02 Oct Bounce Rate – Is your health website a victim?
On a standard day, when we complete a website project with a client we run through the changes, a quick hand over and instructions and then we explain all about ‘Google Analytics‘. One of the key areas we focus on during this this analytics chat is about the ‘bounce rate’.
No, this is not about the website jumping up and down all over the internet.
Google’s official definition is:
“Bounce Rate is the percentage of single-page sessions (i.e. sessions in which the person left your site from the entrance page without interacting with the page).
There are a number of factors that contribute to a high bounce rate. For example, users might leave your site from the entrance page if there are site design or usability issues. Alternatively, users might also leave the site after viewing a single page if they’ve found the information they need on that one page, and had no need or interest in going to other pages.”
In our terms – it means the percentage of people who come to your website and then leave without really have any meaningful interaction with your business. Essentially, they either don’t like your website, your information or just simple can’t find what they are looking for.
What is a good bounce rate?
We get asked this a fair bit and of course for different industries, events, products – it can vary.
From our research we found this graph which gives you a good indication on what you should be aiming for:
So essentially we can break it down as this:
- If it is too little or too high – something is very, very wrong with your website. (Or you are a genius and please let us know what you are doing!)
- 25-40% – excellent work, you have website visitors who are engaged and finding what they need.
- 40-60% – not bad, you are doing an ok job but there is lots of room for improvement
- 65%+ – no good, what’s going on? Time to revamp – pronto!
What can I do to reduce my bounce rate?
Let’s look at your top reasons as to why your bounce rate is so high?
You are unattractive
Not you personally! Your website is just old, outdated and doesn’t look good. I know we always say you shouldn’t judge a book by its cover but lets face it – first impressions count. If I login to your website and it looks like something out of the early 1990s then I am most likely going to leave thinking you just can’t keep up with the times. If you can’t look after your website and how it looks – how will you look after my health?
What are you trying to say?
So a visitor stumbles across your website and wants to know how you can help them. Except on your front page you have a jumble of what services you can do, a few odd pictures and not a phone number in sight? Make the message CLEAR and GRAB attention straight away. If people want to explore you website, they will, but in the mean time let them know exactly who you are, what you do and how to get in touch immediately.
You take too long to tell me what I need to know
Your website just takes too long to load. Given that over 80% of people now check out websites on their mobile devices if your website takes too long to load and is sucking up their mobile data – you can be very sure that they will leave. Use low res images and don’t upload huge documents!
On the subject of use of mobiles…is your website mobile responsive? Does it change shape if I view it on my phone? If you are making potential clients pinch and move their fingers to actually read what you are trying to say….BOUNCE!
Humans are out there, not just anonymous robots
When you look at your website, just think – do you like it? Ask your friends and family – what do you think? Ask a current client – can I improve this? Ask a stranger – hi, can I get your opinion on this – would you know what I am selling?
Right, you’re task is now to go and see what your own bounce rate is? How high or low is it?
If you need a hand finding out what your bounce rate is, drop me a line.