There’s no question about it that bounce rate is among of the most vital metrics of e-commerce. But unfortunately, it’s a major expensive error if you’re not keeping track of your bounce rate.
On the surface, or with the most basic understanding of bounce rates, a high bounce rate can cost you dollars. But, on the other hand, a rising bounce rate indicates that customers may be stepping back from your funnel to conversion and still have money in their pockets. It’s your “exit rate”, and cutting it down will positively impact your bottom income.
Before you jump in and begin to analyse and deconstruct your online store’s performance to cut down on bounce, it’s essential to be able to step back and consider certain things.
What is the bounce rate?
Bounce rate refers to the percentage of people who quit a website without taking action, such as clicking on an image, filling in an application, or purchasing.
The bounce rate is vital because of three reasons:
First, a visitor who bounces off your website (obviously) did not convert. Therefore, if you prevent bounces from visitors, you also improve the conversion rate.
Bounce rate could be considered a google ranking factor. One industry study discovered that the rate of bounce rate is high at the top of the webpage google rankings.
A high bounce rate signifies that your website (or particular pages on your website) is not working properly with the content, user experience layout, or page layout in the writing of your copy.
What is the bounce rate of an e-commerce website?
Bounce rates are an analytics measure for websites that measures the proportion of people who visit only one page of the website and then quit without engaging with the remainder of the website. The bounce rate of e-commerce is between 20 and 45 %, as low as 20%, thought of as outstanding.
In the world of e-commerce, examples of bounce are customers who:
- The store’s homepage was accessed and then disappeared without taking any additional action
- The site took me to a page for a product, but I didn’t interact before leaving the website
- Your contact page was up, and they found the contact details they were looking for and then left.
In one of the three situations (the third), the bounce was not a problem because the visitor could accomplish exactly what they wanted. However, the presence of a large bounce percentage for non-service-related pages can typically be problematic due to:
You did not convince the customer to purchase (and the loss of revenues as a result)
Your rankings could be negatively affected because bounce rate is an indicator of rank (the greater the bounce rate is, the more shabby your position), and fewer people will be able to find your name in the future.
What’s a good bounce rate?
Of the websites I analyzed, sixteen dropped between 30-40 %, while another 16 were between 40 and 55 %. So while the 30-40 range appears to be more in line with the norm, with the exception, I’d consider that the 30-40 range is the best to get a remarkable bounce rate.
The bounce rate for an average website is likely to be soaring between forty to fifty percent. If it reaches 50%, it’s the right time to figure out the segments of users or what content drives the bounce rate up.
A bounce rate of 60% isn’t necessarily good. Everything depends on the website’s content, and that’s why it’s essential for you to.
Average bounce rate benchmarks by industry
8 tips to reduce the bounce rates on your e-commerce website
Recordings, heatmaps, and surveys on-site can assist you in conducting an extensive analysis of your website’s bounce rate, identifying the root of the problem, and then coming up with solutions. But you don’t have to do it all alone: we asked several eCommerce-optimization authorities to recommend their favorite/most used/most efficient ways to reduce bounces and bounce rates, too–and here is what they told us.
1. Reduce page-load speed
Slow-loading websites could be among the most significant reasons behind high bounce rates. Potential customers are annoyed or bored and go to sites that meet their requirements quicker. “the general agreement in the industry is that a three-second load time is a maximum for any landing page on an eCommerce store,” says adam Pearce, head of partnerships and marketing at blend commerce. It is also a good idea to measure your page’s loading time against other sites to determine if your site may be performing poorly.
Test the speed of your site is an essential aspect of any web evaluation there are various tools that you can employ to accomplish this, for instance, google’s page speed insights scores and analyzes your site’s performance on desktop and mobile devices:
2. Fix and resolve usability issues
Like slow-loading pages, usability issues are among the most popular methods of removing visitors if people cannot move on a website that isn’t working and bounce is nearly unavoidable.
Common usability issues to be aware of include:
- Websites that aren’t rendering or reacting well on mobile devices.
- 404 errors
- Technical glitches, like broken links, or malfunctioning drop-down menus
Testing for usability can assist you in identifying technical issues on your website; one of the most basic usability testing methods is watching session recordings. Include your pages with high bounces during the review. Take note of any issues that users might encounter or problems they encounter. You can then rectify them immediately for a better user experience.
3. Investigate paid campaign traffic
Joel kettle, the cro expert behind business casual copywriting, suggests the following method of evaluating the sources of your website traffic. In ga, you can go to behavior > content drilldown > site content and select source as an additional dimension for any site you’re considering. Then, check out the sources your visitors are coming from, and the bounce rate for the various sources:
If you’re using display advertisements such as paid search or shopping ads and are not satisfied with the rate at which bounces are occurring for visitors you’re bringing in, it could be time to rethink your approach. Here’s a great suggestion by Joel: “check whether the copy on the page aligns with the keywords driving in traffic or the promises being made in your ads.” if you’re paying to bring visitors to your website and your ads aren’t working, ensure that they correctly reflect what the users will see on the particular page.
4. Display the top deals/discounts/limited-time offers
You can play your urgency cards to make guests hooked. Scarcity was named one of the six principles of persuasion by Robert Cialdini in his eminent work on influence. One method to draw attention to your website is showing your top deals and discounts within the banner. Look at how bags prominently display their special offer on the banner at the top.
Discounts that are limited-time attract attention and you’ll be doing yourself an injustice if not to use them to attract the attention of your customers.
5. Fix irrelevant copy
If the content on your website is concise, informative, and convincing the visitors will be enticed to act: adding a product to the cart or contacting you for more details, looking through additional pages, or whatever step comes next. If the content isn’t well written or fails to answer the most important questions, visitors may leave the page.
To correct the copy that isn’t working to fix copy that isn’t working, you need to understand which elements of it do not work. This is why you require immediate feedback from your customers:
You can ask specific questions based on your needs and the purpose of the site itself.
- A product page how do you feel about the information regarding the product that is on the page?
- For a page of information – are you able to find the information you’re looking to find?
- For every page – what’s the most important thing we can modify on the webpage?
6. Your site should appear credible
Your site must inspire confidence among potential customers on their first visit to your website as you would not purchase anything from a site that appears fake or suspicious it’s highly unlikely to do so. 80% of users will not make a purchase if they’re dealing with a site that’s not secure. That is where the first impressions are crucial.
7. Offer them the option to engage further
It’s possible that the customer isn’t yet ready to buy and may require more convincing. In this scenario, having only an obvious CTA on the product’s page isn’t enough. It is essential to provide these pages with additional information, such as the links to product manuals or guides, as well as customer reviews. However, make sure that there’s a “buy now” cta on all the new links you’re creating to keep available. The goal is to maintain the user for long enough to complete the purchase.
8.Avoid popups – don’t disrupt the UX
70 % of users think they dislike annoying popups with no relevance
This won’t change, many people will forever hate popups. For marketers and site owners, whether to use popups or avoid them is a highly debated issue.
We do not use popups since they can be annoying to users and cause greater bounce. When I go to a website, and a popup interrupts my reading, I might choose to quit. Certain marketers may even employ abusive or threatening words in their popups, making my decision to leave more likely. I’m sure I’m not alone, and most people would agree that this could lead to an unpleasant user experience.
Conclusion
The bounce rates included within the data in google analytics are to be taken with a grain of salt as a lot of data is being combined and then analyzed to form one percentage. The bounce rate is a deceiving KPI when you look at how it may change according to how you divide the data.
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