They hated your website experience, so, they left.
To understand bounce rate, you must first understand the correct definition: bounce rate is when a visitor lands on a web page (expressed in percentage), where the visitor only viewed one page and then exited your website without any interaction on the site.
A high bounce rate is a big problem that most websites face. In fact, the average bounce rate is estimated to be 75%. Websites that generate a lot of leads and eCommerce sales have bounce rate averages of less than 40% and demonstrate a higher quality of inbound traffic.
Common problems that most website owners notice in their Google Analytics data and their Google Ads are website traffic with 100% bounce rate and 0:00 time spent on their site (for more details on your PPC ads bounce rate, you should read this article on Adwords Bounce Rate).
The Common Assumption: These are spiders and bots crawling my website.
Therefore, the traffic data you are receiving with 100% bounce is from “human” visitors that are abandoning your website from the page they entered.
Almost every CEO, CMO, business owner or marketer would agree that the top goals of their website are to increase sales either online or to drive physical traffic into their store, thereby increasing sales as well. A high bounce rate means the website is not achieving either of those goals. It means the customers are looking at the webpage, concluding they don’t like it, and then immediately leaving.
“A high bounce rate also means that your website has a conversion problem.”
When your business is spending resources to get more traffic to your website, managing the bounce rate is crucial to your success.
When your landing pages have high bounce rates, it generally means the content does not match the expectations of the website visitors. When they searched for that keyword and then clicked to your page, they were looking for and searching to find something. If a visitor lands and then immediately leaves taking no other action, the bounce rate is telling you there is a problem and potential disconnect from your marketing message and what your site is actually serving visitors.
You will need to further review the landing page and keywords to determine how to lower your bounce rate. A high bounce rate could also be indicative of low-quality traffic. Often times SEO companies, email marketing, and link building campaigns generate lots of clicks but high bounce rates and low time-on-site. This is the direct result of low-quality traffic visiting your site – visitors that had no intent-to-purchase or need of your products and services from the moment they saw your ad. Why did they visit your site at all? Dive deep into your social media and paid ads to uncover what misleading messages you are sending them that unintentionally lured them to your site, and then fine-tune your messaging.
It is very easy to generate traffic to a website if you do not monitor the quality. Marketers who pay attention to the bounce rate and set goals to lower the ratio for the key landing pages, various traffic sources, and the entire website are heading in the right direction.
About the author: Alex Fender is a Google Certified Analytics Consultant and specializes in Conversion Rate Optimization. If you have questions or would like to contact him, he can be reached at 877-301-0001.