This morning is participating in the forum of my subject in the Master in Finders taught at IDEC (Pompeu Fabra University) and I saw that some students were not clear what the Rebound ratio a website and what might be the causes that lead us to exceed the number that would be logical.
It seemed to me that the answer was worth it to be shared in this blog in addition to the student forum. So here goes:
What is the bounce rate of a website and how to bring it down
He rebound ratio or bounce rate is the number of people entering the site but not navigate the, divided by the total website visits.
That is, reflects views that do nothing on our website, maybe ... but read (although the latter can not be sure). If not they clicked on any part of our website, Google Analytics (or analytical system you're using) can not calculate how long they have been on the site and also counts as the rebound.
Our bounce rate should never exceed 40% (for a corporate website or an e-commerce) ... if exceeded this figure is that something goes wrong. The causes can be:
- Visitors who come to our website, not part of the segments of our target audience and therefore are not interested in our ... and go -> users coming from a poorly made or fraudulent advertising campaign would be in this subset but here users would also be arriving by SEO done without clear objectives.
- The prices of our products are beyond market, and therefore users the look and leave.
- The web is too slow ... and therefore endure downloading a page but I think 2 times before going sailing.
- The usability of our website is terrible and users do not know what to do to keep browsing or read more information.
- Users are browsing on a mobile device and have no version for these devices or our website is not responsive (That automatically adapts to any screen resolution).
- The design is unprofessional and therefore, the image conveyed by our company as well. Users do not take us seriously and go.
This applies to corporate websites. For a website type blog, the bounce rate may be somewhat higher (60% approx.) And not pass anything because many users are recurring visits (visits have been other times) ... may the user reach the website , read the new blog post and leave. They will not read more because they have read the other information.
In a blog type website, we should review the bounce rate of new visits, and get interested in these other related items, or the most read, the most shared, etc. In the case of the new, the bounce rate itself should be below 40%.
How to improve the ratio of rebound of a website
Noting the causes we can intuit how to reduce Rebound ratio:
- Before raising our our SEO and online advertising campaigns (SEM and the rest) we must be clear who is our target audience, Which segments comprise it, how are the people who are part of the segment, which will search Google, which websites visited, etc ... that is, we must do a good marketing analysis before executing any action.
- Before raising any action we make a good analysis of competition. We must know what the prices are competitive, their value proposition, what sets us apart from it ... Thus, although our prices are higher can argue why users should buy our products and not those of our competitors.
- The website should be tested by someone. The problem of speed and usability problem could have been detected with a beta-tester (someone try our website before publishing the final version). With a good testing also we would detect lack of persuasion, or lack of realization of the goal of the website. So it is 100% recommended that four or five people who do not know the web, testeen before us and we can observe what they do it, how they navigate and what are fixed.
- At the moment it is out of place not consider having at least one web responsive. We would be losing almost 30% of visits (depending on the sector in which we move, in tourism, we would be losing a lot more).
- A corporate website should reflect a professional image 100%. Today, with the large number of inserts of payment for WordPress, Joomla, Magento or any other manager and content, there is no excuse not to enjoy a professional design on our website.
So now you know ... check out these 5 points and make sure the bounce rate of your website That's the right one.
I hope these tips will be useful.
Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.