Do you know and understand bounce rate? These are the people who visit only a single page on your website and then they leave. When analyzing your website analytics, if you have a high bounce rate, it means your website or blog is not doing a good job of getting the attention of your visitors to make them browse for more interesting content on your website.

What does the % means in a bounce rate? Usually, you should see a bounce rate between the rates of 40-50%, but it depends on the type of industry and website you have. For informational websites you can expect at least 30-50%, for news and blog websites 50-70%, ecommerce channels 20-40%, and for basic landing pages between 30-60%. This is a crucial element of online marketing because with this metric, you can actually determine if people find your content interesting or not.

Causes of a high bounce rate

Target audience: With your website you are targeting the wrong audience. Always focus on quality before quantity. Your whole website strategy should be focused around your target audience with keywords, your content, your headlines, and the structure of your website.

Design: If your website isn’t designed professionaly or it looks cheap, it can affect your bounce rate. Your website design should communicate your message and build trust. It should have a clear navigation and be to the point. The design of your website should mirror your business values and mission.

Slow website: If your website pages are loading slow, people will leave and visit the next result. Optimize your website for fast loading by looking at the sizes of the images you are using.

Call to actions: If you don’t have a clear sales funnel with call to actions on your website pages, what should your visitors do next? If you have a PPC campaign, make sure your landing pages have a clear call to action on the next step you want your visitors to take.

Confusion: Don’t confuse your visitors by providing them with content that is not relevant and not at the root of your cause. Your content should always be on topic and to the point.

Test and optimize: Test your bounce rate with your website analytics. Measure the bounce rate by looking at individual bounce rate per page. Experiment with new content, headlines, and other call to actions.