Rate of rejection or “Bounce Rate” is one of the metrics you should follow when running digital marketing campaigns. And this can seriously affect your conversion rates. If most users are abandoning their website or landing page, you probably won't get a chance to convert them into leads, prospects or customers.
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And if you are running a lead generation campaign, the bounce rate for your landing page is one of the most important metrics to follow. That's because if she's high, she won't capture as many e-mail records as she expects.
Contents
ToggleUnderstanding the rate of rejection
The rejection rate reveals how many users arrive on your site and decide to leave without going to a second page or stay the same. This is called a single-page session. You calculate the bounce rate by dividing the number of sessions from a single page by the total number of sessions. The rejection rate is calculated by percentage.
The best of worlds to achieve results is always to have lower rejection rates, a sign that you have provided sufficient reasons for the user not only to remain on the first page, but also to click on other pages that are important for your strategies. And that's the point!
Start worrying if you have a higher bounce rate as this indicates that you have not been able to convince the user to stay on your site. There are many ways to reduce your rejection rate and I'll give you a few tips ahead.
A visitor can leave your site in several ways:
- click on a link to a different site
- by clicking on the “Back” button to return to the search results or the reference site
- closing the browser window or tab
- typing a new URL in the browser
- session timeout, usually due to web hosting errors
What's a good rejection rate?
Is that a thing? Yes, there is and I have prepared a scale according to market criteria for you to understand. Whenever you go to review your website or landing page, observe the percentages:
- 26-40% = ideal
- 40-70% = average
- 70-90% = bad
- 90%+ = very bad
Don't get too excited if your rejection rate is less than 20%, this probably occurs due to an error such as duplicate parsing code, incorrect implementation of tracking events or third-party add-ons such as live chat plugins.
Important: Although the above metrics are good to start with, the bounce rate varies between different business sectors, the type of content you have and even the device you use. These rejection rate patterns can give us a clue as to why visitors reject and what to do about it if there is.
But where to begin?
First, by analyzing how are the rejection fees of your site. There are tools that specialize in bringing this data, but the most used is Google Analytics, where you can easily see the overall rejection rate by clicking on Audience » Overview.
You can also get a more detailed view of the rejection rates on individual GA pages by clicking: Behavior » Content of the website » Every page.
Good practices can help in this mission to reduce the rejection rate of your website:
The simpler the better!
Whatever goals you are looking for for visitor actions on your website or landing page, from filling out a form, knowing a product or service, making a purchase or any other strategy, you need to make it as easy as possible.
The harder it is for users to find something, the less likely they will be to do, so put in the foreground what you want them to do and make it as objective as possible. Be direct. If you want a visitor to make a purchase, for example, it should be convinced in a few steps, so provide payment and check-out information in a clear and easy way.
Try to facilitate registration by offering Google login or social networks. If the user has to fill out a form with his data from scratch, the bounce rate can increase considerably.
Use different types of content
Remember that the content needs to be short and informative, so always try to get to the point. If your site is unattractive, it is much more likely that customers will abandon you in search of something else. That's why you should keep things varied and interesting with a mix of different types of content.
In addition to creative and direct texts, try to include videos, for example, in addition to images. Make sure these images comply with Google guidelines, so as not to harm SEO!
Fix inactive links
You must have already visited some site where the links are broken and the pages present error message, which makes you abandon it immediately. Correction of broken links is not only a great SEO strategy from Google, but also a good way to ensure that your bounce rate is as low as possible.
If visitors reach a page and realize that it doesn't exist, they may decide to leave their site completely, because they won't want to get to any more broken pages. There are many ways to fix inactive links, you can analyze by Google Analytics or you can use one of the many tools available online.
Responsive Design
One of the most common complaints of users when it comes to websites is “this site did not load correctly on my mobile phone”. Have you ever heard anyone say that? How long did this person spend on the site you were trying to access?
The reality is that if your site is not well designed for mobile devices, the competitor's will be, and a user would rather spend time on a site that looks great on his smartphone than on pages that he has difficulty accessing.
Simplify internal search
Using your website, people should be able to search for anything they want and find everything very quickly. If you have an internal search tool, it is worth devoting extra time to optimize it so it is easy to use and effective.
This means that your search should be easy to see, easy to use and efficient; if a visitor is to use, he should never receive irrelevant links. The pages should be quick to load, so customers can find what they need quickly and easily.
Always try to include a search field on the site, many users search to facilitate what they seek to find.
Formatting of ads
One of the biggest villains when it comes to rejection rate is their method of advertising. Many users apply ad blockers, and there's not much you can do about it (other than ask them not to use it), but they'll be even more discouraged if they're not using an ad blocker and you're displaying an ad that occupies the entire page.
Keep your ads as attractive and discreet as possible; you will not always have control over it, but as far as you have, try to keep them away from your content. Avoid invasive pop-ups that open during navigation. If you're going to use this strategy, be creative so you don't increase the rejection rate.
Improve the speed of your website
This is a subject we will always address here on the Blog. Having a site with pages that they load quickly is fundamental nowadays. So one of the easiest ways to improve the bounce rate is to also improve the speed of your site.
Users are in a hurry and decide whether to stay on a site in the first seconds. If your site does not charge in up to 3 seconds, they may assume it is broken or simply lose patience and leave.
You can measure the speed of your site with tools like Google Page Speed, which also provides recommendations to increase the speed of your website.
Help visitors find their way
Your page may actually be exactly what your visitor is looking for, but if they have to roll 80% of the way down to find the relevant information, they will likely end up rejecting it.
Make sure your content answers the question or gets to the point quickly. If your site has multiple content sections, consider adding an index or button that jumps to the most interesting part and wherever you want the action to happen. For example, sell some product.
Avoid excessive information and seek to use menus that expand, but at the same time stay hidden, to facilitate navigation and optimize delivery of the desired content.
Conclusion
You may care more about visitor data and conversions on your site or landing page, but the bounce rate ends up taking down many strategies, as it is usually ignored in the metric analysis.
At the same time it allows you to understand where the content applied is working and where it is not! Do not be afraid to adjust or even re-plan your strategies, after all “testing and testing” remains one of the most valuable practices in marketing.
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