When analyzing the metrics of web traffic, one of the most important things to take into consideration is the bounce rate.
What Is Bounce Rate?
The bounce rate is the number of people who visited the landing page only, then quickly left the website without looking through the content. This rate may include people who accidentally get to your site, those who click on your site but feel as if you aren’t what they are looking for, and people whose attention is lost immediately upon landing on your site. The bounce rate is a percentage, calculated by the dividing the number of visitors visiting only the landing page by the number of total website visits.
The bounce rate calculation signifies that the lower the bounce rate, the higher the conversion rate. This is very important because no matter how much web traffic a site has, if the people who visit the site aren’t quality views, they will leave immediately and raise the bounce rate. Keeping a lower bounce rate means that the people who visit a site are interested in the content itself and are intrigued enough in the company, products, or services to look around, expose themselves to the brand, and perhaps convert.
Content on a web page should first and foremost be user and customer friendly. The content on a site should keep the visitor’s attention and spark an interest in learning more in order to reduce the bounce rate. This means that the content should be original and unique, relevant and intriguing, and not too long.
- Loading Time
One of the fastest ways to lose a visitor is to have a long loading time on your website. With the introduction and vast adoption of high speed broadband internet, web surfers are quick to leave a page that doesn’t load immediately. Reduce your loading time by having the smallest image files possible and by cleaning up the HTML codes and CSS files to be as streamlined as possible.
- Page Designs
An appealing aesthetic on a website design can engage your audience and keep them interested enough to look around. If a page looks outdated, ugly, or unintuitive, it is likely that the visitor will be inclined to leave. Consider consulting with a user experience designer when creating a web design for your initial site.
- On-Site Links
On-site linking, when you link valuable words to the associated pages with in your site, helps reduce bounce rate by making it simple and easy for visitors to find related and relevant information within your site.
Taking these measures to reduce bounce rate will help improve conversion rate of a website and help keep and draw in qualified site visitors.