The bounce rate is a measure of the number of people who actively engage with a page on your website once they visit. It also measures how many leave the site right away. The more people who desert your site, the higher your bounce rate is.
Google has its own definition of a bounce rate which is the single-page sessions divided by the percentage of all the sessions or all the sessions in which users viewed a single page and triggered just a single request to the analytics server.
Here are some of the major reasons why people opt not to engage with your site.
Slow Loading Speed
Poor Quality of Content
It is important to have site content that addresses specific needs and answers specific questions. A site must be able to give the user the information needed immediately. This means care must be taken with the use of banners, ads, and images that may shove down important content too far into the site.
All you have to do is to understand what your target audience wants and needs and come up with content that fills these. The use of headings and subheadings alone can make your content easier to digest and find the answers they are looking for. Don’t forget to include a call to action for users to take the next step.
The meta title tag and meta description of your site have a major role to play in bringing people from the search engines to your site. When your metadata does not align with your site content, site users and visitors are likely to get rid of the site. The metadata is what users will first see when they search the engines. This makes it highly important to have an accurate representation of what they can find on the site.
In some cases, visitors may bounce due to issues found on other sites. Your site may be linked through another site in a misguiding way or it may lead to outdated content. Through site crawling, you will be able to detect unsuitable or outdated inbound links. If ever you come across bad links, ask the site author to update or delete the link to the web page, this will prevent site visitors from bouncing.
Bad UX or User Experience
UX or User Experience is more about creating an interface that gives meaningful and relevant experiences to different users. When your site is not pleasant or quite difficult to use, does not make sense, or is overloaded with a lot of information, this may be the main reason why your target audience is abandoning your site immediately.
To address a high bounce rate, you can work on SEO and CRO. SEO or search engine optimisation will ensure that the site structure, style, and content are uniquely made for web-based customers. These also include all the essential keywords which will bring the right audience to the web page.
If you intend to convert site visitors into customers, CRO or conversion rate optimisation is the one to focus on. This makes use of data and psychology to come up with an improved user experience and interactivity of the site aimed to convert site visitors into customers.
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