The bounce rate is an influencing factor for search engines since depending on user behavior and the value of this KPI, search engines can determine the quality of the content on that page. Therefore, having a low bounce rate is synonymous with a better position in the organic search results (SERP).
Therefore, it is important that your website has a low bounce rate to have more options to improve your SEO positioning.
But what is the bounce rate?
Google Analytics defines bounce rate as the percentage of sessions from a single page on your website. Although this definition we could say that it is inaccurate since it really is about the visits of unique interaction to a website. This means that a user when he arrives at a page, after his visit, does not take any action again and leaves it.
In other words, a bounce rate occurs when the user enters a page and does not click on any button or link, or view any video, or stay for an average time and end up leaving.
What is the average bounce rate of a website?
The bounce rate of a website is usually between 20% and 70%. Obviously, not all websites have the same bounce rate and in many cases, this will also depend on the sector to which it belongs and the origin of its traffic.
The bounce rate occurs when the user enters a page and does not click on any button or link
Another element influencing the bounce rate is the type or category of the web page. According to a study conducted by Custom Media Labs, depending on the type of website the bounce rate can be highly variable.
As can be seen in the graph, the behavior of a user who accesses e-commerce has nothing to do with the one who accesses a landing page or a blog article. This data is important to take into account to know if the bounce rate is within normality by virtue of its type/category.
And how can the bounce rate be reduced?
There are many elements that can be improved on your website to try to improve this important data and here we are going to give you some tips that will help you improve the bounce rate of your website.
Improve the readability of your content
If the content of your website does not have good readability, you have a good chance that the user will lose interest and go to look for the information they want on another site. Therefore, it is important that your content has the perfect conditions so that its reading is comfortable, clear, and interesting.
Some improvements you can make in this regard are:
- Simple fonts without too many watermarks.
- Use a color that contrasts with the background color of your website.
- Appropriate size for your target audience: people. older people like large typefaces.
- Control paragraph spaces and line spacing.
Generate quality content: avoid thin content
In SEO positioning, content is king (according to Google). That is why this point is one of the most important to take into account if you want to lower the bounce rate of your website.
If your content is poor, it will be considered Thin Content.
To avoid Thin Content you must make sure to implement SEO optimization actions. We define some of them:
- Have proper SEO copywriting
- Define well your main goals and that they are aligned with your content
- Generate friendly urls on your pages
- Insert internal and external links that allow the user to continue being informed
- Use rich snippets / structured data
Take care of the design of your interface. Good UX
An ugly design can have a bigger impact on the bounce rate. It is the first thing the user will judge when they first access your website.
Therefore, it is important to create a good impression so that prejudice becomes an opportunity and not a weakness.
Some of the questions that you should review to offer a good user experience are:
- Use blanks
- Have the menus always accessible
- Be creative in your proposals
- Organize your website hierarchy well
- Improve loading speed
- Highlight the links
- Attractive images
- Use an internal search engine
- Responsive for mobile devices and tablets
Use audiovisual content: videos and podcast
Multimedia elements help in a notorious way to improve the bounce rate since this content contributes extra time of permanence of the user on the page. Of course, for this to happen, this content must also be persuasive and of quality.
Avoid pop-ups and invasive advertising
The disproportionate use of advertising can be counterproductive in terms of the bounce rate, as it can be annoying and our visitors may decide to leave.
The same occurs with banners and interstitials, which are content that often appears in many cases in an irruptive way on the content, blocking the user’s reading during the time it is visible.
In addition, this type of resource was a reason for punishment in one of Google’s algorithmic updates, creating a drop in the rankings.