Bounce Fee Analytics: Measure, charge, and evaluation to extend conversions
Your bounce rate can be such a scary number, right?
It is common knowledge that a high bounce rate is bad and a low one is good.
Every time you log into your Google Analytics account, it's right there waiting for you.
I get the feeling when you see this number come up.
The problem, however, is that numbers can be misleading.
How high is actually too high?
In this post, I'll show you how to fully measure and rate your bounce rate. That way, you'll know if it's actually too high for your industry or if it's perfectly normal.
I'm going to share tips and tricks on how to check your bounce rate and understand what is driving it.
I'm also going to share with you some of my secrets for lowering your bounce rate.
But first, let's talk exactly about what a bounce rate is and why you should care.
What is a bounce rate and why is it important?
A "bounce" occurs when someone visits your website and leaves it without further interacting with your website. Your bounce rate shows you the percentage of your visitors who are bouncing off your website.
By default, Google Analytics assumes that a visitor has interacted with your website when they have visited at least one additional page.
The bounce rate you see in your Google Analytics summary report is your website-wide bounce rate.
This is the average number of bounces on all of your pages divided by the total number of visits to all of those pages within the same period.
You can also track the bounce rate of a single page or a segment or section of your website.
I'll show you how we look at the different segment reports.
A single page bounce rate is exactly what it sounds like. This is the total number of bounces divided by the total number of visits to a page.
Inspired by common questions we've heard, this infographic offers answers to the most frequently asked questions about bounce rate, as well as tips on how to improve your bounce rate.
If you run an ecommerce website with a blog, you may want to implement a segmented bounce rate.
Your blog posts may have a very different average bounce rate than your product pages.
We'll get into the exact details later, but segmenting the two can make your numbers more meaningful when you look at the data.
Why is the bounce rate important?
According to SEMrush, the bounce rate is the fourth most important ranking factor in SERPs.
However, according to Google's Gary Illyes, Google doesn't use a bounce rate in its algorithm metrics:
We use * nothing * from Google Analytics in the "Algo".
– Gary ly 理 ／ 경리 Illyes (@ethod) June 26, 2017
Can they both be right?
Yes, and I'll tell you why.
The Google algorithm may not take bounce rate directly into account, but what it means is very important to it.
As of 2016, RankBrain was the third most important ranking factor of the Google algorithm.
If you are not familiar with RankBrain, its main purpose is to improve users' search results by better understanding their search intent.
If a user clicks on your page and leaves without interaction, it can signal RankBrain that your website is not what they are looking for.
It looks like your result doesn't match the search intent well. As a result, RankBrain says, "Maybe this site shouldn't get that high in results."
Can you see how these connect?
If you understand correctly the bounce rate, you can determine if your marketing strategy is effective and if your visitors are engaging with your content.
The key is to understand what your "goal" is and to break down your bounce rate in a meaningful way.
What is a good bounce rate?
Many different variables determine what a "good" bounce rate is.
Things like your business type, industry, country, and the types of devices your visitors are using all affect your website's good average bounce rate.
For example, Brafton found that the average bounce rate is 58.18%. However, their research shows that the bounce rates are higher for B2B companies than for B2C companies.
These benchmarks show a wide range of average bounce rates across different industries:
If you're still not sure what bounce rate to aim for, Google Analytics can help you figure it out.
Google Analytics provides a quick visualization of the average bounce rate for your industry. This is done through benchmarking.
First, you need to set up benchmarking in Google Analytics.
In the admin area click on "Account Settings" and activate the "Benchmarking" check box.
Now you can compare industry averages.
Just navigate to your behavior reports. Click Site Content, then click Landing Pages.
You immediately see the average site-wide bounce rate.
Of course, a site-wide average can be too broad to be a valuable benchmark.
You can drill down further to view section-specific bounce rates.
You can use the content drill-down report or advanced filtering feature to see the average bounce rates for your sections of the site.
For example, you can now compare industry averages for your blog or product pages only.
In the Audience section of Google Analytics, go to Behavior and then to Benchmarking. Then select "Channels".
Now you can choose your vertical and compare the period of time you want to check.
This should give you a better idea of your website's bounce rate performance compared to the average by channel.
The table above compares your channel's bounce rate to other Google Analytics accounts or properties in your industry.
If you want to take a closer look, you can do so by clicking "Capture," then "All Traffic," then "Channels".
Then click the Compare button on the right and filter on Bounce Rate to see which channels are above or below average.
You can then go deeper into each one for further analysis.
Ultimately, a “good” bounce rate is different for each site. It can even be different for each page of your website.
I suggest you focus on your bounce rate trends over time and how you can improve the highest ones to increase conversions.
The focus should be on using this metric to find vulnerabilities in your site. Don't worry about hitting a magic number.
Now let's look at how you can improve your bounce rates.
Change bounce rates
Your site-wide bounce rate is too broad to be anything but a vanity metric.
It's too shallow to make sense.
To measure and evaluate your bounce rate, you need to narrow it down and group it according to different variables.
You can't lower your bounce rate until you really understand why it's high.
There are several ways you can change the bounce rate metric that appears in Google Analytics.
As I mentioned above, the first way is to segment your bounce rate.
We're going to look at nine different segment options that you can use to evaluate and improve your bounce rate.
Segment bounce rate by age
Google Analytics tracks many different demographics that help you better segment and analyze your website traffic.
One of them is the age range of your visitors.
To view the bounce rate by age group, click under Audience in the left sidebar, then click Demographics. Then click on the "Age" option.
The resulting report should look something like this.
Now you can easily see if your bounce rate is higher for a given age range.
In the example above you can see that seniors (65+) have a much higher bounce rate than the rest of the visitors to this website.
If seniors are part of your ideal target market, make sure that you structure your websites properly for marketing to them.
For example, avoid using jargon, trending language, and slang.
Segment bounce rate by gender
The "Gender" option is located in this menu on the left-hand side, directly under "Age".
This report shows your bounce rate for both men and women.
You can now easily see if your website is better at keeping one gender above the other.
Gender targeting with tactics such as different languages and colors can have an impact on viewing and buying behavior.
If you have a higher bounce rate with one gender, make sure you don't accidentally create the perception that you are only targeting the opposite sex.
Segment bounce rate by affinity
The next option in the Audience section is under Interests, then under Affinity Categories.
This group bounces off based on visitor interests.
Check which affinity categories have the highest bounce rates to see if you are losing key marketing groups.
In the example above, you can see that this website works best with business people and shutterbugs.
Engagement with music lovers, film lovers, and green living enthusiasts is the poorest.
This knowledge can now help you to better address these groups with your images and content.
Segment bounce rate by location
Under "Target group", directly under "Interests", you will find the "Geo" section. Within this you can click on "Location" for another segment report.
First off, you'll see a color-coded map that shows you where most of your visitors are from.
Below you can see the table version in which your visitors are broken down by geographic region.
This gives you your bounce rate by country.
In the example above, you can see that Australia and the UK have much higher bounce rates than the other countries.
You can go further in to see if certain provinces are worse than others. You can then tailor your marketing strategy to target areas where you want improvement.
Segment bounce rate for new visitors
A good segment to check out is the “New Vs. Return ”breakdown. It's also in the Audience section under Behaviors.
Now you can see if your new visitors are jumping faster than your returning visitors.
I would expect your new visitors to have a higher rate.
To get more value from this segment, you can view the collection source as a secondary dimension.
Simply click the Secondary Dimension drop-down list at the top of the table and choose Source from the list below.
We'll talk more about the acquisition in a moment.
Segment bounce rate by browser
The browser breakdown report is a great way to determine if there are any technical issues that are causing your visitors to bounce off.
In the "Audience" section under "Technology" select the option "Browser & Operating System".
The report should look like this:
If one browser has a higher bounce rate than the others, it could indicate that you have not configured your website well for that browser.
You also need to consider versions of browsers. For example, don't just check Internet Explorer. Check out versions 8.0, 9.0, and 11.0.
If there is a significantly higher bounce rate, your website may have bugs or UX issues with that browser.
Even if the browser is outdated, if the browser continues to bring you traffic, you should fix the problem.
Segment bounce rate by device
Under the Technology section (still under Audience) you will see the Mobile section. Select "Overview" to see your bounce rate across all devices.
This gives you a comparison of the bounce rate between desktop, mobile and tablet.
If you find that your bounce rate is significantly higher on mobile devices or tablets, it may indicate that you have not properly optimized your website for those devices.
You can also view the Devices report. This further subdivides it according to cell phone brand and operating system.
For example, if you find Apple users jumping more often than Android users, you might run into some design issues.
Also pay attention to individual device models.
Focus on device trends and release dates. For example, you may find that your bounce rate is generally fine for Apple devices but too high for the latest models.
This could indicate that your website is not compatible with the latest Apple operating system.
Segment bounce rate after acquisition
Now let's look at segmentation by acquisition, not audience.
Go to "Capture" in the left menu, then to "All Traffic" and then to "Source / Medium".
The table at the bottom of the screen should look like this.
It shows you a breakdown of where your traffic came from and the associated bounce rates.
Look at the sources with the highest bounce rates to see if there is a trend.
Here is an example where you can see that the paid ad campaigns have a much higher bounce rate:
Either your ad targeting is too broad or your landing pages don't match your ads very well, resulting in a higher bounce rate.
Segment bounce rate by landing page
The final option we'll discuss is segmentation by landing pages.
In the left menu under Behaviors, click Site Content, then click Landing Pages.
The resulting table shows you a breakdown of your landing pages and their average bounce rates.
Perhaps one side has a much higher bounce rate than the other.
Visit this page and look for any design issues or issues that may make them less effective than the others.
Make sure you haven't forgotten any important steps to optimize your landing pages for conversions.
Now that you know the different ways you can segment your website traffic, I'll show you how to create custom bounce rates.
How to create customized bounce rates in Google Analytics
You can customize what Google Analytics considers interaction. This directly affects your bounce rate.
For example, you might feel like a visitor was interacting on your website when they watched a video.
In Google Analytics, you have the option to set an event such as playing a video, clicking a button, or completing a download as an interaction.
Users who complete these "events" will no longer count towards their bounce rate.
However, you need to be careful with this. Make sure automated events don't skew your results.
If you've set up your videos to autoplay, you don't want to count video views as interactions.
The easy way to change how Google records interactions is to send events to Google Analytics that tell you when a user spends a certain amount of time on a page, scrolls through a certain percentage of a page, or a specific one Element looks on the page.
You can send events through Google Tag Manager:
1. Adjust your bounce rate through scrolling percent events
The Scroll Depth trigger lets you create custom events based on how far a visitor scrolls down a page.
First of all, you need to create a new tag.
Then name your tag, choose "Universal Analytics" as the tag type and "Event" as the track type.
Next you need to enter the event category and event action.
To get the action, just click the little plus sign next to the box and choose "Page Path".
For the Event Label, select Scroll Depth Threshold.
If this option is not available, go to the Built-in Variables screen and enable the scrolling variables:
Now select "Non-Interaction Event" as "False" and add your UA tracking ID.
When you have completed all of these fields, it should look like this:
For this day, I recommend setting the scrolling to 75% of the page. This means that Google will assume that a visitor has interacted on your website when they scroll 75% of the way through the page.
Make sure you have selected Scroll Depth as the Trigger Type. Then enter “75 percent” as a percentage.
You can then save, preview, debug, and then publish.
2. Adjust your bounce rate using the timer function
You can also choose to have Google assume that a visitor has interacted on a page when they spend at least that much time on the page.
Create a new tag and give it a name e.g. B. "UA – Adjusted Bounce Rate – Timer".
You can choose the length of time you want to start with. I suggest starting with 30 seconds.
To do this, add a new trigger and name it "Timer – 30 seconds".
The interval is in milliseconds. So you have to enter "30000" for 30 seconds.
Choose a limit of one. Then set the option "Page URL matches RegEx *" in the "Conditions" section.
This will set Google Analytics to include all your pages in the tracking.
Make sure to save, preview, and debug before publishing.
Other methods of reducing the bounce rate
Below are more ways to see where visitors are bouncing and how you can use that information to drive conversions.
review Top exit pages
Another report to check out is your top exit page report.
You can find it right under the landing page report in the left menu.
This report shows you which pages are most frequently leaving your website.
Take a look at your top traffic pages and compare your bounce rate and exit rate.
This shows you who lands and jumps directly on this page and who gets there and gets out via an internal link.
This can help you narrow down where to spend your time testing and improving your website.
Check the in-page analysis
Another great report in Google Analytics is the in-page analytics report.
This is only available through a Chrome plugin now, but it's still a benefit.
As you can see below, the report lets you see the CTR for every link on a webpage.
This is a great way to rate a landing page. However, it can be useful for any content on your website, including your home page.
That way, you can see which links in your content people are clicking and which they are directly skipping.
In this way, you can determine which anchor texts you should rephrase or which calls to action you need to improve.
Show page times
Frequently, your pages may be abandoned because they are too slow.
You can check this with the Page Times report.
In the Behavior section of the left menu, click Site Speed, then click Page Timings.
The report shows you how fast each page on your website loads.
You can sort by number of page views and average page speed. That way, you can improve your pages with the highest traffic and slowest load times first.
It also shows the average speed of your website.
With Google's speed update, website speed is becoming increasingly important. Aside from that, it's critical to improving bounce rates.
For example, the average page speed given above means our bounce rate is 123% higher than it could be.
Speed reports for Google Analytics websites
You can check the other Site Speed reports for further analysis and options for improving your site speed.
The Speed Suggestion Report highlights potential problems and gives you useful tips on how to fix them, such as: B. to prioritize visible content.
You can also use Google's PageSpeed Insight for more strategies for improving website speed.
Use A / B testing
Hopefully, during all of these report reviews, you will identify some specific areas that you need to target for improvement.
It's difficult to guarantee which changes will improve your bounce rate the most.
For example, you may have identified a weak landing page. But what do you have to do to improve it?
Do you have to do it longer? Do you need another call to action? What increases your conversion rate?
A / B testing is a great way to test your improvement strategies.
For example, you can use it to test different call-to-action formulations, different landing page designs and different target groups.
A / B testing makes it easy to see what works and what doesn't because you can see one version of your website for half of your visitors and a different version for the other half.
Just make sure you have a clear goal for your testing and are following the right steps.
To better understand your A / B test results, you can also use a significance calculator.
Make your pages easy to read
It's easy to forget about such a simple aspect of your pages, but readability is important.
There are many free tools you can use to check the readability of your content and your website, such as: B. the Yoast plugin for WordPress.
Make sure the heading is big and bold. Then use bullets to make the article easier to read.
Here are some tips to help you format your content and make it more readable:
- Use sub-headings to shed more light on your topic.
- Use bullet points to explain benefits or notable points.
- Use plenty of charts, images, screenshots, and quotes from industry experts as needed.
- Keywords in bold a few times (don't overdo this).
- Ask lots of questions in your content to encourage readers to participate rather than just read.
- End your content with a subheading titled "Conclusion". This prompts the reader to read the last few words and take quick action. Make your conclusion actionable.
You can use WebFX's free readability tool to test how readable your website is.
Also note your font size and type, your sentence and paragraph length, and the white space on the page.
Take into account other elements on your side that may be distracting, such as: B. Your choice of colors and ad placement.
Include clear CTAs and consider their placements
A great way to get people to engage and convert is by using compelling calls to action.
A call to action should compel someone to do something; B. sign up for a newsletter or buy a product.
There are many ways to enhance your call-to-action buttons. Take into account your copy, color, button size, placement on the page, and more.
Apple suggests making sure that all CTA buttons are at least 44 pixels tall.
Sprout Social, a social media management software company, understands that a surefire way to convert more users into customers is when users get a free trial and train them along the way.
You can get a buy-in without receiving a purchase from a customer with a CTA for a free trial. This will help you get a good bounce rate. Check your landing page, whether it's a WordPress theme or not, to see how you can get something urgent and get a website visitor to take positive action.
If you're in the SaaS business, offering free trials really works. Your free trial should be made clear in your CTA.
Use videos and pictures to reach your target audience
Humans are visual beings.
We love pictures. We also store information better from pictures.
If you hear or read something, chances are you will only remember 10% three days later. However, when you see a picture, you will likely remember 65%.
Adding pictures and videos is a great way to keep your audience engaged with your content.
Short, catchy videos are becoming increasingly popular and can fuel engagement.
Infographics are also effective in attracting your visitors.
In fact, over 41% of marketers say infographics are their most engaging form of visual content.
Wenn Sie feststellen, dass Ihr Publikum sich nicht mit einer bestimmten Seite beschäftigt, müssen Sie möglicherweise einfach weitere Bilder, Videos und Infografiken hinzufügen.
Bieten Sie Live-Chat-Unterstützung an
Live-Chat ist die schnellste Methode, um Kundendienstunterstützung anzubieten.
Wenn Leute auf Ihre Seite kommen und nicht sofort genau das finden, was sie wollen, kann der Live-Chat ihnen helfen, sich zu engagieren, bevor sie aufgeben und die nächste Website ausprobieren.
Es gibt heute viele Plattformen, mit denen Sie Live-Chat-Dienste wie Intercom einrichten können.
Live-Chat ist eines der besten Tools, die Sie in diesem Jahr auf Ihrer Website implementieren können, um die Sprungkraft zu verringern und die Conversions zu steigern.
Zielschlüsselwörter mit hochwertigem Datenverkehr
Schlüsselwörter können Ihre Absprungrate erhöhen oder verringern. Wenn Sie die Absprungrate verbessern möchten, zielen Sie auf hochwertige Keywords ab, da sich dort der hochwertige Datenverkehr befindet.
Laut LinchPin SEO befindet sich ein perfektes, hochwertiges Keyword an der Schnittstelle von vier wichtigen Metriken:
- Persona Wert
Wussten Sie, dass 97% des Umsatzes von Google mit Werbung erzielt werden? Der Großteil ihrer Einnahmen stammt aus der Ausrichtung teurer Keywords.
Nicht alle Schlüsselwörter sind gleich. Einige werden Ihnen wertvollen Verkehr bringen, während andere Sie nur am Straßenrand auf eine Fahrt warten lassen, die wahrscheinlich nicht kommen wird.
Durch einfaches Schreiben von Inhalten für Ihr Blog wird Ihre Absprungrate nicht angemessen reduziert oder die Conversions nicht verbessert.
Sie müssen auch auf Keywords mit hohem Datenverkehr abzielen. Diese Schlüsselwörter senden wiederum hochwertige Kunden an Sie.
Ziehen Sie die richtigen Besucher an
In ihrem Buch Content Strategy for the Web schrieb Christina Halvorson: „Bessere Inhalte bedeuten bessere Geschäfte für Sie.“
Eine höhere Sprungkraft tritt auf, wenn Sie von Anfang an den falschen Website-Besucher erhalten. Dies ist ein Targeting-Problem.
Wenn Ihre Content-Strategie nicht die richtigen Besucher und Umsatzsteigerungen für Sie erzielt, ist es an der Zeit, diese zu verbessern.
Nichts ist so leistungsfähig wie das Veröffentlichen von benutzerdefinierten Inhalten, die für Ihren Markt „richtig“ sind. Verwenden Sie dazu eine Inhaltsstrategie, die jede Phase des Kaufzyklus berücksichtigt.
Brian Dean steigerte seine Conversions an einem Tag mit A / B-Split-Tests um 785%, da er erkannte, dass das traditionelle E-Book-Werbegeschenk für die Erstellung einer umfangreichen Liste nicht mehr effektiv ist. Er entwickelte die Strategie „Content Upgrade“, die mittlerweile zum Marketingstandard geworden ist.
Der Fehler, den viele Content-Vermarkter machen, besteht darin, dass eine hohe Absprungrate auf einen Mangel an qualitativ hochwertigen Inhalten zurückzuführen ist. Der Begriff „Qualität“ ist jedoch relativ. Ihre Definition von „Qualität“ stimmt möglicherweise nicht mit meiner überein. Ein höherer Sprung kann besser auf den falschen Inhalt zurückgeführt werden.
In der Welt des Internet-Marketings beispielsweise werden lange Artikel (normalerweise mehr als 2000 Wörter) als qualitativ hochwertig angesehen, da sie dazu neigen, jede Frage oder jedes Anliegen der Zielgruppe anzusprechen.
Auf der anderen Seite gilt dies nicht für nicht mit dem Internet verbundene Branchen wie Gesundheit, Unterhaltung und Finanzen. In diesen Branchen schneiden kürzere, informative Artikel auf Social-Media-Plattformen tendenziell besser ab.
Dies ist eine Lektion für Sie, wenn Sie eine Kampagne erstellen oder Inhalte erstellen: Richten Sie sich immer an die richtigen Besucher. Wenn Sie eine Facebook-Werbekampagne durchführen, gehen Sie auf Ihre Kampagne ein und finden Sie die richtigen Personen.
Der Wert des richtigen Publikums kann nicht überbetont werden. In einem Interview mit Forbes sagte Robert Kiyosaki, dass der Schlüssel zu seinem Erfolg beim Aufbau einer Multimillionen-Dollar-Marke rund um die Finanzkompetenz „Einfachheit“ sei.
Das ist wirklich auffällig, weil ich oft das KISS-Konzept (halte es einfach dumm) befürwortet habe.
Es ist eine Kettenreaktion. Wenn Sie die richtigen Inhalte erstellen und die richtigen Kanäle verwenden, um sie zu verbreiten, erreichen Sie letztendlich die richtige Zielgruppe, die an Ihrem Angebot interessiert ist. Sie entwickeln eine gute Absprungrate.
Dies ist der einfachste Weg, um Marketing für Sie arbeiten zu lassen. Wenn Sie beispielsweise Informationsprodukte (wie E-Books oder Software) und Dienstleistungen verkaufen, verdoppeln oder verdreifachen Sie Ihre Umsatz-Conversion-Rate, indem Sie nur die richtigen Interessenten gewinnen.
Further, HubSpot’s research data shows us that 50% of consumer time on the web is spent engaging with custom content that’s tailored to them.
Write Attractive Meta Descriptions
A lot of companies don’t optimize their meta descriptions for search users. As a result, their click-through rate continues to decline.
Maybe they didn’t think that it was that important – but it is.
When users type a keyword into Google search, any word that matches the search term is bolded, to differentiate it from the rest and tell the searcher to consider that result.
Meta descriptions are HTML attributes that describe what a particular web page is about. Search engines use meta descriptions to display a snippet of your web page, so that users can determine whether a particular search result is right for them, just by reading the description.
You can see that I mentioned the keyword just once in the description – not more. Also, notice how the keyword flows into the rest of the copy, so it doesn’t appear manipulative. This helps achieve a good bounce rate where a site visitor will see what the site is about and hopefully be enticed by the CTA.
Use A Call-to-Action in Your Meta
Search users – all users, really – need you to tell them what to do next.
Still using the above keyword (best plumber in NY) as our example, here’s how to use it as a call-to-action in your meta description:
Analyzing and improving your bounce rate can be intimidating. But improving your bounce rate means a more engaged audience and more conversions.
If you follow the steps I’ve outlined in this post, you should see your bounce rate decrease in no time.
First, understand what a “good” bounce rate really is and narrow down your analysis to pinpoint exactly what your bounce rate metrics are telling you.
Remember that a site-wide bounce rate is simply a vanity metric. It’s too broad to provide actionable information.
Focus on the different segment reports and your other analytics tools to dive into the data.
Check out your top exit pages, page timings, and speed reports to understand what might be causing your bounce rates to be high.
To help people engage with your content, be sure to improve your site’s readability, add imagery, optimize your CTAs, and use live chat.
Do some A/B testing to see what works best for you and your audience.
Monitor your reports with each change to see where and how you’re improving
Remember: There is no magic number that you’re trying to hit.
Aim to keep improving and offering your customers a better, more engaging experience.
What tools and tricks do you use to monitor and improve your bounce rate?