Before we begin with an explanation of what a bounce rate in Google Analytics is, there are certain aspects related to Google Analytics which need to be understood first. Google Analytics uses data to channel information about how websites work and how well they are performing. Google Analytics will then provide you with an audience overview report, giving you information about bounce rates, the duration of visits and views on each page and many more metrics. The page views are even broken down into other categories such as the number of unique or returning visitors.
What is Bounce Rate in Google Analytics?
Bounce rate is the frequency of non-active visits to a landing page, where the only action made is the entrance itself. The rate is designed to measure the quality of the visits. If there is a high bounce rate, it indicates it suggests that the entrance page is irrelevant for its visitors.
The bounce rate in Google analytics is determined by single, non-interactive visits to the website. When a user visits a landing page on a website and Google Analytics doesn’t record any other interaction with the website during their visit, this is typically considered a bounce.
Interactions which are recorded include events, hits, clicks, entrances and exits of the page etc. These all affect the bounce rate simultaneously. Of course, Google Analytics has to be configured to measure different sorts of events.
Interaction, Non-Interaction Events and Bounce Rate
A single page visit without any additional interactions, e.g. triggering an event, is considered a bounce. If you want to track specific actions of the visitors on your website with a Google Analytics event, but you don’t want that event to affect the bounce rate, you can add a specific parameter to your event which will tell Google Analytics that your event is ‘non-interaction’. In cases of non-interaction events, these can be performed by a visitor who ‘bounces’.
How to Lower Your Bounce Rate
Here are some of the things that can help ensure a low bounce rate.
- Visitors receive the information they want and you offer related information
- The audience’s purpose matches the purpose of your page to keep them engaged
- High-quality webpages which invite engagement with call-to-action elements, such as buttons or banners
If the purpose of your page is to inform or sell something then having a high bounce rate is a good indication that something isn’t working. Bounce rates allow you to measure success when it comes to conversions. Here are two ways to lower a high bounce rate in Google Analytics:
- Your website must live up to the expectations of the audiences, if you grab audiences through another website, it must be a logical follow-up of the content and match with your webpage content.
- Make an easy-to-use interface with clear internal links that are related to other pages or posts. Menus and a calls-to-action are great examples of this, as they help guide customers around your pages and make it clear what’s expected of them.
Optimizing for Low Bounce Rate
For the most part, avoiding high bounce rates requires common sense solutions. Try to look at your pages from the customer’s point of view or get a friend who is unfamiliar to test it out. Give them a list of actions and see how easily they navigate around your page to find the solutions to the problems. If you see that they get stuck, then try to think about how you can make it easier for them.
If your goal is to sell shirts to a visitor, you should build a clear internal structure which will progressively lead the potential customer towards the product page and after that to the shopping basket and comfortably through the process of order and payment.
If the customer sees a shirt they like, then when they click on it, they should be guided to a page which adds additional information about the product. From this page, they should then be able to click a clear call-to-action in order to buy the shirt. The sales funnel is clear and the customer knows exactly what they are supposed to do. If you can ensure your entire site is streamlined in this manner then you should receive a low bounce rate on the majority of your website’s pages.