If you want to learn more about the bounce rate, we recommend that you read our post. In it, you will find abundant information about this metric. Ahead!
If you have a high bounce rate, you may be measuring it incorrectly or have a serious problem. In any case, it is important to find out the source of the problem and correct the situation to minimize the bounce rate. What is the best way to do this?
In fact, there is no recipe informing an exclusive formula, so it depends on the environment of your business, the reality of your website, and other aspects related to the SEO universe.
Understand what the bounce rate is, from its concept to the best tips to reduce it by reading our content to the end.
Here you will find the information you need to work on this metric so that it becomes a powerful thermometer about the quality of your content.
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What is the bounce rate?
One of the most relevant metrics of Google Analytics and the SEO environment, the bounce rate or bounce rate consists of a percentage that measures the number of user visits to a web page without accessing other publications on the site.
Said in more direct and harsh words, it measures the number of visits in which users left the website by the same path they accessed it, without interacting with other content. How much lack of interest, is not it?
Unfortunately, this can happen due to a mismatch between the content needs of the visitors and the website or blog posts.
When this happens, a fairly obvious reaction is generated: upon identifying that their demands for information will not be met, the visitor leaves the site/blog and migrates to the competition.
Likewise, the abandonment of a page can be based on a bad browsing experience and this is directly linked to the design of the web.
However, these are not the only factors by which a site can have a very high bounce rate.
For example, if you have a blog or “single page” website, it is likely that when you enter Analytics, you will have a scare. Even for this type of page, a bounce rate of approximately 80% is expected.
Why is it important to measure bounce rate?
Here is a list of reasons for measuring and monitoring this metric:
- Check the volume of conversions on certain pages — subscription to a newsletter, fill out a form or click to a landing page.
- Identifies inconsistencies that can harm search engine rankings, both organic and paid.
- Minimize the amount and impact of the cost per click, as it allows you to detect if users consider your content relevant.
- Generate insights into the reasons that lead users to leave a site before completing a purchase.
- It shows if we are not taking advantage of business opportunities in the right way.
Therefore, measuring and analyzing the bounce rate is a strategic measure that allows us to have a fairly broad view of the effectiveness and quality of our content and the design of a page.
How to calculate the bounce rate of a website?
Based on the concept of bounce rate and the reasons that explain its consideration, we conclude that to calculate this ratio we must divide the number of visitors who have not interacted with the content by the total number of visits to a given URL. Thus, its formula implies:
Tr = Si (users with no interaction) / Tv (total visits)
Despite being a simple procedure, the comparison with a reference standard often generates many doubts because, after all, how can we know if the number is positive or negative?
Look at some aspects that you must take into account to identify if the result is satisfactory:
- For several pages on your website, in the case of a landing page, the rate will be high because there is nowhere else to go.
- You publish respecting a periodicity so you educate your audience to consume the new content as soon as it is uploaded to the blog.
- The relevance of keywords or third-party links can affect SEM and/or SEO strategies. If the rate is too high, check how the content spreads on other sites and channels.
4 key techniques to improve bounce rate
With that said, it's time to present the long-awaited list. Let's go!
1. Access your content as a user
First of all, you must get rid of the tendentious gaze of the creator and observe the quality of the content and design of your website or blog objectively.
Evaluate the points that you think should be improved and look for ways to optimize the positive aspects.
2. Speed up navigation
You must ensure that people quickly find the content they need. For that, produce content that fulfills what they promise in the ads or in the publications of social networks.
Likewise, it is recommended that you carry out usability tests to verify how easy and intuitive it is to navigate your site or blog for users.
3. Align keywords and content
Use the keywords relevant to the content proposal. For example, if your content refers to caring for a pet's diet, insert words referring to this topic.
Even an excellent way to create publications with successful keywords is to know your buyer persona and understand what are the issues that they like the most.
4. Include powerful calls to action
The Call to Action or CTAs is vital to guide users to carry out the action you propose.
By including an engaging CTA like an invite to download material, you can start a strong base of leads who are genuinely interested in your business solutions.
Done, we're done!
In short, if you want to stay in the top positions in the organic results of search engines and want to invest with purpose, achieving a good digital return, you need to measure, monitor, and work to minimize the bounce rate.
We hope that our advice will support you and enable you to fulfill this mission in the best possible way.
Do you want to ensure a lower bounce rate and optimize other indicators of your website? So, you need to learn how to use Google Analytics, the tech giant's free tool.
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