Bounce rate is a tricky thing to analyze. It seems that everyone has a different opinion about what a “bad” bounce rate it, but everyone does agree that it’s an important metric to measure and track. Google Analytics shows your site’s bounce rate, which is basically the number of people who came to your site without clicking onto any other pages before leaving.
If you have a blog or other content-based site, you are going to have high bounce rates. The reason is because people use the search engines to locate an answer to their question and when they find it, they “bounce” off. You can improve the rate in this situation by including stronger call-to-actions on your content pages, though you will typically continue to have higher rates than other types of sites.
But if the bounce rate for your homepage is high, this is a serious issue that you will want to correct ASAP! These are some of the top reasons why you may be seeing high bounce rates on your homepage.
- Isn’t mobile responsive — The number of people who view websites on their smartphones is rising each year and are expected to continue doing so. It’s vital that your site is mobile responsive so that it is easy to navigate on cell phones.
- Slow loading time — Users expect an immediate response to their searches and when they don’t get it, they move on. There are many other sites out there that offer the same or similar information as you do, and people will always head to the fastest loading site.
- Poor design or usability — Again, you aren’t the only show in town, so if your site is hard to use and/or downright difficult to read or cluttered, you are going to lose people to your competition.
- The purpose is unclear — When someone lands on your site, it should take them no longer than 5 seconds to understand exactly what your site is designed to provide. You should clarify exactly what they can expect to find on your site so that it’s easy to spot right away.
- No calls-to-action — Users want one clear thing to do next on every page. If you don’t recommend that action, they will leave. Similarly, if you offer them too many choices of actions, they will leave. Make sure to give one clear call-to-action per page.
If your homepage bounce rate is high, you are losing visitors before they even get a chance to read your content or learn about your products and services. Retaining visitors is the first step to turning them into customers, so it’s imperative that you track your bounce rate and find out exactly what the issue it.