Have you ever heard of your bounce rate? No, it’s not how many times you can jump up and down in 30 seconds.
Bounce rate is a very handy metric for analyzing traffic on your website. Bounce rate is the percentage of people who land on a page on your website and then bounce back out.
They don’t click on anything else, they don’t navigate to other pages or stay for long. The viewer realizes that this isn’t what they were looking for and pops back out.
So ideally, your bounce rate is a very low number, because we want people to arrive at our website, love the content, navigate through many pages and stay for awhile.
How do I know what my bounce rate is?
Log into your Google Analytics dashboard and all of your stats will be right there. If you don’t have access to your analytics, ask your web designer to get you set up to view it.
So what does it mean if I have a high bounce rate?
It means that your audience is telling you that you need to reassess your site.
But don’t go scrapping your entire site and calling in a new designer!!!! You need to REASSESS various aspects of your site to see how you can tweak it to make it more relevant to your audience. Help your viewers experience a site that draws them into your page and invites them to stay for as long as needed to convert.
How do I fix a high bounce rate?
A high bounce rate could mean any number of things so beginning to tweak even a few small pieces of the puzzle can mean drastic improvement in your numbers.
1. Make your content relevant and very clearly laid out. Many times bounce rate is simply because your reader found your content irrelevant to their situation or they were actually confused by lay out, content or some design aspect. Start by reviewing your content – are you using language that is much too scientific for a layperson to understand? Are you speaking directly to your target audience and helping them to understand exactly EXACTLY exactly how you are going to help them? People want clarity and understanding, especially when it comes to their health. There is way too much confusion in medical terms, tests, pharmaceuticals and murky MD appointments that patients are confused by. Be clear and caring in the terms you choose to use.
2. Is your site optimized for mobile viewing? Every single day, the percentage of mobile viewers is increasing, so stay current. If your site is not optimized for mobile, you’re missing out on a serious percentage of your audience, and this could actually be the main cause of a high bounce rate.
3. Are you using pop ups? Annoying! All of the content you need to explain to your target audience can be displayed in a visually appealing way on the screen.
4. What keywords and tags have you chosen in your SEO design? Keep them relevant to your target audience to be sure you are not adding to a high bounce rate with misleading search queries.
5. Are you guilty of using click bait from social media? Keep your headlines relevant to what you are writing about so that your readers are never mislead by the content that they are actually going to be reading (and not bouncing off of) to keep your audience engaged and on your site for as long as possible.