When it comes to managing a successful online store you have to keep a constant look at the data. Among them, the bounce rate, a key indicator often undervalued in the analysis of site performance and whose study may yield optimization actions that increase conversions. Let’s see what the rebound rate is and how to reduce its percentage, if necessary.
What is the bounce rate?
It is a metric linked to the abandonment of the website. It is registered in Analytics when a visitor opens a single page and leaves the site without activating any other request. If the rebound rate is high, there is probably a cause that justifies abandonment.
Among the most common reasons are the loading speed of the site, the pages that do not adapt to different devices, or a bad user experience.
Is a high rebound rate negative?
Google responds with a “depends”. If you do not convert it is negative. That is, if to sell you need visitors to visit more than one page you should worry about a high rebound rate.
On the other hand, if your website is one page, a high rebound percentage is normal.
If the rebound is caused by only one of the ecommerce pages, verify that the content is appropriate to its category. Controls that the channels that derive traffic to that page are consistent with the destination.
What affect the bounce rate of your ecommerce
Some of the aspects to which you should pay special attention if the lack of conversions is the product of a bounce rate.
Speed up your online store
The loading speed of a web determines a large part of the abandonments. It is the first indicative of the quality of the site.
Keep in mind:
- If the web is hosted on shared servers, change plan to private (dedicated) virtual server exclusively for you.
- Template files can slow down loading if they are not optimized. Talk to your programmer to verify the PHP code, JavaScrip functions, CSS, etc.
- Compression of images.
- Limit the number of plugins.
- Use a cache plugin to load faster on a second visit.
Using Pop Up with intelligence
Pop-ups can be an effective tactic or a real disaster. The moment in which it appears, the message it transmits can be taken as invasive or an invitation to action. The truth is that if the user considers them annoying, he will no doubt abandon the site and increase the rebound rate.
If the initial impact on entering the web is not satisfactory, the chances of looking for an alternative on another web increase. A clean design site, intuitive navigation and visible menu not to be missed will facilitate the jump to other destinations on the web.
A positive experience helps natural positioning: Google considers the time of a user’s stay on the web and the keywords by which he found it.
If we access a web page from different devices, we expect an adequate visualization in computer, smartphone, tablet.
The responsive design also improves the time spent and the brand image.
Images, videos, graphics
The quality of the images and the demonstrative value of a video help to convert and stay on the web. In practice it works like a catalog. It allows the control of automatic reproduction and sound to the user, as its duration.
Provide complementary and alternative options.
The cross-selling and up-selling tactics are effective in guiding navigation between e-commerce pages. It offers complementary products to the visualized or an alternative of higher quality and price.