Bounce rate is a web analytics metric that measures user behavior on a particular website or web page. It is one of the most crucial metrics to understand how well (or poorly) a website performs. Bounce rate analysis is key to conversion optimization and can help conclude users of a specific business or platform.
what is bounce rate?
The bounce rate meaning is relatively easy to understand in comparison to other web analytics metrics. This does not mean that it is superficial or unimportant data since its analysis can reveal valuable insights.
The bounce rate provides information on the behavior of users of a website and shows their interaction on the page. Bouncing off a web page is leaving it without interacting with the courier in any way, such as writing a comment or clicking a link. In other words, bouncing is going the page before you have done anything on it. This is not always a negative sign, as we will see later.
Every website user should be seen as a drop of water falling on a surface that can be porous or waterproof. Our goal is that the surface is as porous as possible, absorbing all the drops (or users) and obtaining from them all the information that we can. Waterproof websites cause drops (or users) to bounce immediately, which indicates that there is some kind of problem.
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Bounce rate in Google Analytics
How Google Analytics calculates the bounce rate
Google Analytics measures user interaction whenever it requests a page view type tracking code or an event whose non Interaction parameter has not been configured with value 1. Then a user who accesses a website and sees only one page without executing any event will generate a bounce in Google Analytics.
This is a problem since there are scenarios in which a user can consume a good amount of content on a page, and if they do not click on any element, it will be considered a bounce even if the content consumed has been to their liking. Above all, it usually happens on sites with pages with a lot of content or that additional load content through Ajax, and there will be situations such as single-page microsites in which the bounce rate will always be 100%.
The bounce rate google analytics shows up in most reports with the metric of the same name within the group of user behavior metrics.
Factors influencing the bounce rate
If you’ve noticed that your website has a high bounce rate, don’t worry, it’s never too late to make some changes to your platform. Remember that, in digital marketing, there are endless elements that are tested before obtaining a positive result.
If you need to know how to lower your website bounce rate, here are some factors to consider:
1. Website design
Opt for user-friendly and intuitive designs that do not pose a complication for visitors. On the other hand, the appearance of your site must be attractive enough so that the user intends to stay.
At this point, it is recommended that your website has a version for mobile devices.
2. Operation of the website
It is essential to verify that the websites are working correctly. If the page is prolonged or does not respond quickly, users will not be interested in waiting and simply leave the page.
3. Emerging elements
This factor refers to elements that can be an annoying distraction for visitors, such as advertisements or videos and sounds played automatically.
4. Functioning of links
Take care of how the links work on your website; choose the option that allows them to open in a new window. Imagine reading a blog post and clicking on a link takes you off the page and interrupts your reading.
Of course, if the information is interesting, you will return to the page where you were; however, it is more likely that it will be annoying, and you will end up leaving the site.
Also, give preference to internal links that take users to other pages of your website.
5. Interesting and quality content
If we refer to the care of the bounce rate, this factor is the most important. All of the above are essential. However, they are not helpful if you are not offering valuable and interesting content for your visitors.
6. Implement a menu
Preferably this menu should be visible and straightforward to invite users to click on the different buttons available.
7. Use of CTA
Use the call to action to invite users to see other content within your platform. Implement these elements organically to help you reduce your bounce rate. Although its use is vital, do not abuse this resource.
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How to reduce the bounce rate?
Regularly review your Analytics metrics: With constant monitoring, you will be able to detect where the visits arrive, where they leave, and the time they stay where they spend less time, and therefore, discover why your rate is high.
Improve the use and organization of your content: With this, you will get the user to stay longer if you offer them relevant and quality content. If the button layout is in place, always think about the user, or simplify steps to achieve your goals.
Use quality images: If the images and design of your website attract users’ attention, it will help them stay on the website, and you will achieve the actions you want.