What Is Bounce Rate?
Bounce rate refers to the percentage of visitors to a particular website that navigate away from the site after only visiting one page without completing any action such as clicking on a link or making a purchase. Your bounce rate can be used as a Google ranking factor, so working on being able to reduce your bounce rate can also positively affect your Google ranking.
Is High Bounce Rate Bad?
It depends on what type of website you have, if the success of your site depends on users viewing more than one page then a high bounce rate is bad. An example being that if your home page is the gateway to the rest of your site.
For example, if you are running an online store and a high percentage of users are viewing only your home page, then you don’t want a high bounce rate – so you would look for ways to effectively reduce your bounce rate.
But if you have a single-page site that is just used for content which using single-page sessions is expected, then a high bounce rate is normal and doesn’t equate to being such a negative thing.
Your Site Speed Impacts Your Bounce Rate
The speed of your website is the majority of the time the first impression someone has on your business. When it comes to user experience you typically don’t get a second chance – a frustratingly slow website will turn people away from your business.
It’s important to check on your site speed and assess its performance, determine what factors are slowing your website, and start to build your performance goals.
Simplified Navigation Process
The skeleton of your website is its navigation process, pretty much every website has some form of navigation. The fault that becomes apparent when people try to implement their navigation process is that it simply isn’t functional. If the navigation isn’t functional this will cause a negative impact on your bounce.
The main factors of having an efficient and user friendly navigation process are: keeping it consistent with its presence on your website, clearly categorising & making these elements clickable links, titles should be relevant and ensure the search feature is functional.
Create Relevant Content
Think about this point from your own personal experience, when you’ve been looking for something online and you click on a link to a page with a seemingly accurate description on what you are searching for, then you are directed to a page that doesn’t have any of the relevant content or information that you were made to believe was there.
Typically from this interaction, you become irritated and leave the website steering clear of returning there. This factor is why ensuring your content is relevant to what you are advertising is so important. Maintaining relevance to what your advertising will help drive more users to your website and also help decrease factors such as your bounce rate.
Structured PPC Campaigns
Following a structured PPC campaign is one of the most important factors in ensuring your PPC effort is succesful. Using Google Ads PPC marketing will allow you to link users to a specific page on your website through your advert.
It’s important to ensure that the linked page to your advert is relevant to what your advert is describing, as if it’s not then visitors will be leaving your website as soon as it loads that page (this will also be increasing your bounce rate).
We’re Here To Help
As we’ve discussed above, having a low bounce rate can be very beneficial to your site in multiple ways. By using the information we’ve supplied you and effectively using them in your campaign, you should be able to see a decrease in bounce rate on your website.
If you’d like to learn more about how we can help you reduce your bounce rate and also help structure a PPC campaign to suit your business, feel free to contact a member of our team on 01509 357587 or by contacting us at support@lowaire.com.
