The bounce rate is the percentage of visits (or sessions) with only a one-page view. It shows the number of visits during which the user left the site immediately after viewing the landing page. Google Analytics calculates the bounce rate for the page and site.
The bounce rate is not always a negative factor.
If you are faced with the task of attracting users who view more than one page, then a high bounce rate is terrible. For example, if there are links to various sections on the main page of a site, such as application pages, and you need site visitors to go to them, it is not crucially that the bounce rate is low.
If you have a one-page site – for example, a business card site – then sessions with viewing one page are entirely normal, and a high bounce rate cannot negatively impact.
How to minimize the bounce rate:
- Make a landing page that is visually appealing and loads quickly.
- Stop advertising for keywords and sites that do not drive valuable traffic.
If users who do not need a product/service come to the site, they immediately leave it.
- Create landing pages that meet users’ needs.
If you get good traffic, but the landing page does not satisfy the user’s request, then he will quickly leave the site.
- Highlight a call to action.
If the call to action (CTA) is not enough on the landing page or it is poorly visible, then it will be difficult for you to keep users on the site. Headings, subheadings, and tips are a great way to make CTA noticeable.
- Write a CTA relevant to the landing page
CTA can cause both entry to and exit from the site. A call to action can be issued in the form of a button, banner, video, or link to a page of your or an external site.
- Place easy-to-understand content on the landing page.
You need to create content that can be taken quickly and easily: use short abstracts, images, and infographics.
- Encourage the user to go to other pages.
It is the main reason why even the best landing pages have a high bounce rate. It doesn’t matter if the landing page has satisfied the user’s needs or not. You should always provide several options to continue browsing the site.