After your business has put time, effort and money into a website, you want people who land on your website to stay a while so that they can get pricing information, shop for products, sign up for email updates, or even just learn more about your business.
The bounce rate measures the number of people who land on your homepage and leave without clicking on anything. Business owners and local internet marketing professionals want to keep this number as low as possible.
Chances are, if your bounce rate is high, there may be ways to improve your website. People who visit your website but leave quickly may have left because they didn’t find what they were looking for, or because your website was confusing or difficult to use.
How Can I Compare Bounce Rates?
It’s smart for businesses to track their bounce rate over time using Google Analytics. That way, your team can see how website changes have influenced the bounce rate and set obtainable goals. According to Google Analytics, the average bounce rate for retail websites is 20 to 40 percent, while the average bounce rate for service websites is only 10 to 30 percent.
Blogs and landing pages, on the other hand, typically have higher bounce rates. The average for blogs is 70 to 98 percent and for landing pages it’s 70 to 90 percent.
Use these benchmarks as a guide. If the bounce rate for your service site is closer to 50 percent, for instance, you may need to take a closer look at your website content. And remember that even though the bounce rate for blogs and landing pages is high, there is still a lot you can do to improve this metric.
Attract the Right People to Your Website
First, it’s important to make sure that you’re using the appropriate keywords to attract people who are interested in your products and services. Improve search engine results by writing useful meta descriptions for search engine users. To learn more about search engine optimization, see our major search engine guide.
Also, it can be helpful to create several landing pages that are geared toward specific segments of your customer base. That way, the people who land on your website are more likely to find what they’re looking for.
Make Your Website More User-Friendly
People are more likely to stay on your website if it’s uncluttered, organized and easy to scan. Rather than greeting people with blocks of text, simplify your product and service information into a bulleted list for easy skimming. When it comes to web design, simple is often better.
Deliver Engaging Content
The best way to keep users on your site is to provide them with high-quality content that’s presented in an attractive way. Break up content with stylish headings and subheadings, and keep your writing free of errors, which can distract people from your message.