Bounce Rate is one of the main dimensions used to measure a website’s traffic. While popular websites with significantly high traffic can have as good as 30% of bounce rate, however, any site with an average of 60-70% bounce rate falls under the good category. Google Analytics, a widely used site performance analysis tool lets you study your visitor’s behaviour.
Said that, let me walk you through some of the probable reasons why websites actually suffer high bounce rate. But before we dig in further
What is Bounce Rate ?
A bounce is basically a session when a visitor accesses one of the pages of your site. A bounce is calculated for a single session such as when a user opens a single page on your site and then leaves without going through other pages of your site.
Bounce rate is single-page sessions divided by the total number of sessions. For an example, if the number of single-page sessions on your site is 3450 and total number of page hits is 4500 then your bounce rate is [3450/4500]*100=76.66%.
More often people often complicate it with the average session time which has nothing to do with the bounce rate.
A website with low bounce rate is the need of every digital marketers and online businesses to increase the CTR and for so many reasons. So, let’s explore some of the most probable reasons why some sites are penalized with high bounce rate.
#1 Slow Loading Time: More than 4 Seconds
Any website over 2 seconds of load time is a slow loading site. No visitor would spend time seeing those loader transitions. It is one of the main reasons which results in considerably high bounce rate. Your website might load slow because of any one of these reasons.
- Choosing cheap hosting services
- Using oversized images
- Use of too many images that distracts users from the subject
- Custom fonts that often takes longer time to load
- Sliders and Carousels and other Java scripts.
#2 Seeking Way too Much Personal Information
As a useful marketing strategy, it is an useful approach to ask visitors for their basic information However, digital marketing companies and services use long stretched out forms to let visitors access your site.
This is not a commendable approach and users get annoyed with those forms and thus switch to other websites. Instead offer them some free stuff like a free ebook or ask them just for their name and email id.
#3 Poor Landing Page Design
A poor landing page design often distracts your site visitors and reduces the time a person is willing to spend on that page looking for the information.
Every user likes attractive page designs and such design forms seeks viewers’ attention. Factfully, web pages with bad design or outdated designs are often overlooked and end up resulting in high bounce rates.
Although good design won’t ensure high CTRs but I can say that poor designs will definitely lower your conversion rates below your potential.
#4 Using low Quality Content on your Website
Needless to say, content is the building block of a website and when it is a business driven site, the importance even shoots up. Deceiving users with intrusive ads, unrelated content and poor grammars and spelling counts to low quality content.
This can really harm your website, branding and marketing goals. To stay in the competition, one needs to make pace with the industry needs and fulfilling user requirements. If you are worth it, users will definitely reach to you. However, these bad practices do more harm than good.
As a digital marketer, I feel that bounce rate is something that determines the quality of a site and its content. Among the too many reasons that may add to high bounce rate, one needs to focus on maintaining a quality site with more and more useful content and performing your site checkups on regular interval.