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Bounce Rate and the Reasons for High Bounce Rate

Bounce rate refers to that percentage of site visitors that leave a web page soon after visiting it without taking any further action. It is arrived at by dividing the number of single page visits by the total number of visits.

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Bounce Rate and the Reasons for High Bounce Rate

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  1. Bounce Rate and the Reasons for High Bounce Rate

  2. Table of Contents • Bounce Rate • Purpose of Bounce Rate • Factors that Cause High Bounce Rate • Slow-to-load page • Disproportional Contribution by a Few Pages • Misleading Title Tag or Meta Description • Blank Page and/or Technical Error • Bad Link from Another Website • Affiliate Landing Page or Single-Page Site • Low-Quality Content or Under Optimized Content • Poor User Experience • Web Page that isn’t Mobile-friendly • Improper Google Analytics Setup

  3. Bounce Rate • Bounce rate indicates the percentage of visitors that enter a site and leave it rather than viewing other pages on the same site. It is used in web traffic analysis. Its calculation is arrived at by counting single page visits’ number and dividing that by the number of total visits, which is then represented as a percentage of total visits. • In the context of websites, these need to be hosted with a web hosting company in order to be accessed online. Web hosting companies provide the server space, technologies and the necessary services that render a website accessible over the Internet and keep a website up and running. There are certain terms that are often used to refer to the most efficient hosting service, such as the “Best WordPress Hosting” the “Best Windows Dedicated Hosting”, the “Best Linux Dedicated Server Hosting” etc.

  4. Purpose of Bounce Rate • Bounce rate helps to know the effectiveness/performance of an entry page with regard to generating the interest of visitors. When an entry page has low bounce rate, it indicates that the page is effective at keeping the visitors interested in viewing more pages. On the contrary, high bounce rates indicate that the website is inefficient at maintaining the interest of the visitors.

  5. Factors that Cause High Bounce Rate • There are several factors that result in websites having a high bounce rate. These factors include slow-to-load page, disproportional contribution by a few pages, misleading title tag or meta description, blank page or technical error, bad link from another website, affiliate landing page or single page site, low quality of content or under optimized content, poor user experience and the web page not being mobile-friendly. • Each of these factors will be discussed individually in the following slides.

  6. 1-800-123 -8156 Whoa! That’s a big number, aren’t you proud?

  7. Slow-to-load page • A slow-to-load web page can be a major factor that results in high bounce rate. Since Google wants to promote such content that ensure a positive user experience, site speed has become part of the ranking algorithm of Google. It is understandable that a slow site is not capable of delivering a good user experience. When a user is looking for some information or facts or certain products or wants to fulfil some requirement by visiting a site, he/she expects to get it done fast. Hence, a slow-to-load page is counterproductive to the user’s interest, which causes him/her to leave the site.

  8. Disproportional Contribution by a Few Pages • There can be a few pages on a site that contribute disproportionally to the site’s overall bounce rate. It should not be a problem if a website’s single CTA (Call to Action) landing pages are able to satisfy user intent and result in them bouncing quickly post taking an action, but the pages that have longer-form content have a bounce rate that is lower.

  9. Misleading Title Tag or Meta Description • When the content of a web page isn’t accurately summarized in the title tag and/or in the meta description, then it can cause a high bounce rate. In such a situation a site visitor might enter the site believing that the content is about a certain topic that he/she is interested in and when the visitor understands that is not the case, he/she will leave the page. In such a situation one can review the content of one’s page and make relevant changes to the title tag and/or the meta description accordingly. Alternatively, one can review the content in order to address those search queries, which draw the visitors.

  10. Blank Page and/or Technical Error • In the event that one witnesses an exceptionally high bounce rate and notices that the site visitors spend barely a few seconds on the page, it indicates that most probably one’s page is blank or is returning a 404 or is not loading properly.

  11. Bad Link from Another Website • One can experience a high bounce rate from one’s referral traffic. A referring site could send unqualified visitors to one’s site or the context and the anchor text for a link could be misleading.

  12. Affiliate Landing Page or Single-Page Site • For an affiliate, the purpose of the page might be to deliberately drive visitors from that website to the site of the merchant. In this case, it makes sense to have a higher bounce rate. • When one has a single-page website, it can have a high bounce rate, as there is no other web page on the site to visit.

  13. Low-Quality Content or Under Optimized Content • If the quality of content on the site is poor then the site visitors will not spend a lot of time on the site and it will cause high bounce rate. Another cause of high bounce rate, despite the quality of content being good, is that it hasn’t been optimized for online reading or for the targeted visitors.

  14. Poor User Experience • When a web page has too many advertisements, pop-up surveys, buttons for email subscriptions etc., it results in poor user experience. CTA-heavy features along with a site design that is either confusing or inconvenient to navigate doesn’t provide a good user experience and results in high bounce rate.

  15. Web Page that isn’t Mobile-friendly • Many websites are not mobile-friendly. Such websites that have not been optimized for mobile neither look good on mobile devices nor do these sites load fast. This ultimately causes a high bounce rate as the users’ expectations are not met. Hence, it is important to ensure that one’s site can be easily read and navigated on all devices, such as desktops, mobile phones, tablets etc.

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