Bounce rate is the name given to the percentage of people who visit a page on a website like an online store, for example, and then leave without visiting any other. In other words, it is the measure of visits where only one page was seen.
Let's say your e-commerce site has a 40% bounce rate. This means that for every 100 people, 40 only see one page and then leave. Is this something you should be concerned about? That's what we'll know next. Check out!
THE REJECTION RATE ON E-COMMERCE
As said, the bounce rate reveals how many of the people who visit your site are leaving after seeing just one page. It certainly can reveal a lot about your store, but it's not always a problem.
For example, a visitor might spend 20 minutes reading a page and then leave. In fact, even after so much reading time, analytics software like Google Analytics counts this as a bounce. But that doesn't mean that this page didn't fulfill its role.
While it doesn't lead people to other pages, a page that people take 20 minutes to read certainly delivers good content. Not to mention that it can generate newsletter subscriptions, among other things.
Furthermore, when an internet user finds your contact page and, after writing down your phone number, leaves without clicking on anything else, this page was also successful. She doesn't take people to other pages in her store, but she handed over her phone and that's all that matters.
In other cases, people may return to your online store's homepage or your e-commerce blog multiple times and then leave. They may be doing this to check for new content. But when they have nothing, they leave and come back another time.
Finally, it's worth remembering that bounce rate has applications in Performance Marketing . In this context, you might want to compare two similar pages to see which one performs better, and the bounce rate, in this case, can be a factor that helps you gain insights.
HOW TO DECREASE
As I explained in the previous topic, if your online store has a high bounce rate, it doesn't mean it's bad. It just means that you have to monitor it in order to know what that number really represents.
In any case, QuickSprout recently published benchmark bounce rates that you can use to determine if your e-commerce site is performing well. According to QuickSprout, the average bounce rate for online stores can range from 20% to 40%, and for blogs from 70% to 98%.
If you need to lower this rate, consider taking actions such as:
- Offer related content;
- Improve website speed;
- Create Call to Action suitable;
- Ensuring that the Call to Actions are in plain sight;
- Improve the usability of the virtual store or e-commerce blog;
- Count on a mobile friendly virtual store.
As you can see, with actions like these you can keep people moving, circulating inside your virtual store and e-commerce blog. Thus, they will be able to access diverse content and remain engaged.
As soon as you can, click on " Conversion rate in e-commerce " and read a complementary post.
