A lot of people are confused with the term “bounce rate” of the website. What would happen when a visitor arrives at your business website? The visitor could be looking for valuable information on your web pages or may access your website for getting the phone number or email address. There are chances that the visitor may leave your website once such information is collected. Another reason for the visitor to leave the site could be that he/she cannot find relevant information. If the content on your website does not satisfy the users, they are likely to leave the website, leading to a higher bounce rate.
Every website aims to keep the bounce rate as low as possible. Website owners and developers want the visitors to stay on their website for a longer time and visit more pages in a single visit. Some website owners may feel happy to see a 0% bounce rate. Well, this is not actually a good sign. A 0% bounce rate is unrealistic, especially if you perform SEO, online marketing, and digital marketing for your website. Any form of online marketing can result in the bounce rate going up.
Bounce Rate = The Percentage of single page visits each time a visitor leaves your website.
Worried about a higher bounce rate? A bounce rate higher than 60% may be considered to be a bad bounce rate for Google Analytics. A greater bounce rate means that your website gets a lot of irrelevant traffic. In other words, your website does not get relevant visitors who may be interested to buy your products or services. You could be putting in your marketing efforts in the wrong direction and you may not be able to generate the desired ROI. When the visitors are not relevant to your business, it would affect your conversion rates and profits. Even if your website bounce rate is 20% or even below, it could be bad by having an adverse effect on your conversion rates.
While analyzing some specific page’s performance on Google Analytics: Behavior > Site Content > All Pages, You may have seen a 0% bounce rate.
Factors That Determine The Bounce Rate Of Your Website:
- Type of website
- User behavior
- Type of content
- Visitor type
How Can A Website Has A 0% Bounce Rate?
If we talk about Google Analytics, a landing page is the first page on your website. If user came to one site and was scrolling around the homepage for 15 minutes, stepped away to check mail, and then came back to click on another page… Google counted it as a bounce.
Single Page Sessions
If the user visits the pages on your website that are not the landing pages, you may be able to get a zero bounce rate. When the user leaves your website without viewing any additional pages, this may give you something to calculate. But will give you 0 for the next page you visit.
Not A Landing Page
If the visitor lands up to the inner pages instead of the first page of your website, it may result in a 0% bounce rate. For instance, the user visits the home page of your website and then clicks on the blogs pages. As the blog pages are not the landing pages of your site, the number of single page sessions will be zero. Hence, the bounce rate will be 0.
Here where I found a 0.00% bounce rate in Google Analytics: Behavior > Site Content > All Pages I checked for Landing pages of that page with a second dimension and found they are different.
If there are any technical issues on your website, your website may get a 0% bounce rate. If your web pages get traffic from external sources, there are chances of redirect issues, third party plugins or duplicate tags, resulting in a zero bounce rate.
Google cannot identify the actual bounce rate when a visitor uses multiple tabs.
There are chances that the user may be purchasing something online from your store from one tab and the previous tab that was opened remains unengaged for half an hour. Even if the user accesses your site from their mobile devices, they may get involved in other activities and may not make a purchase instantly.
Here where I found a 0.00% bounce rate in Google Analytics: Behavior > Site Content > Landing Pages I checked for Source/Medium of that pages with second dimension and found they are different.
What Does 100% Bounce Rate In Google Analytics Mean?
If your website has a 100% bounce rate, it means that all the visitors have left your site without browsing other pages. Let’s talk about the major reasons behind 100% bounce rate.
- Flash-based websites
- Single-page sites
How Can You Lower The Bounce Rate Of The Website?
There are several reasons why you should reduce the bounce rate of your website. Here are some of the top tricks to lower the bounce rate of your site:
- Placing call-to-action at prominent places on the landing pages.
- Create attractive and user-friendly landing pages.
- Make sure that the landing pages load faster.
- Avoid links to external sites.
Sometimes, email traffic or traffic coming from external sources may be considered as the direct traffic. Web pages that are redirected from HTTP to HTTPS may be considered to be the referral traffic. If Google penalizes you with a bounce, there are chances that such pages may also be treated as direct traffic.
Here Are Some Of The Ways That Can Help You Reduce The Bounce Rate.
Stop targeting keywords that provide low-value traffic
Proper keyword selection is an important step before any project commences. If your website gets thousands of users daily, but there are no conversions, it means that the visitors coming to your website aren’t really interested in buying your you notice a high bounce rate, then you need to plan to choose the right keywords that can help you improve the conversions. Identify the sources where the traffic comes from, and target the right keywords for your online marketing campaign.
Create unique and eye-catchy landing pages
Sometimes, the website owners get a lot of traffic to the landing pages, but there are no or very less conversions. In such cases, the information on your pages may not be able to cater to the visitors’ queries. If the users cannot find what they are looking for, they are likely to leave the website, which may contribute towards a higher bounce rate.
Include prominently visible calls to action
If your landing pages lack proper CTAs, or if they are not easily visible, then you may not be able to keep the visitors on your site. Make sure that your landing pages have prominently placed calls to action to reduce the bounce rate of the site. It is important to ensure that the CTAs placed are relevant to the context of the landing page.
Fast Loading Landing Pages
According to studies, visually appealing and fast loading landing pages help to reduce the bounce rate. Including bullet points, headings and subheadings, and ending topics with proper conclusion can help the users consume the content in a short span of time, making it easily understood by the visitors. Optimize the page loading time if your website bounce rate is high.
Invest in a responsive design
Most of the users prefer to access your website from the mobile devices and tablets. Hence, you need to ensure that your website is responsive so that you can reach a wider audience.
Track the in-page events, and not the page views
Google tracks both page views and the events to determine the correct bounce rate of a website. It is important to take into account the events also as they provide insights about the count interactions that may not involve other web pages.
Use Inbound traffic segmentation
It is essential to segment your traffic for different landing pages. Take into account the various sources where the traffic is coming from. One can also find out the type of devices used by the visitors to access your website.
Consider the exit rates also
Most of the users get confused between bounce rate and exit rate of the website. The exit rate is the percentage of page views during the last session.
Google’s support page provides a few clear examples of the bounce rates and exit rates of the website.
Monday: Page 2 -> Page 1 -> Page 3 -> Exit
Tuesday: Page 2 -> Exit
Wednesday: Page 1 -> Page 3 -> Page 2 -> Exit
Thursday: Page 3 -> Exit
Friday: Page 2 -> Page 3 -> Page 1 -> Exit
The % Exit and Bounce Rate calculations are:
Exit Rate of each page:
1: 33% (3 sessions included Page 1, 1 session exited from Page 1)
2: 50% (4 sessions included Page 2, 2 sessions exited from Page 2)
3: 50% (4 sessions included Page 3, 2 sessions exited from Page 3)
Bounce Rate of each page:
A: 0% (Only one single-page session began with Page 1. So, there is no bounce rate.)
B: 33% (Bounce Rate is less than Exit Rate as 3 sessions started with Page 2, with one leading to a bounce)
C: 100% (one session started with Page 3, and it lead to a bounce)
In A Nutshell
Now that you know what is the bounce rate and how to reduce it for your website, you should keep an eye on how users react to different landing pages on your website and make changes accordingly. The moral of the story: Never judge a book by its cover, for once you start turning pages you’ll discover a whole different story.