How To Reduce Website Bounce Rate In Three Easy Steps!

The other day I was talking to someone who asked me quite innocently what exactly a bounce rate is? I replied – a metric which tell you about those visitors who came to your site and could not tolerate it beyond 5 seconds. Whenever anyone asks me about a bounce rate I recall Avinash Kaushik’s (author of two best selling books: Web Analytics 2.0, Web Analytics: An Hour A Day) famous words ; they came on your site, puked and went away never to turn back.

website-bounce-rateThe first question many website owners ask is why does that happen?

The answer is this – it happens out of expectation mismatch. The visitor landed on your page expecting something and what your page offered was completely against his expectations. As per the definition, a bounce rate can be measured in two ways: The percentage of website visitors who see just one page on your site. The percentage of website visitors who stay on the site for a small amount of time (usually five seconds or less).

So how to deal with it?

First, you need to determine what is the source and act accordingly: Check the source of bounce rate. Go straight into your referral traffic report and dig out which site is sending the maximum bounced visitors. Either the content you provide is not according to the visitors requirement who come from it or maybe you need to stop promoting your site on that source for the time being.

Second, check the Keyword on which you are getting maximum bounce. Again review your content. Chances are your website isn’t giving anything engaging on that keyword. Another thing you can work on it is, change the meta description, so that before the visitor clicks on it, he would know what to expect.Third, single out those pages which are generating maximum bounce. Check the design, content, metas and also how relevant are they to your site. If not remove them altogether and if they are very important then consider the above mentioned factors along with a compelling call to action.Another area which is often overlooked is bounce rate of your AdWords campaign. Either change the landing pages or stop bidding on those keywords. In the words of Avinash kaushik – “As a benchmark from my own personal experience over the years it is hard to get a bounce rate under 20%. Anything over 35% is a cause of concern and anything above 50% is worrying.” So work on above mentioned areas and you will certainly be able to lower the bounce rate of your website.

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