Post by lizaseo11 on Nov 10, 2024 0:33:48 GMT -5
According to Wikipedia , “ bounce rate is a web analytics term that refers to the percentage of visitors to a site who leave the landing page or who view no more than one page of the site .”
What does this actually mean for marketers, SEOs and website owners?
In this case, the definition of one of the most authoritative marketing resources in the West - Kissmetrics - fits best . He noted that the bounce rate is one of the most significant metrics that is designed to evaluate the OVERALL QUALITY of your web pages.
In other words, the bounce rate, also known as the bounce rate or the bounce percentage, is a key quality metric that does not simply report a specific indicator, but is an indicator of the quality of the entire site as a whole .
In today's article, we will look at the 5 most common reasons and solutions for high bounce rates. We will try to give our readers as much information as possible on how to reduce the bounce rate on the site as much as possible (read - improve the site for users).
What does a good indicator look like?
Let's note right away that there is no general indicator for all sites (or rather, one that will suit any site). There is an opinion that the indicator should be within 45-50%, but in practice the bounce rate can be completely different.
High Rejection Rate
One of the Western services shopify website design Statcounter notes that the ideal indicator is up to 25%, a good indicator is within 25-45%, and failures of more than 45% already indicate that the site definitely needs to be worked on.
At the same time, the above indicators are very average. Much more accurate ones are provided by the same Kissmetrics, which we wrote about above:
Image441
At the same time, the average indicator of 40% is only approximate, since the final indicator is influenced by many factors, from page loading speed to traffic quality. However, this is the indicator that we should focus on and that our readers should focus on.
If the site has a very high bounce rate, it is necessary to determine the cause of this indicator and find ways to eliminate the problem. Next, we will consider why the indicators are significantly higher than the norm and what to do about it.
Reason #1: Traffic quality
Imagine that you are the owner of a website selling automotive components and spare parts.
You build your own content strategy, write useful materials, take care of the adaptability of the design and even speed up the mobile loading of the site.
The bounce rate remains high. What could be the problem?
One possible reason is low quality traffic. Let's rephrase: the traffic to your site is irrelevant. What does that mean?
This means that the audience that visits your site is not interested in your product, goods or services. Imagine that you use all possible resources for link promotion. In an attempt to increase the link mass, you leave links on forums for young mothers, perfume lovers, image boards, marketing forums, etc. All links lead, accordingly, to the site of auto components and spare parts.
You don't know your client's profile, and therefore the traffic you receive from third-party links is of low quality. Visitors visit the site, see that it has nothing to do with the topic they are interested in, and leave after a few seconds. As a result, the bounce rate increases significantly.
There is only one solution in this case: study the portrait of your potential client and search for sources of high-quality, relevant traffic according to the subject of your site.
Reason #2: Users did not find what they came for on the site
You probably expected to see information about cars, information about Nissan Motors (the car manufacturer), but instead you saw... a site dedicated to computer repair and replacement of components.
If you want to learn more about Nissan or are planning to buy a car, you will probably visit this site and instead of the desired information you will receive information about computer repair.
You saw exactly what you needed - information about the car company, industry news, new models, etc.
What do you think the bounce rate will be in the first and second cases? You probably know the answer - in the first case, the bounce rate will be close to 80-90%, while in the second case, the bounce rate will be within 30-40%.
Similarly, with other sites, users are misled in every possible way, such as inappropriate site anchors.
Your site sells auto parts, and you, in an attempt to get more traffic, use anchors that do not reflect the actual content of the site. Example: you do not have Bosch parts on your site, but you include this word in your anchor list. Users, hoping to find the right product, visit the site and do not find Bosch products. As a result, there are increasingly frequent refusals.
Reason #3: Incorrect query clustering
The problem may be in incorrect clustering of search queries. Mixing informational and commercial queries, including a large number of commercial keywords in informational articles and vice versa can lead to an increase in the bounce rate.
Fortunately, Google's RankBrain algorithm partially mitigates the above situations, since the algorithm takes into account the so-called user intent in its work.
At the same time, confusion in clustering is not only the reason for the increase in the bounce rate, but also the accompanying decrease in positions, when it will be very difficult to advance to the TOP for the desired keywords.
Solution: develop or use a proper query clustering strategy , and use professional tools to develop a semantic core .
Reason #4: Slow page loading speed
The image below would be more than enough to explain the relationship between page loading speed and bounce rate:
Download 12
In one sentence, the slower the page load speed, the higher the bounce rate of the site will be.
Users do not like to wait a long time before getting the information they need. It is 2018, and therefore a potential client is given a choice of dozens of sites where he can get the information he is interested in faster. Think about it: how many seconds are you willing to wait to read an article on a PC or mobile phone?
The solution in this case is also the same: optimize loading speed (including image optimization ), use PageSpeed Insights and follow the instructions that we indicated in our blog regarding speeding up the loading of website pages .
Reason #5: Content Issues
We decided to combine all possible content issues into one point. Why? Because there can be many content issues. The most common ones that have a negative impact on the bounce rate are:
Lack of content strategy. You don’t know your customer profile, you don’t know what to write about, you don’t know what types of content should be on your blog. All this leads to the fact that you can’t answer your customers’ questions.
Content quality: Incomplete, inaccurate or ambiguous answers, lack of recommendations and solutions to customer issues, materials created solely for search engine optimization.
Incorrect implementation of On-Page SEO. Ignoring metadata, subheadings, keywords (or overspamming them), highly nauseating text and non-compliance with technical design requirements, including the absence of media materials required in 2018, ignoring correct HTML markup.
All of the above points make the content ultimately difficult to perceive, and in some cases impossible. Accordingly, this negatively affects the bounce rate.
Solution: in this case, it is impossible to recommend just one action that will help improve the quality of materials on the site. In this case, it is necessary to comply with the content relevance requirements from Google , avoid mistakes when compiling the semantic core for information queries, be aware of the main myths in content marketing and avoid them, and also compose the correct technical specifications for copywriters . Only a comprehensive approach will eliminate possible problems and improve the bounce rate on the site.
Conclusion
In conclusion, we would like to note that there are other reasons for the increase in the bounce rate. There are at least 5 more significant factors that also determine the likelihood of a high bounce rate. If you want to know them and read the rest of the article, write in the comments and we will be happy to prepare the second part for you!
What does this actually mean for marketers, SEOs and website owners?
In this case, the definition of one of the most authoritative marketing resources in the West - Kissmetrics - fits best . He noted that the bounce rate is one of the most significant metrics that is designed to evaluate the OVERALL QUALITY of your web pages.
In other words, the bounce rate, also known as the bounce rate or the bounce percentage, is a key quality metric that does not simply report a specific indicator, but is an indicator of the quality of the entire site as a whole .
In today's article, we will look at the 5 most common reasons and solutions for high bounce rates. We will try to give our readers as much information as possible on how to reduce the bounce rate on the site as much as possible (read - improve the site for users).
What does a good indicator look like?
Let's note right away that there is no general indicator for all sites (or rather, one that will suit any site). There is an opinion that the indicator should be within 45-50%, but in practice the bounce rate can be completely different.
High Rejection Rate
One of the Western services shopify website design Statcounter notes that the ideal indicator is up to 25%, a good indicator is within 25-45%, and failures of more than 45% already indicate that the site definitely needs to be worked on.
At the same time, the above indicators are very average. Much more accurate ones are provided by the same Kissmetrics, which we wrote about above:
Image441
At the same time, the average indicator of 40% is only approximate, since the final indicator is influenced by many factors, from page loading speed to traffic quality. However, this is the indicator that we should focus on and that our readers should focus on.
If the site has a very high bounce rate, it is necessary to determine the cause of this indicator and find ways to eliminate the problem. Next, we will consider why the indicators are significantly higher than the norm and what to do about it.
Reason #1: Traffic quality
Imagine that you are the owner of a website selling automotive components and spare parts.
You build your own content strategy, write useful materials, take care of the adaptability of the design and even speed up the mobile loading of the site.
The bounce rate remains high. What could be the problem?
One possible reason is low quality traffic. Let's rephrase: the traffic to your site is irrelevant. What does that mean?
This means that the audience that visits your site is not interested in your product, goods or services. Imagine that you use all possible resources for link promotion. In an attempt to increase the link mass, you leave links on forums for young mothers, perfume lovers, image boards, marketing forums, etc. All links lead, accordingly, to the site of auto components and spare parts.
You don't know your client's profile, and therefore the traffic you receive from third-party links is of low quality. Visitors visit the site, see that it has nothing to do with the topic they are interested in, and leave after a few seconds. As a result, the bounce rate increases significantly.
There is only one solution in this case: study the portrait of your potential client and search for sources of high-quality, relevant traffic according to the subject of your site.
Reason #2: Users did not find what they came for on the site
You probably expected to see information about cars, information about Nissan Motors (the car manufacturer), but instead you saw... a site dedicated to computer repair and replacement of components.
If you want to learn more about Nissan or are planning to buy a car, you will probably visit this site and instead of the desired information you will receive information about computer repair.
You saw exactly what you needed - information about the car company, industry news, new models, etc.
What do you think the bounce rate will be in the first and second cases? You probably know the answer - in the first case, the bounce rate will be close to 80-90%, while in the second case, the bounce rate will be within 30-40%.
Similarly, with other sites, users are misled in every possible way, such as inappropriate site anchors.
Your site sells auto parts, and you, in an attempt to get more traffic, use anchors that do not reflect the actual content of the site. Example: you do not have Bosch parts on your site, but you include this word in your anchor list. Users, hoping to find the right product, visit the site and do not find Bosch products. As a result, there are increasingly frequent refusals.
Reason #3: Incorrect query clustering
The problem may be in incorrect clustering of search queries. Mixing informational and commercial queries, including a large number of commercial keywords in informational articles and vice versa can lead to an increase in the bounce rate.
Fortunately, Google's RankBrain algorithm partially mitigates the above situations, since the algorithm takes into account the so-called user intent in its work.
At the same time, confusion in clustering is not only the reason for the increase in the bounce rate, but also the accompanying decrease in positions, when it will be very difficult to advance to the TOP for the desired keywords.
Solution: develop or use a proper query clustering strategy , and use professional tools to develop a semantic core .
Reason #4: Slow page loading speed
The image below would be more than enough to explain the relationship between page loading speed and bounce rate:
Download 12
In one sentence, the slower the page load speed, the higher the bounce rate of the site will be.
Users do not like to wait a long time before getting the information they need. It is 2018, and therefore a potential client is given a choice of dozens of sites where he can get the information he is interested in faster. Think about it: how many seconds are you willing to wait to read an article on a PC or mobile phone?
The solution in this case is also the same: optimize loading speed (including image optimization ), use PageSpeed Insights and follow the instructions that we indicated in our blog regarding speeding up the loading of website pages .
Reason #5: Content Issues
We decided to combine all possible content issues into one point. Why? Because there can be many content issues. The most common ones that have a negative impact on the bounce rate are:
Lack of content strategy. You don’t know your customer profile, you don’t know what to write about, you don’t know what types of content should be on your blog. All this leads to the fact that you can’t answer your customers’ questions.
Content quality: Incomplete, inaccurate or ambiguous answers, lack of recommendations and solutions to customer issues, materials created solely for search engine optimization.
Incorrect implementation of On-Page SEO. Ignoring metadata, subheadings, keywords (or overspamming them), highly nauseating text and non-compliance with technical design requirements, including the absence of media materials required in 2018, ignoring correct HTML markup.
All of the above points make the content ultimately difficult to perceive, and in some cases impossible. Accordingly, this negatively affects the bounce rate.
Solution: in this case, it is impossible to recommend just one action that will help improve the quality of materials on the site. In this case, it is necessary to comply with the content relevance requirements from Google , avoid mistakes when compiling the semantic core for information queries, be aware of the main myths in content marketing and avoid them, and also compose the correct technical specifications for copywriters . Only a comprehensive approach will eliminate possible problems and improve the bounce rate on the site.
Conclusion
In conclusion, we would like to note that there are other reasons for the increase in the bounce rate. There are at least 5 more significant factors that also determine the likelihood of a high bounce rate. If you want to know them and read the rest of the article, write in the comments and we will be happy to prepare the second part for you!