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Bounce Rate: The metrics for user satisfaction

The sport table tennis is probably the closest example for the concept of bounce rate. When you play alone and flip the other side of the table, obviously no matter how hard you hit the ball it will just bounce back at you. Its different when playing with a pair where you can see the movement, and how every hit is made.

similarities-of-table-tennis-with-bounce-rate

Grasping the concept of bounce rate

“Bounce rate” is often confused with “Exit rate” and these two are pretty much different. Bounces are one page sessions where user who landed on it immediately leaves, while Exits result from users viewing more than one page in a session. Users may not have landed on the page itself but found a way to it through navigation of the website, the last page viewed by a user.

Does high bounce rates hurt the website and needs to be reduced?

Generally yes, but as a whole no. Why? It all depends on your goals. Websites normally provide information that the users need. And each company website has a distinct value which targets a relatively different audience compared to another.

Start with the goal of the business

Ideally, there are different sets of goals and conversions for each website and it is important to know which among these are to be prioritized. Here are some of the common goals:

  • Purchase

  • Inquiry

  • Registration

  • Click to call/chat

  • Request for quotation

necessary-actions-for-bounce-rate

Important things to consider in utilizing the website elements

Contents

Contents are important for both users and SERPs. Contents written to encourage users to read, navigate and browse more is one of the ultimate goals, not to mention how SERPs can locate your website from plenty of similar websites line of business.

It is important to let the users experience and find what they seek but it is also important to have information about your website where search engines are able to locate you upon search query of a user.

Having a good design always counts

Include relevant images for better user experience and engagement. Also optimize the images sizes and avoid pop-ups because it may affect the loading speed of the website, and a slow loading website is a big no.

Easy navigation

Users don’t want to locate the unsearchable information that they seek. Instead, they want it right in front of them. Maximize the use of the website’s navigation in order for them to have an easy flow of browsing over the pages of the website.

Segment

Though there is a target audience, it is important to provide information through persona. Here is an example:

  • Chocolate XYZ sells Dark and Milk chocolate but not everyone loves to eat dark chocolate. So if user A who loves dark chocolate looks at the page with both dark and milk chocolate in it, it may incur additional bounce rate.

Therefore, it is recommended provide information about the two products which is based on the user’s interest.

Re-analyze your keywords

Take time to review your keywords and check which are performing and which are not. Analyze, strategize and provide an action plan to further enhance the website’s performance.

First impression

Why is first impression the last on the list? Consider it saving the best for last. First impressions are the initial seconds of catching the users attention upon visiting the website. This is the deciding factor whether or not the user will browse or bounce.

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