In website analytics, internet marketing professionals look at the bounce rate of a website to help analyze a page’s overall performance. in addition to average time spent on the webpage and average actions taken by the visitor, its often considered when evaluating how users engage with a website.
Sometimes, the bounce rate is confused with the exit rate. Google defines the bounce rate as the percentage of single-page sessions (i.e. sessions in which the person left your site from the entrance page without interacting with the page).
When we look at a user’s behavior online, there are a number of factors that can contribute to a high bounce rate such as:
- clicking the back button
- typing a new URL directly into the browser
- closing the tab
- clicking an external link or social media button
- getting distracted a broken link
Content should also be considered. Analytics can tell us how photography, text and key words could be decreasing the likelihood that visitors stick around on a website. Moving content so that the most important information is above the fold can also help engagement. And lastly, if you are sending visitors off your site to your social media channels, you may be increasing your bounce rate simply by having them like your Facebook page.
Read Part 2 of this post for specific ideas on how to change up content in order to decrease your website’s bounce rate..