When we consider bounce rate, most people think of email; however, website bounce rate is a highly overlooked web metric that can make or break your conversions online.
So, what is a bounce and bounce rate?
Google defines a bounce as a “single-page session on your site” and a bounce rate as “single-page sessions divided by all sessions”. Essentially, a bounce is an important metric for measuring how users engage with a website.
Why measure bounce rate?
In today’s media heavy world, our attention is being divided among multiple platforms, channels, and media all at once. A report by Time Health noted that attention span dropped from twelve to eight seconds since 2000 – less than the attention span of a goldfish. “Heavy multi-screeners find it difficult to filter out irrelevant stimuli,” the report read.
RocketFuel found that bounce rate averages between 26-70%, noting that anything under 40% is excellent. Quicksprout offers a quick graphic overview of bounce rate.
How can I lower my bounce rate?
1. Make it mobile friendly
In 2016, mobile overtook desktop in terms of internet usage leading Google to roll out its mobile first index. The index uses the mobile version of a site’s content to rank pages from that site. By keeping your website mobile friendly, you’re more likely to retain traffic.
2. Improve banding
Your website is the first glance customers have into your practice. While we don’t like to judge a book by its cover, the market space is noisy and if you want to remain competitive, you need to stand out. Your pages should build your credibility with a uniform brand identity. Keep your colors, fonts, and photo styles in sync.
3. Reduce cognitive load
Cognitive load is the total amount of mental resources required for a user to understand and process information on your website. A popup, a form, a flashy photo. Where do they look first? If your website is too busy, your users might feel overwhelmed and leave.
4. Get up to speed
Millennials want instantaneous results. One study found that people leave if you make them wait more than four seconds. Use a responsive, well-organized layout from a reputable hosting company.
5. Create a strong call to action with no surprises
SmallBiz Trends found that 70% of small business B2B websites lack any call-to-action. What is the main action you want them to take? Make that your focal point using headings and subheadings that match your content.
Websites are more than a luxury; they’re a necessity. Visualize the websites you spend the most time on. They offer clean and simple designs with easy navigation and a strong call to action.