How to Increase Bounce Rate

You must attract the right people to your online store. But, it is not enough to just get them there.

This is a key indicator of the site’s performance.

What’s a bounce rate?

The bounce rate is the percentage people leave your site after landing on one page. This can give you an indication of how effective your site is at engaging potential customers. A high bounce rate could indicate that your site is not capturing customers’ attention. This can lead to lower chances of them purchasing.

What’s a good bounce rate?

There is no standard for determining if a bounce rate is “good” or “bad”. Neil Patel , an expert in the field, reports that average bounce rate is between 45-65% for all industries. Hubspot lists bounce rates based on industry benchmarks, compiled by Google. They estimate that the average eCommerce bounce rate should be between 20-40%.

According to Logic, a good bounce rate is one that is below the average.

To improve your website, you should not compare your bounce rate with industry benchmarks or other websites. Instead, try comparing your bounce rates to previous performances.

A good bounce rate, in other words, is one that is lower then the period you are measuring (month, quarter or year).

How can you determine your bounce rate?

The bounce rate is displayed on the first page of Google Analytics when you log in to Google Analytics. It can also be displayed if you navigate Audience > Overview. This number will not tell you much as it is the sitewide bounce rates for a default time period.

You can find the bounce rate of each page on your website by going to Behavior>> All Pages. The upper right corner allows you to adjust the time period.

The WooCommerce Google Analytics Pro extension allows you to see detailed analytics for your online store. This extension allows you to see the relationship between your analytics data, actual sales so you can make key decisions for improving your revenue.

Learn more:

How do you measure bounce rates?

Measure bounce rates against a period that has a sufficient sample or between two significant events. You might compare bounce rates this month to the same month last year. You might also compare the first month of a newly launched site to the one before it.

Imagine that a ten-person ad sends to your site but only one of them makes a purchase. This small sample size shouldn’t be enough to cause you to make major changes.

It is best to avoid making decisions based solely on bounce rates. There are always anomalies that can occur, which could cause your data to be misaligned. This could be a good option in some cases. You might consider comparing the event dates for this year and last year if you have one event that is a significant portion of your annual sales.

You may want to keep an eye on bounce rates every day, not to make major site changes but to spot problems. You should investigate further if you see a bounce rate that is 35% every day and then it jumps to 90% one day. Your site could be experiencing a problem.

Beyond the time period or sample size you use to measure bounce rates, think about exactly you’re measuring. You may notice that certain pages have higher or lower bounce rates than others, or that some pages perform better together than others. Instead of looking at the site-wide bounce rate alone, analyze pages individually and in groups to discover which pages or content are engaging customers.

Why do people bounce?

There are many reasons why people bounce, but most often it has to do with these four areas:

1. Your site is not attracting the right type of visitors.

2. They didn’t feel compelled to visit your site. If the message isn’t relevant to them, even a well-targeted audience, they will leave.

3. Your site was not user-friendly. Maybe it took too long to load or users couldn’t understand the text. Perhaps they were notified of malware or received other information that made them feel unsafe. They may have left if they browsed on a mobile device, and the site wasn’t mobile-friendly. They may have also moved on if your menu was difficult to navigate or they couldn’t find their way to the right place.

4. They found exactly what they needed. It could be that the page is incredibly successful in providing value for users. How does it work?

Imagine that your customers are searching for “What size shoes do [example shop] sell?”. They click on the first result, and it takes them to a page where they can find out that you sell shoes for women in sizes 3-11. The customer gets the answer and files it away for future purchases. Your quick and effective answers were a great addition to their experience. Although they didn’t view any additional pages, it doesn’t mean that the experience was not worthwhile.

When considering bounce rate, you should consider the context of the user experience as well as your marketing goals.

What can you do improve your bounce rate?

1. Get technical

Your site should load quickly. They expect your site to be compatible with their device and they will be able to navigate it easily. They are also trained to spot signs of legitimacy, such as an SSL certificate and industry endorsements.

According, 47% users expect sites to load in less than two seconds. It is a good idea to perform speed tests to see how your website is performing. Is your site meeting this threshold consistently? A lack of properly optimized images is often the cause of slow loading eCommerce sites. Jetpack can help you optimize your images. You can also view our full guide .

Are you mobile-friendly? Mobile devices are becoming more popular than ever, with more people browsing on them daily. Your visitors will leave your website if it is difficult to navigate from a mobile device.

To see how your website ranks in mobile-friendly testing, you can use Google’s test. You will also get suggestions to improve it.

Secure your site with an SSL certificate. Make sure you have resolved any malware issues in the past. You can bet that visitors won’t stay on your site if they get a warning about malware or viruses.

2. Limit distractions

First-time visitors to your site should be greeted with a notice asking for permissions. Customers can get annoyed if you accompany the notice with a popup, chat box or other obstructions to navigation.

It can feel like you’re walking into a physical shop and are greeted by multiple salesmen at once. This can cause customers to leave and make their experience unpleasant.

Limit your use of these tools. Each one can be tested to determine how it affects your bounce rate and sales. Then optimize the user experience to get the best results. A pop-up could be held every other week to see if it has a significant impact on sales and bounce rates. You can do the same with chatbots and other tools. Remember that these tools can have a higher bounce rate if sales increase is greater than the loss of visitors.

3. Easy Navigation

You should ensure that you have a variety of product categories available. If your website only sells t-shirts and shoes and you don’t have any pants, users may become confused and leave. Give them the broad categories and let them choose their own path.

Your menu items should be concise, clear and accurately describe the page they link to. Avoid using niche terms and lingo in the menu as visitors may not be able to understand them.

Sticky menus are great for pages that have a lot of content. Users don’t need to scroll to the top in order to see your main menu. Your footer should contain contact information, FAQs and policies.

If your site has a lot of pages or information, breadcrumbs may be a good idea. They provide an additional way for users to navigate your website and return to the page they were previously on. These icons help visitors avoid getting lost and show the hierarchy of your site.

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4. Place Your Best Work Above the Fold

Newspapers are the source of the expression “above-the-fold”. Newspapers are placed on a rack. You can only see the top half of them – what you see before they are folded over. The top half must grab your attention immediately. The headline that grabs your attention at the top will not be visible or picked up by you.

The website’s “above-the-fold” refers only to what is visible to users without the need to scroll or navigate. Different devices and screen sizes will show different things above the fold. To ensure you grab attention immediately, test as many sizes as possible. Notices about GDPR may not be placed at the top of the page depending on the location.

Pro Tip: You can use Google Analytics in order to determine which screen sizes/devices are responsible most of your website traffic. Although there are many screen sizes and devices, only a few likely account for most of your traffic. You may not be capable of testing and adapting to all of them. Choose the most important ones first.

To improve the user experience on a device that only brings in 1% of your traffic, you might need to sacrifice some features for a device that attracts 50%.

5. Always Be Testing

Split testing or A/B testing may be a good option if you are unsure how a particular page on your website will impact bounce rate. You can send visitors to different versions of your site or to a specific page with these types of tests. These tests then provide data on overall performance.

You might choose to test different banner images at the top. This can be done for a time to see if the bounce rate is lower for version A or B.

This is a great tool for A/B testing.

6. Make sure users get to the right place the first time

You can use SEO to optimize pages according to categories. This will ensure that customers don’t land on your homepage but on the page that has exactly the product category they are looking for. When someone searches for “[example brand] shoes”, they want to see your main category of shoes first, and not your store’s homepage. Jetpack has great tools that will help you achieve your SEO goals.

Paid search ads allow you to add site links that direct users to a page on your website. You might have an ad that appears when someone searches for “back-to-school clothes” if you are selling merchandise that is geared toward students. You can direct users to your landing page by clicking the headline of your advertisement. Or you can segregate categories into sitelinks to make it easier for them to find what they are looking for.

Site links may be provided for “Backpacks”, ‘Uniforms”, ‘Athletic Clothes”, & ‘Shoes”. Although they may be searching for “back-to-school clothes”, they might really be searching for uniform wear. They’ll be more satisfied with what they see, and will continue browsing your site if they go directly to the uniforms section.

These sitelinks could also be found in organic search results. Google offers some best practices that you can use to guide your search.

7. Have High-Quality, Unique Images

Your online store’s success depends on high-quality images. You want the online experience to be as real as possible, as users cannot see the products and can’t hold them.

Stock photos can seem like a great idea. However, stock photos that are used by other stores don’t help you to establish your brand. You should create a consistent appearance that customers will appreciate and recognize as authentic and unique. This could mean using certain filters on all your photos, or featuring models in a consistent setting.

Use images that feature people, not products, on plain backgrounds. A Georgia Tech study showed that Instagram images that featured people were almost 40% more likely to get reactions. These pictures allow visitors to better visualize themselves wearing your products. This creates a more personal and inviting shopping experience than a large warehouse full of boxes.

8. Accessibility and readability

Your site visitors are diverse and unique. You can cater to their individual needs to increase your site’s popularity and keep them on it for longer periods of time.

You should ensure that your website is accessible to people with disabilities. Download our accessibility guide.

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9. Demonstrate Authority and Legitimacy

Ever wonder why packaging often features the logo “as seen in TV”? Wine bottles often list awards and ratings that the wine has won. This gives the product legitimacy. To help people understand the value of your product, you should include any mentions or awards that your product has received from media outlets or industry organizations.

10. After the Bounce

Some people will leave your website without ever visiting other pages, despite your best efforts.

Even if they do not bounce, most people will not make a purchase their first time. These people can be reached with customized remarketing ads based on their pages visited. Check out our guide to bringing back customers.

These efforts can be helpful if you have a high bounce ratio.

Start Measuring, Improve

You can monitor and improve your website’s bounce rate by using a variety of metrics. It’s not the only thing that you should be focusing on. However, steady improvement in your bounce rate can make your site more profitable through careful measurement and experimentation.

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