Getting leads is the main goal of marketers. If we manage to get a user to visit our online store, he will mean that he is interested in our brand. Many times the visits enter and then leave the website, this is what is called the bounce rate. In other words, it is the word used in the analysis of web visitor traffic showing the abandonment percentage. They enter and leave without browsing the page, viewing the content or clicking on a link.
Knowing this percentage we can evaluate the level of user satisfaction. A high bounce rate implies that something is not being done right; we do not provide trust, the user does not find what he is looking for …
Studies have concluded that at least 47% of visitors leave a website just by looking at the home page. Translated into numbers, it means that one in two visitors leaves before spending more than a couple of seconds on a web page.
If this happens on our website, we must analyze the reason why visitors leave immediately. We may, unknowingly, be exposing erroneous content, have an excessively slow web domain, or other reasons why users do not stay.
There are some minimal differences between the different e-commerce sectors. The highest bounce rate in e-commerce is found in B2B (Bussines To Bussines or Business to Business). This is when one company does business with another, and accounts for 75% of the bounce rate. The rate even increases when the device is a tablet or a mobile, 83% and 77%. Luckily the truth is that the vast majority of companies receive visits to their website from computers.
Can bounce be avoided or prevented?
The truth is that in a way you can prevent the bounce rate, you just need to be aware of it and monitor it. In this way we will learn to design competent digital experiences and increase the full potential of our business taking these three points into account.
- We will optimize our website and provide content of maximum interest to the target audience.
- We must be as creative as possible to show a clear and forceful message between the ads and the landing page.
- And we will deliver navigation tools that are clear and concise on each of the pages of our e-commerce.
Does a high bounce rate affect web positioning?
Definitely yes, remember that the goal of every search engine is to offer the highest quality of content to users. If a website projects interaction metrics showing that Internet users enter and immediately leave it without interacting, the search engine has no doubts. That web page is not interesting or worthwhile. So if the person responsible for the search engine thinks that our website is not productive, obviously he will not position it among the first search results.
How can we reduce the bounce rate
With these simple tips we can lower our bounce rate and improve the CTR (Click Through Rate). Number of clicks an ad receives divided by the number of times it is shown:
clicks ÷ impressions = CTR.
- Generate a readable website. We will only need to insert good images, videos and multimedia files to please the visitors.
- Add internal links. Adding internal links to other pages will increase the chances that users will click on them and visit their own websites. With this action we will also ensure that visitors stay longer on our page.
- The loading speed. We will make sure that our website does not take long to load the content, there are tools to check the loading speed, for example Google PageSpeed Insights.
- Keywords. Our articles should contain interesting keywords, in this way we will provide more useful and relevant content.
- We will have to constantly update our content, we will update old publications with new information. Updating old content is much better than rewriting new articles around the same keyword.
- Meta tags optimization. We will improve meta tags and page titles whenever we can. Visiting Google Analytics we will know which pages are the ones that obtain the highest number of clicks.
- Analysis and comparisons. We will analyze and compare the data that results from previous months with the current ones. We will find the results in Google Analytics, there we will see if we have managed to reduce the bounce rate or we need to focus our way in another direction.
To finish, we can only highlight that the e-commerce with the lowest bounce rate are those that are dedicated to food, travel and energy. Travel with 42%, food with 40% and energy with 38%.