Let’s not talk about marketing for a short while. When you hear the word bounce, there are a lot of fun things that come to your mind. It’s what a ball does when you pass it around or play sports involving balls. It’s what you do when you jump on a trampoline. Let’s not even get started with a group of your friends from when you were or if you’re still young who invites you to ‘bounce’.
Yes, a lot of people associate bounce with good things. But is it actually good once you use it in marketing parlance? What does it mean when you have a bounce rate of 100%? Is this a good thing or not?
Bounce Rate, In Easier Terms
Simply put, if you think your website bounce rate is the same thing as your email’s bounce rate, you’re not getting anywhere. A website bounce rate is the amount of visitors it gets for a short time, then leave. They’re not doing anything there—they just look around for a short while, then they leave. Now you know why a high bounce rate isn’t a good thing, but a rather troubling prospect.
If you’re comparing it to exit rates, that’s another thing altogether. Exit rates are better than bounce rates, in a way, because it includes some people who may be part of the ‘bouncers’ but that doesn’t mean they didn’t look on any other pages on your website. The last page that counts as their exit rate may be the last in a long series of pages they visited, which is why this isn’t a bad thing.
When a Bounce Rate Looks Good
Bounce rates aren’t always a bad thing. If you’ve got a website that, say, lets people call a certain number or leads them to a more concise explanation of who you are as an organization or what product you want to sell, that’s a good example.
However, if you’re not getting the right amount of people staying on your website when you’ve got no other places you want them to go to, that’s the time you think of ways to keep them in your website, not out.
Bounce Rate Fixes
Everything’s not all bad, however; there are ways to lower Bounce Rate on Your Website. Some of them are as follows:
- Who is your Target Market?
Do you really know your audience? This is one of the biggest reasons for bounce rates. Sometimes, websites are not optimized enough to attract the people it’s supposed to draw in. Learning the right keywords, and keeping your website optimized to your specific niche, will help a great deal.
- Make your Website Attractive
Even in the world of marketing, good use of space can attract people without trying really hard. Start by looking for wayward buttons and content on your website. More importantly, make sure that navigation on your website is seamless, not cluttered.
- Learn to Mingle
Technically, mingling on your website means you have to have something with which to make your visitors feel welcome. It’s as simple as aiming messages and content toward visitors to make them stay for a bit longer on your website.
It’s a changing world; have you already optimized your website for mobile users? This is another way of making sure you’re welcoming your visitors properly.
It’s always a good thing to keep your customers at the forefront when thinking of bounce rate lowering strategies.
Marco Gerome Legaspi