Have you heard of the term bounce rate often being used in digital marketing?
When you open a website, Google Analytics usually follows the pages you click and from that tracks the engagement which is often clicks that you make on that page. In this case, every engagement sends a trigger to the Google Analytics server and from there, computes the website’s bounce rate.
If you navigate away from the website after viewing only one page, it means you’re “bouncing” from the page.
In the world of Digital Marketing, this term is often dreaded by marketers because of the numbers that they reflect. Having a high bounce rate, for example, is usually a bad sign.
Tricky as it may seem, analysing your site’s bounce rate will give you a better understanding of the scope with which you can further improve your website. It’s becoming the 4th most important ranking factor in SERPs, and so some companies connect with a digital creative agency to assist with website redevelopment.
Here are three areas that you can improve with auditing bounce rates:
- User Experience
There are various ways to interpret bounce rates. It’s because the purpose of the page reflects how long a user spends time on a website. If you want the landing page to get more interaction from visitors, the bounce rate gives you a hint as to whether you’re webpage is providing quality user experience or not.
- Target Audience
When you’re observing conversions, it’s important to know what comes next after you bring in all the traffic to your website. Bounce rates effectively show whether your webpage is making an impact and retaining new visitors. It’s a good metric to refer to when you’re running ads or optimising your webpage.
- Search Engine Optimisation
Just like running ads, SEO professionals can also benefit from bounce rates. Optimising a website involves a lot of hard work in every digital nook and cranny. If you want to live up to your visitors’ expectations, you need to make sure that their search intentions match with your content. You wouldn’t want them going back to the search results— the same place where they found your site… and left. Sometimes, visitors visit the website for various reasons or to just note down some information, which does not necessarily mean that the information they were looking for was irrelevant.
In short, bounce rates can improve or warp your perspective when it comes to having a better website. Just like any metric, take in the numbers and develop strategy to improve.
Here at Adllins Media, we’re all about connecting business with audience. We apply it in every aspect of our services to ensure a job well done. Enquire or come say hello by calling us at 07 4049 2866 or shoot us a message at firstname.lastname@example.org.