What is Bounce Rate and Why it Matters

Bounce rate is a term that, by itself, scares many people who have not yet had close contact with web analytics.

Despite much confusion, and many people do not understand what it represents, it is a fundamental metric to evaluate the effectiveness of digital marketing actions.

It is also a valuable input to know what to optimize, where to optimize and how to optimize.

What Bounce Rate Means

A bounce rate is a number expressed as a percentage, and it indicates how many visitors visited a single page of your company website and then left, without continuing to navigate to the next page. Each time this happens, a rejection is counted.

This definition is not absolute and can vary from tool to tool. However, it is the form used by the most used system in Web Analytics in the world, Google Analytics.

It is important not to confuse bounce rate with exit rate. Both have different meanings and impacts. The bounce rate only happens when a person accesses only one page of the website.

The exit rate is a metric to show how many people are leaving the site from a given page, regardless of whether or not it is the first page visited on the site.

Why it is essential to track the Bounce Rate

All companies must have specific goals on their websites. It can be the download of a material, a quote request or a newsletter subscription.

And usually, the achievement of this goal requires at least one click, which means that when there is a rejection, among other things, the site was unable to lead the visitor to the goal.

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By tracking the bounce rate, your company is able to obtain important information about the effectiveness of calls to action and the message, for example, and then think about optimizations and improvement plans to reduce bounce and possibly increase conversion.

In the case of traffic coming from Google Ads, the bounce rate is even more worrying, as a high percentage means money wasted on clicks and a consequent increase in cost per lead.

Also, Google Ads now considers the bounce rate when calculating the quality score of the ads, that is, the higher the bounce rate of the ads’ landing page, the lower the quality score and the higher the cost per click of the campaign.


How to Reduce Blog Bounce Rate

And when is that rate too high compared to your new visitors? What should we do? Here are five tips that will help reduce your rate and improve your blog even more.

1. Create a good structure for your text

Make your content short paragraphs: avoid more than seven lines in each one. Think that your user needs a text with robust ideas. To do this, create subtitles and a continuity line in each topic.

Besides, you can use bullet points, like the ones we use below:

  • They are an excellent visual resource;
  • They help to explain the subject better;
  • Order the ideas you want to pass on.

For example, HK Certifiers, a company that offers Construction Certificates services,  needs to be specific about the type of article it will publish on its website. It needs to be useful for the target audience of the business.

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2. Use internal links in your post

If you have content that can give more depth to your post or even continue on points that you do not intend to talk about in the text, creating internal links can be the right solution.

3. Insert CTAs (Calls-to-Action) on your page

One of the main focuses of Inbound Marketing is to generate leads, both for relationships and sales. Therefore, it is necessary to encourage your visitor to become a lead through conversions, that is, to make the visitor fill out a form to leave their information in exchange for educational material, a trial request, contact etc.

For example, Media Shark, a mobile app development agency, can use a CTA for a free consultation about a mobile application idea. That will take the pressure to make a significant decision straight away.


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