What is Bounce Rate and why it matters to your company
Understand what one of the most important metrics when measuring website, blog, and landing page traffic and engagement means
Bounce Rate is a term that, by itself, scares many people who haven’t had closer contact with web analytics.
Despite a lot of confusion and many people do not really understand what it represents, it is a very important metric to assess the effectiveness of Digital Marketing actions. It is also an important input for knowing what to optimize, where to optimize and how to optimize.
In this post, you’ll find out what the bounce rate is, how it’s measured, why it occurs, and some tips to lower it.
Blue World City will also address the bounce rate, as it is also called, within some specific contexts.
What does bounce rate mean
The Bounce Rate, or Bounce Rate, is a number expressed as a percentage and indicates how many visitors accessed a single page of your company’s website and then left, without continuing to navigate to the next page. Each time this happens, a rejection is counted.
This definition is not absolute and may vary from tool to tool. However, it is the form used by the most used system in Web Analytics in the world, Google Analytics.
It is important not to confuse bounce rate with exit rate. Both have different meanings and impacts. Bounce rate only happens when a person accesses only one page of the site. The output rate is a metric to show how many people are abandoning the site from a particular page, whether this be, or not, the first visited page of the website.
Why is it important to track the Bounce Rate
All companies must have specific goals on their websites. It can be a material download, a quote request, a newsletter subscription or even a purchase in the case of e-commerce. And usually achieving this goal requires at least one click, which means that when there is a rejection, among other things, the site has failed to lead the visitor to the goal.
By tracking bounce rate, your company can get important information about the effectiveness of calls to action and messages, for example, and then think of optimizations and improvement plans to reduce bounce and possibly increase conversion.
In the case of traffic coming from Google Ads, the bounce rate is even more worrying, as a high rate means wasted money on clicks and a consequent increase in Cost per Lead.
In addition, Google Ads now considers bounce rate when calculating the ad’s quality score, meaning the higher the landing page bounce rate for the ads, the lower the quality score and the higher the cost per click of the campaign.
How to measure the Bounce Rate?
A lot of people are used to looking at the bounce rate of the site as a whole. The problem is that this number doesn’t show in detail where the problem is, and for that reason, it’s hard to think of corrective action.
For a better understanding of the bounce rate of the site, a more thorough analysis is needed, like the ones listed below.
Third-Party Links Bounce Fee
At this point, it is interesting to individually measure the bounce rate of the top sites that drive traffic to your company.
It is generally noticed that some fonts perform much better than others. In the case of sources that have low performance, it is worth analyzing more deeply why this is happening, which page receives these visits and which Call to Action it uses, etc.
Depending on the case, it is even possible to contact the blog or website that has your link and ask to change them, for example.
Keyword Rejection Rate
If your company bets on creating content to generate traffic for the website or blog, then you should be concerned with the performance of the keywords that generate traffic for the website.
When we talk about keywords, we don’t just limit it to organic searches, but we also include paid searches, on Google Ads, for example.
Both forms deserve to be analyzed and, based on this analysis, specific actions can be taken to reduce the rejection rate of the most important words.
There are several actions you can take to lower your keyword bounce rate. One of them is to analyze and perform A/B tests on your Landing Pages to find out if there is any element limiting the conversion and, consequently, increasing the bounce rate.
Bounce Rate of the most accessed pages
The bounce rate should also be analyzed for each of the most accessed pages on your company’s website.
Doing this exercise, you can see that there are pages with a lot of traffic and a high bounce rate, which ends up reducing a little the value of these pages.
Blog Bounce Rate
In the case of blogs, care must be taken when analyzing the bounce rate. That’s because many people visit the blog periodically to read the latest article and then leave, which doesn’t mean they didn’t like the page. They simply already know and follow the blog.
In order to correctly analyze the bounce rate of a blog, therefore, you must analyze the bounce rate of new visitors, that is, those who have never visited the blog before.
If this rate is high, further investigation is needed to find out if Calls to Action is not being effective, if the words driving traffic are well related to the content, and also if there are opportunities to link to your blog. the company, such as subscribing to posts by email, RSS, social networks, among others.
How to Reduce Blog Bounce Rate
And when is this rate too high in relation to your new visitors? What should we do? Here are 5 tips that will help you reduce your rate and improve your blog even more.
1. Create a good structure for your text
Make your content short paragraphs: avoid more than seven lines in each one. Think that your user needs a text with ideas well highlighted. To do this, create subheads and a continuity line in each topic.
In addition, you can use bullet points, like the ones we use below:
- They are a good visual resource;
- They help to explain the matter better;
- Order the ideas you want to pass on.
2. Use internal links in your post
If you have content that can add depth to your post or even continue in points that you don’t intend to mention in the text, creating internal links can be a good solution.
A tip: leave the command in the link to open in a new tab. Thus, your website visitor does not need to leave the current post to go to the next post, does not lose focus on reading and can even go further in your topic.
3. Insert CTAs (Calls-to-Action) on your page
One of the main focuses of Inbound Marketing is to generate Leads, both for relationships and for sales. Therefore, it is necessary to encourage your visitor to become a Lead through conversions, that is, make the visitor fill out a form to leave their information in exchange for educational material, a trial request, contact etc.
And, to generate this incentive, it is recommended to use a CTA that, in addition to fulfilling this objective, makes the visitor collaborate with the reduction of the bounce rate on your blog, since the CTA will take the visitor to another page, where they will fill in The form.
4. Don’t show everything on the index (home page)
When it comes to blogs, there is a very common situation that contributes to the bounce rate: often, the texts appear in full on the blog’s home page (index), which means that the visitor does not need to click on the post to read it. it in full. Thus, he leaves the blog having only accessed the index page.
To solve this problem, save the best for later: just give a “taste” of your post that shows it’s interesting, and get your user to click to read the rest. Here at RD, the posts that are on our home page need to be clicked on for the visitor to continue reading.