Is your bounce rate too high?

Updated: Jun 16, 2020

Do you know your bounce rate? Do you check it regularly? Do you even know what bounce rate means?

Bounce rate is the percentage of people that leave your website after visiting only one page, so that includes all the people that are not tempted to visit other pages on your website other than the one they have landed on. Therefore high bounce rate = bad; low bounce rate = good.

This means that your focus should be on designing pages that encourage your visitors to keep browsing your website, and you should pay particular attention to those pages they are more likely to see first, like your home page or a landing page.

Let's see what causes people to 'bounce' and how to prevent it.

Your website is too slow

We all know how frustrating it is to wait for a web page to load. Make sure you're doing everything you can to accelerate load time. Compress your images, limit the use of plugins, third party apps and slide shows, and generally keep the pages as uncluttered as possible.

The content is not relevant

If you haven't used the correct title and meta descriptions for your pages your visitors will land on your website expecting different content and leave in frustration. Make sure your titles and descriptions are always on point.

The content is boring or low quality

If your content is not interesting or not updated visitors will not be tempted to stay and visit other pages. Update your content regularly and pay attention to what you're putting out there, write good copy and choose catching images.

Visitors are getting lost

Bad UX will put people off. Is it easy to find information? Is the menu clear? Are there too many pop ups and buttons? Does the website have a clear structure? User experience is as important as content - create an easy to navigate website.

Don't forget about mobile

A lot of people browse the internet from their phones - don't forget to optimise your website for mobile viewing.

The exception: self sufficient pages

Sometimes it's not a bad thing if your visitors are leaving after visiting only one page: it may mean that they've landed on the right page and found everything they needed. When you check your analytics, you should look into which pages have a high bounce rate and decide whether this is an issue or not.

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