Reducing Bounce Rates & Exit Rates

We previously touched briefly on Bounce Rates and Exit Rates. Let’s have a look at these now in more detail.

EXIT RATE

The exit rate is simply the percentage of people who leave after viewing a particular page.

Each page on your website has its own exit rate which lets you know the last page that visitors view before they leave.

Your exit rate is important to consider, but ultimately people must leave your site at sometime. Looking at your website analytics will help you identify any pages that have particularly high exit rates. You can then follow up to assess why they are leaving.

BOUNCE RATE

The bounce rate is the number of visitors who leave after visiting a single page.

Each page on your website has its own bounce rate, so you can use your analytics to focus your efforts on the pages that matter the most to your business.

When working to lower your bounce rate, keep in mind what it is you want visitors to do. You are lowering bounce rates to make sure visitors stay around long enough to complete a conversion.

FOR INSTANCE, START BY LOOKING AT THE BOUNCE RATE FOR PAGES THAT:
  • Are high traffic pages, with lots of visitors
  • You are optimising for conversion
  • You are sending adwords (or other paid) traffic to

If your bounce rate is high, your visitors are not engaged and their commitment is low.

SO WHAT VISITOR ACTIONS ARE CONSIDERED A BOUNCE?
  • Clicking on an external link
  • Hitting back
  • Closing the tab
  • Typing another URL in the address bar

Your bounce rate can be affected by the quality of your page, or by the quality of visitors coming to your site. So to start fixing this we have to look at using a combination of analytics and user feedback.

ANALYTICS CAN HELP YOU IDENTIFY YOUR:
  • Highest traffic pages
  • Pages with the highest bounce rates
  • Where your traffic is coming from
USER FEEDBACK CAN HELP YOU IDENTIFY:
  • How visitors are using your site
  • What visitors are looking for and if they can find it easily

There are many reasons that websites have high bounce and exit rates, but there are some common reasons we see very often.

HIGH BOUNCE RATES & EXIT RATES OFTEN OCCUR WHEN:
  • The website looks messy and visually unattractive
  • The website is difficult to navigate and information is hard to find
  • The website has no clear call to action

Numbers can point you in the right direction to find where to look for issues, but it’s the user experience that makes or breaks your site. Try using your website from your customer’s point of view to make sure that it is all it can be.

It can be difficult to step back and see your site objectively if you are heavily invested in it. You may benefit from asking a few friends to try out your site and complete a particular task, preferably one that is closely linked to one of your conversions.

Watch for problems they may have. For best results, use friends who have no idea what you do or sell.

If you would like assistance setting up analytics on your website, or want some help with interpreting your data, don’t hesitate to get in touch with us.

2018-05-19T22:34:58+00:00March 23rd, 2015|Conversion Rate Optimisation (CRO), Online Stores, Websites|

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