Bounce Rate

The bounce rate is a value that describes how many users enter a website and leave this domain without performing any further (specified) action.

Bounce rate, also known as bounce rate, is used to describe the number of users who enter a website and leave it without having performed any further action. These actions can include: going to another page of this domain through a link on the entry page, downloading a content on the entry page, but also staying on this page beyond a certain period of time. If a website fails to bring a user to one of these actions, then the user leaves the page again, i.e. bounces from it. Hence the term “bounce rate.”

A website’s low bounce rate can indicate that a page is popular with users. Search engines such as Google therefore also take the bounce rate into account when analyzing a website. However, it is not known whether the bounce rate is considered a direct ranking factor.

The measurement of the bounce rate

The bounce rate is usually given as a percentage value. It can be viewed in analysis programs such as Google Analytics. Here, for example, the value of each individual subpage of a domain is given, but also the average of the entire domain is displayed. The lower the value, the fewer visitors leave the page again – so the better the bounce rate.

Bounce rate in brief explanation

The bounce rate is a value that describes how many users enter a website and leave this domain, without performing any further (specified) action.

Bounce rate is used to describe the number of users who enter a website and leave it without having performed any further action. These actions can include: going to another page of this domain through a link on the entry page, downloading a content on the entry page, but also staying on this page beyond a certain period of time. If a website fails to bring a user to one of these actions, then the user leaves the page again, i.e. bounces from it. Hence the term “bounce rate.”

A website’s low bounce rate can indicate that a page is popular with users. Search engines such as Google therefore also take the bounce rate into account when analyzing a website. However, it is not known whether the bounce rate is considered a direct ranking factor.
The measurement of the bounce rate

The bounce rate is usually given as a percentage value. It can be viewed in analysis programs such as Google Analytics. Here, for example, the value of each individual subpage of a domain is given, but also the average of the entire domain is displayed. The lower the value, the fewer visitors leave the page again – so the better the bounce rate.

Too long loading times:

Finally, a low loading time is a serious reason for high bounce rates and (probably) also an important ranking factor. Especially in times of high mobile traffic, the following applies: Only those who keep their data volume low and offer a fast website can prevent users from bouncing early.
Improve bounce rate

The various factors that can cause a high bounce rate can be influenced. With the help of a sensible optimization of the design, layout, content and website technology, the bounce rate can be reduced:

Design/Layout:

One of the most important starting points for reducing the bounce rate is the design and layout of a page. From choosing the right color combinations, to the arrangement of navigation, main content and page elements, to the font – all of these can have a big impact on the bounce rate.

When launching a website, good planning with web design experts is important for the success of the site. Subsequent testing on design and layout is also important and can be instrumental in optimizing the site and lowering the bounce rate. There is no universal formula for determining which layout and design of the page work best, which colors, graphics and fonts have to be integrated and how. Design and layout always depend on the industry, target group, purpose of the website and many other factors.

A good site is clearly arranged and responds to user habits. For example, the main menu should usually be located on the left and/or top of the screen. The layout and formatting of the content also follow certain rules. If, for example, a page is formatted with long text in justified type, without paragraphs, headings and images, the probability of a jump increases. Instead, the visitor will then look for a website that presents the problem solution to him more efficiently, catchily and quickly.

Content:

A website’s content is critical to retaining visitors – even over the long term. Content is usually the reason why a user visits a website. It must therefore be produced and structured precisely in such a way that it gives the user an answer to his questions as quickly and easily as possible, entertains him and/or triggers an “aha” effect in him.

Not only should a good text be error-free and stylistically appealing, above all, it must also properly address the website’s target group. Informative articles that meet the needs of visitors, are written in a stimulating way and are well structured can prevent a user from leaving a page again.

But not only the actual content, also other text elements of a website are important to keep the bounce rate low. After all, visitors can only find their way around a page if they are guided through it with clear messages. The texts in navigation and menu, for example, should be meaningful and precise, Meta description and title of a website should also make it clear for the user what to expect when he clicks.

Technology and SEO:

To make a website attractive to visitors, website technology and search engine optimization should work well and be used effectively. Appropriate on-page optimization, lowering page load times and the right keywords: all of these help to lower the bounce rate. This includes equipping the page with the right titles, meta descriptions and appropriate keywords to target search engine users. But also the internal linking must be designed in such a way that users can click through the website as easily as possible.

The basis for this optimization is in any case good technical equipment. Only if the technical infrastructure functions properly can long loading times and server failures – and thus inaccessibility of the site – be prevented. Important factors when it comes to keeping the bounce rate low.

The importance of the bounce rate in search engine optimization

The bounce rate can be an important indicator of the user-friendliness of a page. A user stays longer on a website or visits further pages of this domain if he finds what he is looking for there. Google and Co. also know that a visitor usually uses a page more intensively if he likes or is helped by the content offered. The bounce rate can provide some information about this interest. If many users call up a website that is high up in the search results, but return to Google’s search results pages (SERPs) after a short time and call up another page, then the page does not seem to match the user’s search query. If few visitors come back to the SERPs, the website seems to offer what the users are looking for. In each case, the user’s behavior is reflected in the bounce rate.

Whether the bounce rate is considered a direct ranking factor by Google is controversial. Instead, the so-called SERP return rate is often cited as a decisive criterion. This describes the number of visitors who call up a page from the SERPs and return (within a certain time) to the search results pages to click on another page. For Google, this behavior could be better measurable and thus more reliable than the bounce rate.
Conclusion

The bounce rate is an important factor to get a feeling for the performance of your own site. The bounce rate gives website operators important clues as to whether a page can retain visitors or needs to be optimized. Even if the exact reasons for a user drop-off cannot be derived directly, webmasters can check individual factors such as content, technology and search engine optimization and improve them if necessary. The bounce rate signal also plays an important role for Google and Co., although there are no definite statements about whether the bounce rate is a ranking factor.

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