The reason for this is that there are two different kinds of bounces, good and bad. Obviously, you want to minimize the bad bounces, but good bounces are fine. This is slightly inaccurate, however. The real definition — the one harder to explain to the layperson — is the percentage of visitors to your site that only have one single interaction with the site, that being the initial pageview. Any secondary interaction with your page — a link click, a form fill, or any event that is tracked in analytics — makes the visit no longer a bounce.
It cuts down on their bounce rate. The trouble with this is that there are a lot of different reasons why a bounce might occur.
Here are some of the most common. Some bounces are bad, such as when the user encounters a page or finds your content unsatisfactory. Some bounces are good, like when the user is satisfied by your answer and leaves. It might mean you need more related post ads, it might mean you need more internal links, it might mean you need an exit intent pop-up lightbox, who knows.
Events are special elements of tracking you can implement through Google Analytics, that allow you to track actions other than pageviews taken on your site. So what are the events, specifically? You can read about implementing them here. My blogs together have averaged an That means, a person comes to your site via some landing page, they view that page, and then they leave without doing anything else. Maybe checked out your About page, browsed through a few of your blog posts, then headed to your Contact page to send you a note about how much they love your writing?
There's absolutely nothing wrong with a user coming to your blog, finding the exact information they were looking for, and leaving completely satisfied. Ideally, you'll look for ways to stop a percentage of people from bouncing we'll get to that later , but a high bounce rate itself isn't usually cause for alarm on a blog.
But we're talking about content blogs. Here are a few factors that might be contributing to a higher bounce rate and again, these aren't bad things! If I Google "buffalo chicken dip recipe," click on the first result, and find a recipe that looks delicious and easy to follow, what am I going to do? I'm going to either keep that page open and start making the recipe, or save the link for later and leave. Though if that recipe turns out to be really good, I may come back to that blog to try some of the blogger's other recipes.
It's the same thing when it comes to traffic from Pinterest or other social media. Users come to your site through a specific landing page because they're interested in the information on that page. Nothing else really matters to them. A traffic source that might be less bouncy would be referral traffic to your home page. Imagine you write a guest post for a high-profile publication with a link to your blog in your author box. People enjoy your article, so they click through to your blog and from there, they hop around a bit to see what you're all about.
In other words, these users don't bounce. Without good content, no visitor is going to want to stick around and explore other pages on your site. Aim to create outstanding content at every opportunity. Good content requires some planning and thought to ensure it strikes home with your audience. Meta descriptions appear below the website URL in search results, so the words you use need to accurately represent the page users will visit. Keyword relevancy is also important.
This will only increase your bounce rates for individual pages. Start with the Google Keyword Planner tool to find high-value traffic keywords. Instead, use bold headlines, subheadings, and bullet points. Break up text with white space, relevant links, and images. And avoid jargon, complicated sentences, and long paragraphs. It all helps to make a post easier to read. A well-placed call-to-action will encourage more user engagement and hopefully entice visitors to sign up to your newsletter, or visit another valuable page on your site.
Consider the CTA copy , button color, and placement on the page. Ensure links are clearly marked and easy to understand. How can you improve navigation to help users find what they want? To increase time spent on your site, find related content to link to so that visitors have easier access to all of your blog content. In the same way that Amazon links to related products, link to other popular posts to build site engagement.
Visual content connects more emotionally with users and also aids understanding. Is it an educational blog post aimed at people looking to solve a problem? Then the bounce rate will trend higher. Is it a blog post using branded terms aimed at those in the evaluation phase?
Then a high bounce rate might be a concern. What can you do to optimize these experiences to improve the response and lower the bounce rate? Rather than depending on industry benchmarks to govern your strategy, we recommend categorizing the blog posts you publish into appropriate buckets so you can track the bounce rate of each bucket over time, develop your own benchmarks, and then optimize accordingly.
Jessica Malnik Jessica Malnik is a content strategist and copywriter for SaaS and productized service businesses. Read more articles by Jessica Malnik. Read More. Services Inbound Marketing Services. Overview Discover how SmartBug is able to help companies grow through marketing strategy, sales enablement, PR and web development.
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