Since businesses have started going online, the stakes of customer visits to websites have grown considerably. Trust Google to chug out Google Analytics which helps you track how many people visited your page, how long they stayed, where they came from and possibly their choice of jam flavor.
An important metric here is the Bounce Rate.
It is the percentage of single page visits to a website. You take the number of single page visits and divide it by the total page visits for bounce rate. It indicates how many users are leaving after a single interaction with your website. The single interaction is not limited to page visits, it could be events or transactions. But page visits are the most common type of interactions.
If the bounce rate of your home page is 60%, it indicates that 40% of the visitors move on to other pages on your website. Keeping them hooked to your website is important to convert them into buyers/subscribers.
What is a good bounce rate?
While it’s best to view your bounce rate in the context of your business and website design, bounce rate between 25-40% is considered excellent. The average bounce rates are 40-55%. 56% onwards you must start optimizing your website to reduce bounce rates.
However, in some cases 56-70% bounce rate is optimal. For example, if the webpage for which the bounce rate is calculated is an event invite and there are no further pages to visit or if it’s a midway page to an ecommerce site.
What can you learn from the bounce rate?
Arrange the basic bounce rates of pages in increasing order and you can immediately see:
- The pages with decent number of visits but lowest bounce rate. These web pages should have links to other parts of your website so that the user stays connected with you. If it’s a blog, check out why it’s holding strong compared to the other pages.
- Check the bounce rates of the pages with highest volumes of page visits. These are the pages to be targeted for optimization. Try to improve conversions and reduce the bounce rate with overall content and webpage revamp.
- Check out the sources of traffic to your website and see which ones are associated with high bounce rate. You would know which partner is bringing you the perfect audience and what strategy is driving committed users towards you. It also helps you find the right target audience niche that are guaranteed to convert. It also helps you pan out a marketing strategy using the right traffic sources.
- You can correlate keywords to bounce rate. Check which keywords bring the most amount of traffic to pages with low bounce rate. This means the search terms are leading the user exactly where they want to go. You can focus on these keywords in the rest of your content as well.