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Bounce rates are a very simple and yet very informative metric to measure as they can quickly point out some basic flaws in your website.
Bounce rates generally vary dependant on the genre of the site, you may expect a larger bounce rate on a blog for example than you would on an e-commerce site simply by the nature of how the content on the site is structured. With a blog you can normally view much of the content of a particular post on one page however with an e-commerce site it may require you to click through to a specific product.
A high bounce rate would however normally indicate the page you are measuring is flawed somehow; this may be due to a number of things such as; poor or irrelevant content, poor page design, poor navigation or even errors on the page. You may even be measuring the incorrect metric, bounce rate is only useful where users are landing on that page, exit rate would be a better metric to measure if you’re not looking at a landing page.
Below are some steps to help reduce your bounce rate:
- Find the pages of your site receiving particularly high bounce rates
- Ensure these pages have no obvious errors or issues
- Determine which sources the visitors are coming from that are bouncing
- What keywords/websites are driving them
- Is that particular page the best one to send them to?
- Is there an obvious route or path for them to follow?
If you have covered all of the above and are still unsure maybe we should take a look for you, this is a subject that would be covered in our SEO services or our conversion optimisation offering.
