A high bounce rate indicates that visitors landing on the site are not truly interested, or they do not find what they are looking for.
In practice, it is a metric concerning the monitoring of a website's performance.
To reduce the bounce rate it's important to make changes to the site in order to:
- achieve an increase in more targeted users;
- achieve good organization of content so that users find what they were searching for;
- achieve a more attractive look.
In Google Analytics, the bounce rate is a session that sends a single request to the server, meaning: a user opens a single page on the site and exits without triggering any other requests to the server during the session.
How to Measure Bounce Rate
The bounce rate is a session that involves only one page of the website.
This is measured by the so-called “ratio of single-page sessions" .
They are divided by all the sessions in terms of percentage on a website, where users only view one page and trigger just one request to the Analytics server”.
To be clear, the bounce rate does not measure the time a user spends on a page, but rather only when the user enters the site, registers no activity, and leaves.
Furthermore, to understand if the Bounce Rate is too high, it's important to consider the nature and characteristics of the project: websites, blogs and e-commerce sites have different average bounce rates among them, which are related to their specific purposes.
How to Reduce Bounce Rate
There are several ways to reduce bounce rate, including:
- Analyze Your Content: review your pages with the highest bounce rates from a visitor's perspective, so as to modify and improve them;
- Offer Additional Content or Calls to Action: revisit your content and look for effective ways to add links to content, such as follow-ups or related blog posts and articles;
- Reduce Loading Time: in most cases, users leave a website because it is very slow to load, try to speed up the website's performance. Nobody likes to wait, right?
- Review Navigation, Popups, and Images: take a look at other elements on pages where your bounce rate is high: large pop-ups, images that take a long time to load and try to improve the site for a lower bounce rate.
Try to put yourself in the shoes of the visitor and ask yourself what could be annoying or a source of distraction, disappointing or out of place? Make any changes to your site to fix the issue!
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