Since the beginning days of digital marketing, marketers come across a multitude of metrics on daily basis. While some of them can be decoded easily, others become difficult to understand and may appear confusing. One of those terms is Bounce rate which is a critical metrics in digital marketing. Here is what you need to understand about Bounce rate.
What Is Bounce Rate?
Bounce rate refers to the percentage of people who lands on a website page, do nothing on the landing page, and immediately exit the page without taking any action. This bounce rate phenomenon can be easily cited with a solid example. Suppose you are searching for Bluetooth headsets and you end up landing in the page showing mobile phones. What would you do? You would immediately take the exit. Isn’t it? There are a number of deciding factors that influence the bounce rate of a website.
Here are some of them.
Delayed page loading.
Ambiguous title and description
A blank page or a technical error
Low-quality content that is not optimised for customers.
How to Understand Bounce Rate?
A high bounce rate is not disturbing metrics. Bounce rate depends on the message conveyed by a website and its pages. It intends to catch the attention of the customers with its content. The fluctuation of bounce rates might not be an alarming factor for a blogging website since its primary objective is to provide information. In such a case, the users visit the post or page to read or find information and once they get what they are looking for, they leave the website.
On the other hand, what if the intent of a web page is to engage with the audience? A high bounce rate for such a website becomes a problem that might bother you. To combat such situations, the website owner needs to optimise the web pages to garner attention from the visitors. You can easily achieve a lower bounce rate by enriching your landing page with a CTA button (call to action) or improving the better UI (user interface).
Differences Between Search and Social Bounce Rate
Bounce rate from search traffic and social traffic are completely different. Search traffic produces a lower bounce rate compared to its counterpart. In a simplified manner, it can be deduced that organic and paid marketing campaigns are likely to produce a low bounce rate. The organic and paid search act as inbound channels for the users who are actively interested in your products or services. Through organic marketing, products are advertised in front of those customers who are willing to buy it. Hence, their attention can be captured. However, the same thing is not applicable for display and social channels where the viewers come across large-sized banners. Sometimes, those promotions get featured in front of the viewers who are not interested in the promotion. This results in the occurrence of a high bounce rate.
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