As is the case with any online business, the analytics of your website is your most important tool for business growth and development. Studying, interpreting and consequently acting upon the information which presents itself to us through the various analytics platforms attached to your website is imperative for improving the success of your website. We regularly look to metrics like conversion rate and click through rate to assess the quality of our website. A high conversion rate and high rate of traffic or clicks per page indicates that your page is catering well for your audience, your content is well pitched, the web design is easily navigable and you’re marketing your products appropriately. However, a question we seek to answer in this blog post is how important is bounce rate as a metric for your website’s success? So often we hear about traffic and conversion rate, but what about the bounce rate?
By definition, bounce rate is the number of visitors who navigate away from your website after viewing only one page, presented as a percentage. That means, the number of users who entered your website on a specific page and immediately exited, without continuing a user journey either around the site, or perhaps to the basket to checkout and purchase, if your business is an ecommerce business.
Consequently, bounce rate is arguably the most important metric to look at for improving the success of your website. Whilst conversion rate is important, without taking into consideration the bounce rate, it’s difficult to know how well your page could be performing. You may feel like a particular page is contributing to a staggering amount of conversions for your website, however, if the bounce rate for that page is 70%, it poses the question, how many more conversions could it be contributing, should the bounce rate be reduced?
A high bounce rate on a page can tell us a lot. The customers are leaving because the page isn’t fulfilling their needs. The first thing to look at is the content. Is your content relevant for your page title? Does your page supplement the search queries which led users to the page. You can use Google Analytics to determine which keywords led to which pages. Ensure the content is appropriate and relevant.
Similarly, take a look at the design of the page:
Is it visually appealing?
Is there a clear call to action to naturally funnel your users onto a different page, or to the basket, should you be assessing a product page?
Can you view a heatmap of where users are clicking on your page?
Is there something off-putting in the layout which is disrupting the flow?
Bounce rate ultimately tells us whether or not a page serves its purpose. The lower the bounce rate, the more effective a page is, acting as a highly relevant and appropriate page for the search queries to it.
If you’re currently focusing on traffic and conversion rate, whilst of course, these are incredibly important, incorporate a thorough bounce rate analysis into your website reporting. Attempt to reduce the bounce rates, and you should see an increase in success across the board. Is bounce rate an important metric? The answer is simply, yes.