Bounce rates according to Google, is navigation to other websites from the landing page of one’s own website. It is measured by single page visits of a website and should be less than 35%, ideally. If a person visits a web page on one’s site and then navigates away to another completely different website, or just exits from the page, it increases one’s bounce rate. A bounce rate of 30-40 percent is considered normal, while 50 percent should make one take special interest in website optimization and work on aspects to reduce bounce rates. Factors that affect bounce rates are summarized below.
SEO is an important factor and has a say in reducing bounce rates. A highly optimized website will only present relevant content, which an online user had been searching for. Keyword stuffing is of no use and generally results in higher bounce rates. A page that is linked to a keyword, should have relevant content for that keyword and focus on services that are linked to it. A badly optimized page would not have proper online traffic, in the first place. Optimization gone wrong may become taxing, if high bounce rates are ignored.
Web page layout also affects the way online visitor chooses to stay on a website, or navigate away from it. That is, if page used for landing is poorly designed with relevant information not placed in a user friendly, or readable fashion, this may result in high bounce rates. Google suggests that having an impressive layout that showcases the keyword specific content, or product, or service in the right light is necessary to reduce bounce rates.
Having a keyword specific web page for every niche keyword helps one reduce bounce rates considerably. It is like having a special page for every keyword that can be linked to one’s business. If one considers heating systems, there are various sets of keywords like geysers, electric geysers, solar geysers, etc. Having page for every category will help one reduce this rate. Google suggests that AdWords used, should be keyword specific and also have landing pages that provide right service information.
Some times, a web page may not enjoy lower bounce rates, due to various reasons. If a website has a single page like for blogs, then bounce rate is bound to be high. At times, an online visitor is only interested in contact information which may be provided at the landing page right away. So, one should check reports for bounce rates on individual pages, along with time spent on the page for a clear picture, instead of getting vexed over bounce rates. Unless and until it crosses 50percent, this should not bother anyone.
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