Bounce Rate – what is worth knowing about it in the context of web analytics
The bounce rate, or the bounce rate in Google Analytics, is one of the most important metrics that web analysts are interested in. Thanks to it, we can determine the level of user involvement on our website. However, this metric can often lead to wrong conclusions if not measured correctly. In our text, we will discuss what a bounce rate is, how to measure it correctly and whether a very low bounce rate is always a reason to be satisfied.
What Is The Bounce Rate?
The bounce rate is commonly understood a session with no user interaction. This definition is only apparently clear, because in practice it contains many exceptions. Usually, a rejection session is counted as a user who visits our website without reloading it. So we can even include cases where the session time is long, and the visitor scrolls a given subpage or clicks buttons that take it to another part of the page. If a product is added to the cart, if the user does not access it later, it will also counted as a [Bounce Rate].
Of course, this is all true, as long as we do not tag individual actions on the website with events. In such cases, triggering an event will treated as an interaction. Of course, there are also options for setting non-interaction events – Events without interaction. We can also make our Bounce dependent on the time spent on the site. How we see what the bounce rate is largely depends on how we define it ourselves.
Too High And Too Low Bounce Rate
Having a bounce rate that is too high can worrying, but it should noted that we should not assume that there is a gold standard for a bounce rate for all sites. For some of the more exclusive brands, a high bounce rate will come naturally.
However, is a bounce rate that is too low a cause for satisfaction? It is true that each of us should try to improve this metric as much as possible, but a sudden drop or extremely low BR level may mean that we are not counting it correctly, and therefore we are not making decisions based on correct data. If our bounce rate is close to zero, you can suspect that we are automatically generating a second event on the page that distorts our results. This could be in between an additional display event.
If you do not know whether you measure your bounce rate correctly, or if it is far from your expectations, be sure to contact specialists – e.g. Conversion – who will analyze and improve this rate
Another Way To Measure User Engagement
However, we do not have to rely on the standard metric offered by Google Analytics. We may choose to determine user involvement by setting a minimum time on the site that will allow us to determine whether a given user has found the necessary information here. You can set this time to 10, 30 or more seconds, for example.
It will an interesting solution especially for blog pages with long articles. The above change can made from the level of Google Tag Manager or by a minor modification and annotation in the Google Analytics code on the website.
How To Reduce Your Bounce Rate
The bounce rate most often influenced by a negative user experience on the website. For this reason, it is always worth ordering a detailed UX audit that will indicate the most important errors. However, there are a number of standard and repetitive errors that you can look at.
One of them will surely the page load time. Users are not ready to wait tens of seconds for a page to reload. Of course, it is also worth taking care of adapting the website to mobile users, i.e. proper display of content, separating clickable elements from each other or setting the appropriate font size.
Users are often irritated by too many ads or pop-ups. If our [bounce rate] increases, it’s worth checking if we haven’t overloaded the page with pop-ups.
Simple navigation and an exposed search field on the website will also make it easier for the user to find the products and services they need, thanks to which we will increase the chance of a longer session and conversion.
We also cannot forget to reduce the number of outbound links that will lead visitors from our site.
The last point, but of course not the least, is creating good quality content that meets the needs of users.