What is bounce rate?
"The percentage of visitors to a particular website who navigate away from the site after viewing only one page."
What might be the reason behind high bounce rates?
1. It's not what the user was looking for
If someone comes across your website in search results, but it wasn't quite what they were looking for, they may simply close the tab and look elsewhere. This is perfectly natural and normal and isn't something to worry about.
2. An unclear and busy home page
Your website is the first impression people have of your business, when looking at your services online. If the home page isn't clear, and they can't find the information they are looking for, people will leave.
It makes sense to have a home page that is clear. It needs to say Who you are, what you do and if need be, where you are based. This is core information that anyone online will be looking for. If you can serve that up right away, in a clear and engaging way, they will most likely stay to take a look at what else you have to offer.
3. Annoying or slow loading adverts
If you have adverts displayed on your website, using Google Ads or something similar, it may be worth noting that this could increase the load time of your page, and/or have people steer away from your website pages. People don't like being overloaded with adverts or numerous call to actions. It is estimated that the average time an internet surfer will wait for a page to load before leaving is less than 3 seconds.
If you're going to use these, use them sparingly and in a relevant, helpful way.
4. Unclear or hidden navigation
People need to know how to get around your website. Having clear and easy to follow navigation is a must have.
5. Poor Content
If the content is not well written and is not relevant to the subject at hand, it's a given that your bounce rate will be high. You should have a carefully planned and structured site map, that helps lead users around your website with ease.
6. Splash or landing pages and pop ups
If your website feautures a splash page before people can enter your site, or it asks them to sign up for something before they can access your content, this could be the reason you have a high bounce rate. People should have the option to access the information they need, and take not of your call to actions to sign up or register if they want to. This should be done in an unobtrusive way.
7. No Consistency of Updates
If your website isn't regularly updated or it features out of date information, this is a large reason why your bounce rate will be high. People want up to date, helpful information and they want to feel like the business is active on a daily basis.
Using Social Media is a great way of doing this, and updating your website content regularly is great for SEO.