Bounce rate is a KPI that you need to learn to master if you want to evaluate the interest that a website visitor has towards your company. It is a KPI that helps you to identify and evaluate the quality of your user experience on your website.
In this article, our SEO experts explain how Google Analytics calculates bounce rates so that you can assess the performance of your website and make the necessary adjustments to your content and website interface.
Understanding the bounce rate in Google Analytics
The bounce rate is a key performance indicator that designates the percentage of visitors who access a website page, then leave the site without taking any action (e.g. Clicking on a page, visiting several pages, etc.).
According to Google, the bounce rate in your Google Analytics is the number of sessions with a single page consultation, divided by all the website sessions. It is therefore the percentage of all sessions on your website where only one page was visited and therefore only triggered one request to the Google Analytics server.
These single page view sessions have a duration of 0 seconds. This is due to the fact that Google Analytics can only calculate the duration of a session from the second page visited.
How to calculate the bounce rate in Google Analytics?
A website’s bounce rate is calculated by dividing the number of single-page sessions by the number of total sessions on the website. On Google Analytics, the bounce rate is calculated according to the following formula:
Rb= (Tv / Te)
- Rb = Bounce rate of a given page
- Tv = Total number of single-page sessions
- Te = Total sessions on the website.
Note that on Analytics, the following cases are considered a bounce:
- The visitor clicked on a link pointing to another website than yours
- The visitor clicked on the back arrow to leave the page
- The visitor closed the page
- The visitor entered another URL instead of the page URL
- The session ended before the visitor even went to another page
The bounce rate varies greatly from one industry and one site to another. In general, the average bounce rate is between 40% and 60%. If your website has a higher bounce rate than these percentages, you must take action and identify where the problem is to solve it.
Is a “high” Bounce Rate always bad?
In some cases, a very high bounce rate can mean that your visitors are satisfied and that your page is exactly what they want. This can be the case for a store site where visitors consult information such as opening hours, contact information, etc.
For a blog website, the goal will be that the user reads at least one blog post. Here, the bounce rate will not be a very relevant indicator since it does not take into account users who left the site but those who still found the information they were looking for. If you want to get a reliable bounce rate, we recommend using Google Tag Manager, which will allow you to set up a tracking event that is triggered after a 30-second timeframe. If a visitor spends more than 30 seconds on your page before leaving your site, their visit will not be counted as a bounce.
Similarly, if your goal is to redirect your visitors to product or service pages with an affiliate program, a high bounce rate can actually show the effectiveness of the page set up. It will then be important to analyze the number of clicks on the exit links to determine the real bounce rate.
How can you optimize your bounce rate from Google Analytics?
Whether it’s to improve the quality of your content or to encourage users to take an action, there are several ways to optimize your bounce rate from Google Analytics. Here are some techniques that our SEO experts recommend:
- Analyze the time spent on each page: Our digital experts consider that a user who has spent 30 seconds on a page of your site without visiting a second one is interested in your content, so it is not counted in the bounce rate. Google Analytics will therefore cancel the bounce rate for sessions that exceed 30 seconds and record the time spent on the page.
- Generate a scroll event: If you want to know if a user is interested in a specific piece of information located at a specific place on your page, you can create a scroll event that will generate an action in Google Analytics when the visitor reaches this content. In order to know where they stop on your page and also evaluate if they have seen your most relevant content.
- Add links to similar blog posts directly in the body of the text: Links that are placed between the paragraphs of an article increase the click-through rate, especially if they take into consideration the user’s interests. Highlighting non-intrusive content is a good way to entice a user to learn more. What is more, if the visitor has viewed more than one page, then their session is not considered as a bounce rate.
- Add a clear and interesting call to action for the user: Highlight a Call-To-Action as this can drive your visitors to explore other pages on your website, which will help you decrease the bounce rate while encouraging the user to discover more about your company and your offers. To do this, your call to action should reflect your added value and the benefits they will get from browsing your website longer.
- Opt for a heatmap tool for your website: In order to measure your bounce rate efficiently, it is interesting to use a heatmap that will allow you to render the path of visitors on your website through their clicks by following their mouse movements. This will allow you to see which areas of your website are the most “attractive”. The purpose of a heatmap is to help you improve your page content in order to attract more visitors and keep them interested.
- Do A/B testing or multi-variable testing: In general, it is advisable to do A/B testing by testing one element at a time on your website page. However, if your website has a high volume of traffic, you can opt for a multi-variable test. The goal of this test is to identify the elements that can influence the bounce rate in order to optimize your pages.
If you want to improve your bounce rate and get more advice from our SEO specialists, please contact us today by clicking this link: https://eminence.ch/contact-agence-marketing-geneve/