What is bounce rate?
This is the percentage of all user visits that viewed only one page for less than 15 seconds.
Let's imagine that your website - a catalog of children's toys is visited daily by 100 people looking for teddy bears and pink elephants. Half of the potential customers did not find anything useful for themselves and left the site. The rest went to the second and third pages, bought or ordered toys. It turns out that 50% is the bounce rate.
In the analytical systems of Yandex and Google this indicator is calculated differently:
In Google, a single pageview is considered a bounce.
In Yandex, a bounce is a session of less than 15 seconds without active actions.
In Yandex.Metrica it looks like this:
The site's bounce rate is 9.71%
In Google Ads it's like this:
The site's bounce rate is 67.68%
How does bounce rate affect website ranking?
The bounce rate is an shopify website design indicator of the web resource's performance, which is used as a guide by marketers and SEO specialists. And for good reason, because the bounce rate is taken into account by search engines when calculating the site's rating, and indicates the quality and usefulness of the web resource for users. A high bounce rate has a negative effect on the website's promotion, since it cannot satisfy the visitor's requests.
However, there are exceptions, and we will talk about them further.
What is the normal user bounce rate?
Search engines define the norm in their own way:
according to Yandex, the normal bounce rate is no more than 15%;
According to Google, 60% is considered normal.
" Norm " is a rather subjective concept, since the bounce rate is affected by many factors. For example, for a one-page site, the normal bounce rate is higher than for a catalog site - the indicator can reach 70-80%. For online stores, a bounce rate of 30-50% is acceptable.
What does the bounce rate on a website depend on?
First of all, it depends on the type of website. When a person searches for contacts of a refrigerator repairman, he only needs to go to the website and take this phone number from the website header. The client does not always need additional information with a description of the service: he immediately understands that he has come to the right website and calls. Or he sees that this is the website he was looking for and leaves.
It is worth considering that the indicator is lower for search advertising, since warmer clients come there than to YAN/KMS. This advertising channel is characterized by cooler traffic, so people leave the site more often. And this does not mean that it is bad.
The site's correspondence to the ad also plays a role. If the ad states that the company sells toys for children, and when the visitor gets inside, he sees equipment, then of course, he will leave immediately.
The site's bounce rate depends on the service itself. If it's something urgent, like " dental treatment " or " rent a tow truck for a car , " the user will make a decision faster than when choosing a wedding dress or buying a house.
How to reduce the bounce rate on a website?
Optimize the site . To do this, test it: check the mobile version, errors on the site, correct links, etc. It is better to entrust this to specialists: they will do it faster and cheaper for you.
Improve traffic quality . Attract targeted visitors, change ads.
Redesign your website . Improve its appearance, make it more convenient and understandable for users.
Ensure high website loading speed . If a user visits a web resource and it takes a long time to load, the person will not wait, but will leave.
Remove pop-ups and ads . A large number of pop-ups irritate most users, and they leave the site.
All of these factors directly affect the bounce rate. Engage users with quality content, help them find the information they need with easy navigation – and they will come back to you again and again.
