What is a website bounce and why should I care?

Let’s say you Google “trail bike” to find that new 10-speed bicycle to help you get in shape. You click the first link and, oopsy, oh no….this site sells motorcycles. Not what you are looking for. So you hit the back arrow and you’re outta there.

That’s a website bounce. And it’s not what you want your visitors to do when they visit your website, right?

People bounce for different reasons. Your reader may be thinking one of these thoughts when they land on your site:
1.    Is this what I expected to see?
2.    Can I trust this person?
3.    What do I do now?

If the answer to any of these questions is unclear, your reader may click the “back” arrow.

Ouch.

Here are some ideas to keep your reader on your site longer:
1.    Be clear on your offer. If you are unclear, the reader will be also.
2.    Include testimonials, certifications, a physical address….these are all trust builders. Think “credibility” when you are planning your pages.
3.    Give your reader a call to action they can’t miss. This might not be a big BUY NOW button. Be gentle with your reader, after all you’ve just met and it takes time to build a relationship.

Analytics evangelist Avinash Kaushik suggests a bounce rate of 20%-35% is normal, anything over 50% definitely needs improvement (source kaushik.net). If you don’t know how to find your bounce rate, check with your web specialist. I recommend Google Analytics to help you track and improve your website performance.

So here’s a challenge, check out the bounce rate of your website this week. What did you find? Let’s talk about it, comments welcome!