Imagine a trampoline that you are jumping up and down on. This is your websites bounce rate. If you stay on the trampoline, your bounce rate decreases (imagine every time you jump your trampoline is a new page) and if you jump on it and immediately jump off it then your bounce rate increases (imagine the floor around the trampoline as an x or the previous website).
So, if you invite your friends around and they all jump on and straight back off the trampoline. You have a bounce rate of 100%, this doesn’t look good in your analytics. So what steps can we take to fix it?
A bounce rate isn’t incredibly complicated to wrap your head around, your bounce rate increases if you enter and exit the same page in the same session without visiting any pages and decreases if you visit other pages within the same session. This is how you get 100% down to 0%.
If you are a blogger, for example, the average you should be looking for in your analytics is 40% – 50%, if you have 45% then you are perfectly in the middle – any higher than that then you need to figure out what is happening.
But depending on the type of website you have, depends on what bounce rate you have. The lowest I can get them is between 15% and 30%, but anywhere under 50% is good.
There is no exact science to improving your bounce rate, like most marketing there is a lot of trial of error and working out what works for your audience and what doesn’t. However, there are some recommended improvements you can make.
Internal links in the article
Links to other parts of your website are important, not just for your SEO but for keeping people on your website. There are a couple of things you can do here. Relating pages is one of the easiest things you can do if you’ve got a services page then linking that to products or case studies. A bit more advanced is to make a series of blog posts that link to each other. My London series of blogs is a good example of this.
If you have an eCommerce website then making sure you are linking related products, or up-selling accessories much like Amazon does usually works a treat.
If you like this, then you might also like…
At the bottom of this post, you’ll see a list of other posts you might be interested in. This is another way for me to keep my bounce rate down because I am showing you more related content so you can continue your journey.
Buzzfeed does it and it’s how they made their articles successful. Related posts and clickbait titles are now widely used. There is a great article on codeless about this and how to make it successful.
Analytics hacks: on page events for emails, downloads or forms
Analytics has a 30-minute timer, if there is someone on your page and they don’t do anything for that length of time then that counts as a bounce. This could be troublesome on a landing page or a long-form post.
I use analytics to solve this problem. Using Google’s Analytics platform alongside its Tag Manager counterpart you can set various triggers to go off. For example, if someone is reading a post and scrolling through it, if your landing page download button is clicked, or another activity on your page.
This brings your bounce rate down but also tells you how well your content is working. Using your analytics to see if someone is scrolling through your page or clicking on the right buttons. This is a good success metric.
Remember, not every page is going to lead to a conversion. So bringing in these solutions helps your stats look better and improves your audience understanding.
As I mentioned, there is never an exact science to managing your bounce rate and some things you do just won’t work. That is just how marketing goes, you need to figure out what went wrong and what you can do to improve it the next time around.
A lot of what I do is trial and error, audiences are different because people are different. All you can do is try your best.