{"id":1193,"date":"2014-10-22T10:00:00","date_gmt":"2014-10-22T09:00:00","guid":{"rendered":"http:\/\/www.lcn.com\/blog\/?p=1193"},"modified":"2021-07-12T15:52:52","modified_gmt":"2021-07-12T14:52:52","slug":"bounce-rates-explained","status":"publish","type":"post","link":"https:\/\/www.lcn.com\/blog\/bounce-rates-explained\/","title":{"rendered":"Why Are Customers Leaving My Site? Bounce Rates Explained"},"content":{"rendered":"<p>Now that you&#8217;ve spent so much time and effort creating a great website for people to use, there\u2019s nothing more frustrating than a high bounce rate. Sometimes it\u2019s a sign that what you <em>thought<\/em> was right for your audience, actually isn\u2019t!<\/p>\n<p>Before we can identify why your bounce rate is high, it\u2019s important to understand what bounce rate actually is.<\/p>\n<p>&nbsp;<\/p>\n<h2>What is Bounce Rate?<\/h2>\n<p>Let\u2019s take out the definition straight from the horse\u2019s mouth. Google Analytics <a href=\"https:\/\/support.google.com\/analytics\/answer\/1009409?hl=en-GB\" target=\"_blank\" rel=\"noopener\">defines a bounce<\/a> as:<\/p>\n<p>&nbsp;<\/p>\n<blockquote>\n<p><em>\u201cBounce rate is the percentage of visits in which users view only a single page of your site.\u201d<\/em><\/p>\n<p>&nbsp;<\/p>\n<\/blockquote>\n<p>Basically, it\u2019s when a visitor reaches your page but then decides to leave.<\/p>\n<p>They don\u2019t click thorough to another page, leave a comment, signup for your email list or anything else for that matter.<\/p>\n<p>&nbsp;<\/p>\n<h2>Why do people \u2018bounce\u2019 from my website?<\/h2>\n<p>A \u2018bounce\u2019 could happen for any number of reasons:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li>The user didn\u2019t find the information they were looking for.\n<p>&nbsp;<\/p>\n<\/li>\n<li>They did find the information they were looking for, but couldn\u2019t see any <strong>further<\/strong> value on the page.\n<p>&nbsp;<\/p>\n<\/li>\n<li>They saw something they didn\u2019t like:\n<p>&nbsp;<\/p>\n<ul>\n<li>Overly obtrusive ads.\n<p>&nbsp;<\/p>\n<\/li>\n<li>Poorly designed content.\n<p>&nbsp;<\/p>\n<\/li>\n<li>The desktop version of the site on a mobile device.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>I could probably list another 100 possibilities here, but most would be derivatives of the few key points above. \u00a0That\u2019s why I&#8217;ve come up with the following three points to cover in a little more detail:<\/p>\n<p>&nbsp;<\/p>\n<ol>\n<li>Poor Quality Page Design\n<p>&nbsp;<\/p>\n<\/li>\n<li>Lack of <a href=\"https:\/\/www.lcn.com\/blog\/the-importance-of-call-to-actions-and-how-to-improve-conversion-rates\/\" target=\"_blank\" rel=\"noopener\">Call To Action (CTA)<\/a>\n<p>&nbsp;<\/p>\n<\/li>\n<li>Poor Quality Content\n<p>&nbsp;<\/p>\n<\/li>\n<\/ol>\n<p>Let\u2019s start with a closer look at how page design affects bounce rate.<\/p>\n<h3>\u00a0<\/h3>\n<h2>1.\u00a0\u00a0\u00a0\u00a0\u00a0 Poor Quality Page Design<\/h2>\n<p>I\u2019m sure we\u2019ve all got a favourite website, with a great design, that we love consuming content from. I know I\u2019ve got a few of them! What I also know is that there are certain things on a page that will have me reaching for the back button in an instant.<\/p>\n<p>Sure, every user is different, but avoiding the following design \u2018faux pas\u2019 you should help meet the needs of a wide array of users.<\/p>\n<h3>\u00a0<\/h3>\n<h3><strong>Adverts<\/strong><\/h3>\n<p>We all understand that some websites need to advertise to generate an income. Fair enough. But when I can\u2019t even see your content because there is half a page of ads before your page title \u2026 That\u2019s over the line!<\/p>\n<p>Keep your ads small and out of the way of your main content. The sidebar is a popular location as are contextual ads within the article itself.<\/p>\n<p>Both of these placements will still allow everyone to read your content while giving you the opportunity to generate some cash.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-1198 size-full\" src=\"https:\/\/www.lcn.com\/blog\/wp-content\/uploads\/2014\/10\/huffpostad.png\" alt=\"huff post ad\" width=\"1349\" height=\"631\" \/><\/p>\n<p style=\"text-align: center;\"><em>The Huffington Post is an example of a site that does this very well.<\/em><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Site Speed<\/strong><\/h3>\n<p>If your site is taking too long to load, users might get frustrated and end up pressing the back button. We don\u2019t want that! A combination of good <a href=\"https:\/\/www.lcn.com\/web-hosting\" target=\"_blank\" rel=\"noopener\">hosting<\/a>\u00a0and\u00a0well optimised pages, is sure to keep your loading times snappy. Google have a <a href=\"https:\/\/developers.google.com\/speed\/pagespeed\/\" target=\"_blank\" rel=\"noopener\">free tool<\/a> that will check your site speed and make recommendations on how to improve it.<\/p>\n<p>Site speed is also a ranking factor for <a href=\"https:\/\/www.lcn.com\/learn\/seo\" target=\"_blank\" rel=\"noopener\">SEO<\/a>, so it\u2019s in everyone\u2019s best interest to keep things fast!<\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-1201 size-full\" src=\"https:\/\/www.lcn.com\/blog\/wp-content\/uploads\/2014\/10\/google-site-speed.png\" alt=\"google site speed\" width=\"1349\" height=\"631\" \/><em>Google Page Speed<\/em><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Page Titles and Meta Descriptions.<\/strong><\/h3>\n<p>This is a little more complex. There needs to be a <em>very<\/em> close alignment between the title you\u2019re using, which people click on in their search results and the content you\u2019re giving them on the page.<\/p>\n<p>One of the worst examples of this, which we\u2019ve probably all fallen for, is being told something is \u2018Free\u2019 \u2026 Very rarely will you click on a title that has the word \u2018Free\u2019 in it and you\u2019ll actually get something for free.<\/p>\n<p>Make sure when you\u2019re generating the title for your post that it explains exactly what you\u2019re offering on the page. Don\u2019t try and deceive people into getting onto the page, only to be disappointed by what they find. It\u2019s a sure fire way to send your bounce rate through the roof!<\/p>\n<p>&nbsp;<\/p>\n<h2>2.\u00a0\u00a0\u00a0\u00a0\u00a0 Lack of Call to Action<\/h2>\n<p>Let\u2019s start with the basics again. What is a call to action? Here\u2019s the <a href=\"http:\/\/en.wikipedia.org\/wiki\/Call_to_action_(marketing)\" target=\"_blank\" rel=\"noopener\">Wikipedia definition<\/a>:<\/p>\n<p>&nbsp;<\/p>\n<blockquote>\n<p><em>\u201cIn marketing, a\u00a0call to action\u00a0(CTA) is an instruction to the audience to provoke an immediate response, usually using an\u00a0<\/em><a href=\"https:\/\/en.wikipedia.org\/wiki\/Imperative_verb\"><em>imperative verb<\/em><\/a><em>\u00a0such as &#8220;call now&#8221;, &#8220;find out more&#8221; or &#8220;visit a store today&#8221;.\u201d<\/em><\/p>\n<\/blockquote>\n<p>&nbsp;<\/p>\n<p>Basically, you are directly <strong>telling<\/strong> your readers what you want them to do.<\/p>\n<p>In the definition, they use visiting a store or calling now as your call to action. The call to action you use will depend on the end goal of your page.<\/p>\n<p>Often, the call to action might be a social share or email signup. Not everyone is always telling people to \u201cbuy now\u201d. In the digital age, people want everything done yesterday. By guiding them through what they need to do, by <em>literally telling them<\/em>, you\u2019re giving them an incentive to carry on.<\/p>\n<p>Obviously the pre-requisite here is that you know what you want people to do when they land on your page. If you don\u2019t know that \u2026 the page might not be absolutely necessary.<\/p>\n<p>There are lots of resources out there that discuss calls to action and what you should be asking your users to do. <a href=\"http:\/\/blog.crazyegg.com\/\" target=\"_blank\" rel=\"noopener\">Crazyegg<\/a> is a fantastic blog for this kind of inspiration and you\u2019ll be hard-pressed to find a better call to action! People often use the Evernote site as a great example of an effective CTA:<\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-1202 size-full\" src=\"https:\/\/www.lcn.com\/blog\/wp-content\/uploads\/2014\/10\/evernote-cta.png\" alt=\"evernote call to action\" width=\"1349\" height=\"631\" \/><em>Evernote landing page with clear CTA<\/em><\/p>\n<p>&nbsp;<\/p>\n<p>Think about the action you want people to take when they reach each page of your website. Is it Tweet your link? Sign up for an email list? Buy a product? Share a photo on Facebook? Read the next post in the series?<\/p>\n<p>Whatever it is, <em>tell them<\/em>!<\/p>\n<p>This will reduce your bounce rate by increasing the number of people who take action on your website, rather than consuming your content then running off to the next website.<\/p>\n<h2>\u00a0<\/h2>\n<h2>3.\u00a0\u00a0\u00a0\u00a0\u00a0 Poor Quality Content<\/h2>\n<p>Hopefully, as webmasters, we all take pride in our websites. If you don\u2019t, I\u2019m not sure why you even have one!<\/p>\n<p>Anyway, the quality of the content on your website is absolutely <strong>crucial<\/strong>. Whatever form your content takes, you need to make sure that the user is getting what they need.<\/p>\n<p>In recent years, the quality, design and substance of content being posted online have increased dramatically. The problem for lots of older websites is that they haven\u2019t been able to keep up the pace.<\/p>\n<p>That leads to people <em>expecting<\/em> more. Internet users, as I said earlier, expect everything yesterday. They haven\u2019t got time for content that doesn\u2019t give them what they need.<\/p>\n<p>Poor quality content can come in many forms. Something that really grinds my gears is overly long paragraphs. Being met with a wall of text is a real turn off for web users, so break up your content into smaller paragraphs and use bullet points to make key statements.<\/p>\n<p>Don\u2019t forget to include headings and subheadings to ensure that you\u2019re breaking down your content into easy to consume chunks. This will give the user a chance to find the exact information they need even more quickly.<\/p>\n<p>Also, think about the graphics you use in your posts.<\/p>\n<p>Graphs, images, tables and videos really help keep the user engaged. Imagine landing on a website now that was literally just plain text. The chances of you continuing to use the site, or even <strong>start<\/strong> using it, would be pretty low.<\/p>\n<p>They don\u2019t have to be difficult to create either! I knocked the below graphic up in about 10 minutes using <a href=\"https:\/\/creately.com\/\" target=\"_blank\" rel=\"noopener\">creately.com<\/a>:<\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-1203 size-full\" src=\"https:\/\/www.lcn.com\/blog\/wp-content\/uploads\/2014\/10\/bounce-rate-chart.png\" alt=\"bounce rate chart\" width=\"910\" height=\"280\" \/><em>Chart created with creately.com<\/em><\/p>\n<p>&nbsp;<\/p>\n<p>It\u2019s a really simple graphic but it\u2019ll help my post stand out from my competitors.<\/p>\n<p>Plus it just diversifies the way a user can consume my content. If they\u2019re not big into reading lots of text and prefer to have a graphic representation \u2013 I\u2019ve provided it!<\/p>\n<h2>\u00a0<\/h2>\n<h2>Wrap Up<\/h2>\n<p>So there you have it, a little introduction into the world of bounce rates. It\u2019s just the tip of the user experience iceberg though.<\/p>\n<p>Notice I say user experience \u2026 Bounce rate isn\u2019t a direct SEO ranking factor, but it does give you a really good indication of how your site is performing and whether or not users are engaging with your content.<\/p>\n<p>Reducing your bounce rates will help you keep users on your site for longer. All the while increasing the chances of that user <a href=\"https:\/\/www.lcn.com\/blog\/ultimate-guide-to-increasing-conversions\/\" target=\"_blank\" rel=\"noopener\">converting<\/a> into a reader, subscriber, customer or member (depending on what the end goal of your site is).<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Remember, site speed can play a big role in your bounce rate figures, so make sure you have a reliable and speedy web host like the guys at LCN.com. <a href=\"https:\/\/www.lcn.com\/web-hosting\">Check out their hosting<\/a> and pick the right plan for your website. If you have any questions, just <a href=\"https:\/\/www.lcn.com\/info\/contact\">get in touch<\/a> with their UK support team.<\/strong><\/p>\n<h2>\u00a0<\/h2>\n<h2>Your Say!<\/h2>\n<p>I hope you&#8217;ve enjoyed this post and learned a thing or two! If you have got any questions to feel free to leave them in the comments and I\u2019ll respond to them as soon as I can.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A high bounce rate means users are quickly leaving your page after arriving- but why? We investigate common causes of high bounce rates and how to improve your page.<\/p>\n","protected":false},"author":31,"featured_media":1206,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22,36,33],"tags":[4],"class_list":["post-1193","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","category-basic-seo","category-on-page-seo","tag-beginner"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why is my Bounce Rate so high? - LCN.com<\/title>\n<meta name=\"description\" content=\"A high bounce rate means users are quickly leaving your page after arriving- but why? 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We investigate common causes of high bounce rates and how to improve your page.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.lcn.com\/blog\/bounce-rates-explained\/\" \/>\n<meta property=\"og:site_name\" content=\"Grow a successful website with the LCN Business Hub\" \/>\n<meta property=\"article:publisher\" content=\"http:\/\/www.facebook.com\/lcndotcom\" \/>\n<meta property=\"article:published_time\" content=\"2014-10-22T09:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-07-12T14:52:52+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.lcn.com\/blog\/wp-content\/uploads\/2014\/10\/bounce-banner.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1349\" \/>\n\t<meta property=\"og:image:height\" content=\"765\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Nathan Preedy\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@lcndotcom\" \/>\n<meta name=\"twitter:site\" content=\"@lcndotcom\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nathan Preedy\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.lcn.com\/blog\/bounce-rates-explained\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.lcn.com\/blog\/bounce-rates-explained\/\"},\"author\":{\"name\":\"Nathan Preedy\",\"@id\":\"https:\/\/www.lcn.com\/blog\/#\/schema\/person\/e6493782266f4474f2c90dc96682d069\"},\"headline\":\"Why Are Customers Leaving My Site? 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