Bounce Rate As A Criterion For Site Quality. As one of the criteria for assessing the quality of sites in web design, as well as Internet marketing, the so-called bounce rate is used. This indicator demonstrates the proportion of site visitors who viewed in 1 session no more than 1 page. If the bounce rate on the site is high, then this is considered a serious minus to the reputation of the site.
The bounce rate on the site is not a universal value, in each case, the same bounce rate can be regarded as high or low. In addition, there are sites where visitors from the first page find information of interest to them, and therefore do not browse more than 1 page. In this case, the bounce rate is high, but this does not mean poor site quality.
The Bounce Rate Should Be Evaluated Differently.
For different types of sites, the bounce rate should be evaluated differently. For example, for online stores, the lowest possible bounce rate is considered good, because if visitors immediately leave the online store, this may indicate that visitors do not find the desired information about the products presented or that they do not understand how to place an order. At the same time, an online store loses potential buyers and works with incomplete efficiency.
For Internet portals, the average failure rate is considered optimal, because, on the one hand, this type of site assumes that the target visitor is interested in a long study of the information provided, and on the other hand, by visiting only 1 page, the visitor can already be satisfied the result and then he has no more reasons to stay on the site.
Are there any types of sites for which a sufficiently high bounce rate is acceptable? Yes, there are such types of sites. These are usually information sites on which visitors immediately receive information on issues of interest to them, or these are commercial representative sites on which visitors are usually interested in either price for services/goods or contact information. In these cases, visitors are satisfied with the result of their visit to the site, so a high rate is not evidence of poor-quality pages on the site.
Traditionally, the main factor leading to the appearance of a high bounce rate on a site is considered to be flaws in the design of the site or navigation on it. Also, the reason for the high bounce rate may be the lack of information on the pages of the site that visitors expect to find when they visit the site. Sometimes an increase in the bounce rate also provokes the wrong choice of traffic sources for the site.
Two Ways To Reduce Bounce Rate.
If your site’s bounce rate is too high, you need to deal with it. There are two main ways you can help reduce your bounce rate. The first way involves working directly on the site, the second – working on external factors for optimizing the site.
So, inside the site, you can change or optimize the landing pages of the site. If the landing pages of the site are not selected correctly or if they are not optimized for effective interaction with visitors, it is not surprising that the bounce rate on the site can be quite high. To correct the situation, it is worth analyzing the landing pages and determining whether they contain the information that website visitors are looking for, whether they have a structure that is understandable from the point of view of visitors. Having identified the “weaknesses” of the site pages, these “weaknesses” should be eliminated.
If we talk about the optimization of external factors affecting the failure rate, then we can generally change the “vector” of site promotion. Quite often, the appearance of a high bounce rate on a site is caused by an initially improperly chosen direction in site promotion. In this case, the visitors attracted as a result of promotion appear to be inappropriate for the site, which means they will not spend much time on the site pages. A detailed analysis of the website’s traffic sources, as well as the settings used to promote advertising campaigns, will help to identify the direction of website promotion that provokes high “failures”.