delivery network (CDN)
  • Add better website caching
  • Switch to a faster website hosting provider

This is a guaranteed way of minimising bounce rate and reducing Singapore website digital marketing costs. 

  • A/B Testing and Using Targeted Landing Pages

The only way of knowing whether the CTAs, headlines and other design elements are working is by doing A/B testing. You should use different content strategies for every page and by running A/B split tests to see how they perform. 

Moreover, you could also target different audiences, keywords, regions, and create numerous landing pages. If you have users from all over the world, ensure to optimise the website to detect the user’s location and show them the localised landing page. 

This will include optimising the pages to show the content in the user’s local language, cultural background, and currency. You will then be in a position to improve user experience.

  • Incorporate Videos

Videos have become one of the best ways of engaging and grabbing the attention of the user. They have even surpassed images and text. With that said, how can you best incorporate videos in your website to maximise conversions and minimise bounce rate?

Here is how to go about it:

  • Using a full-screen video as your website background
  • Place the video next to a CTA

You can use different forms of persuasion tools such as music, narration, animations, colours and more. You could use a Singapore website digital marketing expert to create an effective video presentation. 

However, there is a catch to this strategy. Ensure that the video and the persuasion tools are not heavy such that they increase the page loading time, which will lead to poor user experience. 

  • Use High-Quality Images

As with video, images can also help in capturing the user’s attention and reduce bounce rate. A few years ago, it was the norm to use minimalistic layouts with a white background. However, this has changed and there is an increase in the use of high-quality images on the landing pages. 

You can find several websites that provide royalty-free images. You can use the images as parallax backgrounds, inline images next to your CTAs, background slides, as well as full-screen backgrounds. However, ensure that they are light to avoid increasing the time it takes for your website to load. 

  • Have a Consistent Content Strategy

Some digital marketing experts advocate for experimenting with different content strategies. However, a consistent strategy will always work best but you need to carry out A/B testing to get the ideal strategy for your website. 

Better yet, a content plan can help you use different content strategies at the same time. This should only be used if you have something that will engage the users and minimise bounce rate. 

  • Show Your Credibility

Visitors will leave your site if they establish that you are not a credible source of information. Customers today carefully examine an offer before deciding on whether to make a purchase or not. After the initial assessment of your service or product, the user will look around the page to assess the credibility of your content.

You can show credibility by:

  • Displaying user reviews, endorsements, partners, awards, quality scores, certifications, and industry affiliations
  • Making your website secure and displaying safety seals

This will go towards building trust and it will get the users comfortable in entering their personal information and credit card details for purchase. Moreover, ensure to invest in link building as a way to increase your website authority.

  • Invest in a Proper Web Design

There are plenty of web design services in Singapore that you can use to help you deal with your site’s bounce rate. Bounce rate is a critical factor that Google bots use to rank your website. To understand how to take full advantage of the many web design services in Singapore, you need to understand bounce rate in detail.

Bounce rate is the percentage of individuals who land on your site page and immediately leave without performing any action. The single-page sessions are divided by all sessions and then multiplied by a hundred to get the bounce rate percentage.

Several web traffic analysis tools can help you find out your site’s bounce rate.

There are several web traffic analysis tools that can help you find out your site’s bounce rate. Google Analytics is by far the most popular. The standard version is free, but there is also a premium version known as Google Analytics 360.

It is nearly impossible for your website not to have a bounce rate because many times people click on site links without knowing the information contained on the website. An excellent bounce ranges between 26 to 40% while an average bounce rate ranges between 41 to 55 percent.

A high bounce rate can have detrimental effects on your rank on search engines. A high bounce rate means that the content on your site is not useful or relevant and your website should thus not be presented to people who are searching for certain terms.

It is challenging trying to reduce the bounce rate on your own. Many businesses hire web designers to help them do this so that they can concentrate on other critical aspects of the company.

Ways Web Design Services in Singapore can Help Your Website

  • Mobile Responsiveness

The overwhelming majority of Singaporeans access the internet through their phones.

The overwhelming majority of Singaporeans access the internet through their phones. According to the Singapore Business Review, a whopping 91% use smartphones to access the internet while 71% use laptops or desktops, and 42% use their tablets.

Optimizing your website for mobile is vital. Optimizing a site will ensure that the pages load faster, the page fits on your mobile screen, and the text is big enough to make scanning easy.

The web designer can also optimize your website for tablets to ensure that you appeal to 42% of the market using tablets.

Improving the user experience for potential clients increases the chances of them stick with your business.

  • Site Navigation

Your clients need to be able to find the items they are looking for easily. This can be done by using large, high-resolution pictures that are correctly described.

Incorporating a search bar on the website is crucial in case you are selling many items. The home page should also have several sub-categories that will easily guide the users to their destination.

Lastly, the online purchasing process should be secure and simple. You do not want a situation where clients are unsure about sharing financial information with you yet you are an e-commerce business.

  • Content Readability

Potential clients want to be able to scan through your website and find out what the business is selling or the type of information it has. They can do this only if the site has high readability.

A site’s readability can be improved by having short sentences and paragraphs that use simple language. No jargon should be used on the site.

  • Useful and Relevant Content

You have probably heard the phrase content is king. The phrase came about after Google made a series of changes to their ranking algorithm to have relevant results on the first page of Google search.

Ten years ago it was possible to rank high on search results for using the right keywords even if the content added no value to consumers. Nowadays, it is difficult because your site’s bounce rate will show that your content is irrelevant.

Web design services in Singapore keep up with these algorithm changes. They will advise you on the right type of content to have on your website.

  • Popups

The Daily Egg statistics show that 70% of people hate popups on websites. They hate them so much they put them in the same category as online lottery scams.

The reason your site has such a high bounce rate could be that the users are bombarded with many annoying popups immediately your site loads.

These services can help you find out if you have these popups and remove them for you.

  • Meta Description

The meta description is the piece of content below a site’s link on Google search that gives more information about the page. It is usually 155 characters  in length.

A good meta description with the right keywords will convince users to click on the link. These users are more likely to stay on your page longer and even click through other pages on your website as they already know what type of information to expect.

Many businesses do not know or ignore the importance of the meta description. Some use it but use more than 155 characters leading to crucial information being cut out.

Web design services in Singapore know all about meta descriptions. They will help you reduce your site’s bounce rate by using powerful descriptions.

  • Internal Linking

Internal linking refers to the practice of using links of your site’s other pages on the content in the landing pages you have used to market your website.

web design services in Singapore

The users land on a page, and then easily click on a link that directs them to another page on your website. This ensures that the session is not counted as a bounce. More importantly, by directing the potential customer to other relevant pages on your website, you get more chance of motivating him or her to buy from you. 

  • A Great Design

The aesthetic appeal of your site is extremely pertinent. An exciting home page will make the readers scroll through the other pages to find out what other interesting things your website has.

A great design is likely to cost you more, but it will ensure that your readers stick to your website for longer. This makes clicking on a compelling call-to-action more probable.

Effective Tips Every Website Should Use When Designing a Homepage

Website design teams often spend a lot of time and effort in designing a homepage. This is because the homepage is typically consideres the most important page on the site. This claim makes sense as it is the first page that viewers will see when the site loads and thus designing a homepage that immediately captures the attention of your visitors is vital.

An excellent site homepage puts you in a unique position to achieve your site objectives. The objectives of your site can be to increase awareness, generate more leads, generate more sales, or to increase content consumption. You need to make an exceptional first impression regardless of the site objectives.

There are several homepage design tips you can use to impress your site visitors and motivate them to do business with you. 

  • Use a Clear and Captivating Headline

The headline on your site is the text that tells visitors what your site is all about. It is usually 6 to 12 words and in large font to make it more visible. Some studies  have shown that up to 80% of people browse the next pages on your site based on how interesting the headline was.

A fantastic headline is one that is not vague and tells the visitors what the site promises within a few seconds.

  • Test the Homepage Design on Mobile

91% of Singaporeans use smartphones to access the internet. This is a crucial statistic to keep in mind when designing a homepage because the homepage of a site looks different on a desktop and a smartphone due to the differences in the size of the screen.

Your site should be optimized for mobile to ensure that the images come out clear and the texts legible.

  • Embrace Whitespace

Whitespace makes your homepage appear less cluttered and improves the readability of the text. As a result, your site visitors will be able to find the information they are searching for quickly.

This directly benefits your search engine optimization efforts as it reduces the bounce rate.

designing a homepage

  • Include the Search Function

A lot of site owners create content every day. This makes finding a specific piece of content on the site difficult.

A search function enables users to search for products/content that they want quickly. Potential clients expect to find the search function on the top right-hand corner of your site.

  • Navigation Bar and Visual Cues

Your site visitors need your help exploring the other areas of your site. An identifiable navigation bar enables them to do this. Placing the navigation bar on the top left corner makes it easier to find as this is where users expect it to be.

Using arrows as visual cues to point to essential steps users should take to explore other pages of the site is also vital.

  • Add Social Proof

According to hashmeta, social media penetration in Singapore stands at 85%. The most popular social network is WhatsApp closely followed by YouTube and Facebook. Instagram is fourth.

Having a presence on these sites is critical because it shows that you care about the platforms your clients spend most of their time on and you are willing to join the platforms to serve them better.

Displaying this proof on your homepage passes the message that you are on the various social media sites. However, social media icons should be placed at the bottom of your homepage.

  • Use Original Photos

The days of getting away with using stock photos when designing a homepage are long gone. Nowadays, clients expect original images. Original photos enhance the brand image by showing that you value authenticity.

Schedule a photo shoot to get original photos to use on your site. This is even more critical if you intend to use a picture of a product. The product a client sees on your Singapore website should be the same product he/she receives after making an order. The website design team should make sure that this requirement is met before the site goes live.

  • Use a Balanced Colour Scheme

Singaporeans view colours differently. Men are drawn to black as it indicates power and luxury while women are fascinated by pink and purple as they communicate femininity, class, and beauty. Age also affects the colour choice as people are more likely to change their preference with age.

Therefore, a business that caters to a specific age or gender needs to research the colour that will have the most impact.

  • Make the Call-to-Action Compelling and Conspicuous

Increasing the visibility of your call-to-action is a good business practice. You can do this by contrasting the colour of your call-to-action button with the background colour.

Red is typically used on the call-to-action button as it communicates a sense of urgency. Orange can also be used as it denotes enthusiasm.

  • Font Type

The font type is a superb attention arsenal and the most subtle way of showing your company culture. A traditional font communicates a conservative company culture while a modern font can indicate a relaxed company culture.

If both categories of fonts are utilized well, they will draw the attention of the visitor and lead them to the other site pages.

  • Feature a Video

Many website designers typically tell site owners not to include videos on their sites as it can significantly reduce the loading speed. While this is true, you can optimize the videos when designing a homepage to make your loading speed fast.

You can optimize videos by using data compression tools, streaming directly from the server, specifying the video size, and using a content delivery network (CDN).

Remember that Singaporeans watch an average of 2 hours of online video per day and that there are 4 million YouTube users in Singapore. These two facts coupled with high internet speeds – the highest fixed broadband speed in the world – make video content ideal for your site.

  • Constantly Update

get google ranking ad

A visually appealing and useful homepage today may not have the same effect in a few months; client’s taste and preferences change with time. Updating your design often ensures that the old designs are binned to make way for fresh designs.

Conclusion

We hope that you have found several ways you can use to minimise bounce rate and maximise conversions for your Singapore website. However, optimising your website to reduce bounce rate is a never-ending process.

Moreover, assessing the changing demographics of your end-user should be central to your Singapore website digital marketing campaign. Contact us for professional digital marketing and website design services in Singapore today.

Author Bio

Tom Koh is widely recognised as a leading SEO consultant in Asia who has worked to transform the online visibility of the leading organisations such as SingTel, Capitaland, Maybank, P&G, WWF, etc. Recently he was instrumental in consulting for a New York-based US$30B fund in an US$4Bn acquisition. Tom is a Computational Science graduate of the National University of Singapore. In his free time he performs pro-bono community work and traveling.
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November 30, 2018

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