You are about to know the most effective methods to reduce the bounce rate of your website, increase your conversions, and sales. The bounce rate is one of the most misunderstood metrics in Google’s analytics tool.
Bounce rate = Percentage of visits to a single page
In short, it is the percentage of visits made on your page, without further browsing.
Google Analytics is able to do a study of these variables and show both the percentage of bounce of a web page, and a website.
The importance of measuring the rebound rate
If you want to optimize the conversion rate of your page you must learn to ask the right questions.
The correct question is not why the conversion rate of your page is so low, but why the bounce rate is so high.
Generally speaking, a low conversion rate is caused by the user experience at the time you enter the page. The new user enters and leaves the site without completing any action or objective.
If the user does not spend enough time on the page, it is unlikely that he will end up buying or making any other conversion.
Good user experience. The way to make your business more profitable
The customers that make your business profitable are not the unique users. If you get to know the reasons why users come or leave, you will be able to increase your conversion rate to a certain extent.
If you manage to optimize your bounce rate, you will improve your conversion rate. The quality of traffic on a website can be measured through the bounce index.
In general, if the bounce rate is very high it will be partly due to the arrival of low quality traffic by any of the marketing channels.
What is a session in Google Analytics?
To understand how the Google Analytics bounce rate works, the first thing is to be sure of knowing the operation of the basic metric that is known as a visit.
A session is a set of visits recorded by a user in a certain period of time.
A hit is the user’s interaction, be it a page view, an event, a transaction, within a website, which causes data to be sent to the Google Analytics server.
According to this, a visitor will be able to create several sessions in a few days or in several weeks or months.
What is a unique visit?
A unique visit is a session of G. Analytics in which only one page is displayed on a website, and then it is abandoned without further navigation.
Definition of bounce rate
The bounce rate is the percentage of visits to a single page where only one GIF request is sent to the G.A. server.
How is the G. Analytics bounce rate calculated?
Google Analytics studies and calculates the bounce rate of a web page and the bounce rate of a website.
Rebound percentage of a web page
The bounce rate of a web page is calculated as follows:
Total number of bounces on a page / Total number of entries
Definition of each variable:
Bounces are the number of visits to a page resulting from a page and in each visit only a GIF request is sent to the Google Analytics server.
The entries are the number of times that visitors entered your site on the page.
Rebound percentage of a website
The bounce rate of a website is calculated by following the following operation:
Total No. Bounces on all pages. / Total number of entries on all pages.
The bounce rate of a web page / website has nothing to do with the time spent on each web page / website.
In most of the occasions, a high rebound index means that the pages of entrance to your website are not relevant for your visitors.
If the entry pages of your site do not contain what your visitors are looking for, it will be difficult to get conversions, sales or customers.
GIF request and bounce rate
At the time a page is loaded, the GA tracking code makes a request to an utm (_utm.gif) to allow it to send the page view data to the Google Analytics server through the file.
When is not a single page treated as a bounce rate?
To really know how the GA rebound rate works, you must know exactly what counts and what does not as a rebound rate.
As is logical, when more than two requests are made in a session, GA will consider that interaction has existed and therefore can not be treated as a bounce, even when the visit is on only one page.
How to interpret the bounce rate?
The bounce rate is a study, and as such, you have to know how to interpret it.
That a page has a high or low rebound index does not mean it is better or worse. There are a number of variables, such as the type of page or the function of the content, which will define to some extent the bounce rate.
An example is the entries in a blog. These will have a high bounce rate, since the incoming user reads the publication and leaves the website.
If in this case the bounce rate were low, it could involve a series of technical problems or a multiple load.
Variables to interpret the bounce rate
There are a number of variables that will help you interpret the bounce rate of your pages and your website.
- Type of website
- Type of content
- Traffic quality
- Type of visitor
- Type of device
- Intent of the user
- Type of website
There is a very wide variety of types of websites, and each usually maintains a pattern in the bounce rate.
An example is blogs, where the bounce rate will be high because visitors will read the entry and leave the website.
When a website is built on a single web page, its bounce rate can reach 100%.
In the case of websites that are built exclusively in flash, in which there is no tracking of flash events, the percentage can be very high.
Type of content
When the content of a page is difficult to assume, the visitor will save the page in bookmarks to return at another time, and be able to read it more carefully.
If the client that enters the page is incorrect, the bounce rate will be high. Therefore, it is important to define correctly for the type of user that we write our content.
Type of device
Depending on the type of device that groups most visits to a website, the bounce rate will vary. If a page has a high visitor traffic from a mobile device, and the page is not optimized for it, the bounce rate will be high.
Methods to reduce the bounce rate of your website
There are endless methods to reduce the Google Analytics bounce rate. The following methods have been chosen especially to help you solve the problem that concerns you.
Create landing pages that satisfy the visitor’s query
If you attract the correct traffic to your page, but the landing that collects them can not satisfy your queries, the bounce rate of the website will increase.
To solve this problem, you must create content that manages to answer the question of the user who visits you.
For this, it is important to know the potential visitor of each page, to adapt your way of writing and your content.
Create home pages that show your CTA
Although the visitor’s input pages have content that suits the target audience, the bounce rate will be high if it lacks CTA or is not displayed prominently.
A correct use of the titles, subtitles and directional tracks serves as a guide to take the user to the CTA.
Develop content that can be consumed in a short space of time
If your landings manage to satisfy the user’s search, but the content of the landing page is difficult to consume quickly, the bounce rate will be high.
This is reinforced by those visitors who decide to mark and save the page to return later and continue consuming the content, increasing the percentage.
Therefore, it is positive to write content of fast consumption, if what is intended is to lower the rate of rebound.
Create attractive and fast loading homepages
Normally, the user takes a few seconds to decide whether or not to stay on a page to consume its content.
The following are some of the reasons why users may decide to leave your website without further exploration:
- Poor design
- Long and graceless text
- Monochromatic texts without the use of italics or bold letters that highlight the reading.
- Lack of titles and subtitles.
- Pages with slow loading.
- Audios or automatic videos. It is annoying because you are in a certain way, forcing the new user to listen and visualize something he does not want.