Many website owners focus on the quantity of visitors to their site rather than the quality of their visit. Many people don’t realize that the bounce rate or the percentage of visitors who come to your site but leave shortly after arriving can be an important statistic and a useful analytic tool as well. Analyzing this measurement might help you distill what is wrong with your site and aid you in improving your site’s performance.
Bounce rates will be different for every website, but there are situations where you will have an unnaturally high bounce rate. If a page has a high bounce rate and the average time on page is close to 0, this is a bad bounce. Visitors are not staying on your website and they are not reading your content. You should figure out ways to make that page more appealing.
Evaluate page content and make sure that it is well-written and matches what visitors expect to find after reading the headline or title of the page. Tweak marketing copy and visuals to help customers find what they need quickly. Content should be clear, concise, and paired with exciting graphics that point visitors to what they want. Make pages more appealing by reducing excessive advertisements and fixing other distracting features.
Examine your site’s usability. If customers can’t find what they need on your website, they will abandon it and go somewhere else. Take a look at your site and to clean up any usability and navigation problems that are asking people to leave.
Open external links in a new window. If you link to a lot of external website or embed advertisements, sometimes visitors will click these links and leave your website.
Improve load time. The quickest way to turn a visitor away is to have a slow loading site.
It is always good to review your site and see what is working and what isn’t.
Reviewing your bounce rate and average time on page will help you know that and may be a way to improve your site and thus effectively your business.