bounce rate

Website Bounce Rate – fixing the pain to a problem we don’t feel

Website bounce rate is a symptom of other issues or problems with your content, navigation, brand or products.

I will outline my bounce rate problem, how to find bounce rate reports in Google Analytics and how I will solve the problem.

What are bounce rates ?

The only thing more soul destroying than no one coming into your shop is people coming in, looking and leaving straight away.

Come we’ve all done it.

Walk in, have a nosey and think, nah, I’m outta here.

When you’re a business owner standing behind a shop counter, you take this personally and feel the pain.

We are emotionally detached from our websites so don’t feel the bounce rate pain.

Bounces are just the same as people walking in a shop, looking and leaving.

I have an 80% bounce rate on my website.

That means 80% of people who visit my website leave after looking at one page.

bounce rate report in google analytics

Depressing eh ?

Bounce rate report in Google Analytics.

  1. Log into Google Analytics.
  2. Select Acquisition from the left menu.
  3. Select Overview.

On the centre of the screen you’ll see the behaviour column highlighting total bounce rate and by channel.

I’ve chosen to display conversions to review and compare traffic source, bounce rates and conversions.

What does the bounce rate report tell me?

My conversions come from the 20% who look at more than one page.

I’m fairly happy with my conversion rate of 3.94%.

(doubled my conversion rate in the last month.)

But still, 96% of people leave without taking any action.

Fixing the bounce rate problem

If you look at the layout of my site most pages are one long vertical column.

I don’t give people much opportunity to view other pages of content.

Next thing I did was look at what devices people use to access the site.

bounce rate caused by poor navigation and UX

65% of people visit my website using a desktop computer.

Then I looked at how people found my site.

audience mobile and desktop report

65% use a desktop device.

You can find this report in Google Analytic as follows:

  1. Audience
  2. Mobile
  3. Overview

75% come to my website from a Google search result.

As I mentioned above, 75% of my website traffic comes from Google search results.

First time visitors report.

The report below shows how to find first time visitors versus returning visitors to your website.

  1. Audience
  2. Behaviour
  3. New vs Returning

Another fairly depressing statistic.

I’ve know about this issue for a while; just had my head up my arse focused on organic traffic and my conversion rate.

google analytics audience behaviour new v returning

Engagement Report

Another report is the engagement report in Google Analytics.

google analytics audience engagement report

Engagement is a horribly term that has crept into the marketing vocabulary.

(engagement is a formal agreement to get married)

Just because someone looks at 3 pages on my website doesn’t mean they’ll get in touch and buy from me.

Rant aside, if 75% of people only look at one page you know you have a website problem.

To find the report go to :

  1. Audience
  2. Behaviour
  3. Engagement
  4. Select Page Depth

In my report, you can see page depth of 1 is 2797 sessions out of a total of 3450.

The page depth of 2 is probably those people who looked at a page (1 page depth) and landed on the thank you page (page depth 2) after filling out the web form.

If you want, you can choose to segment this report by search traffic or other segments.

End result of high bounce rate

People visit my website from Google, most look at one page, leave and don’t return.

99% of my visitors and subscribers are non transactional.

Solution to my bounce rate problem

So I decided I would address my bounce rate and transactional issues by adding a right side bar to every page.

At the top right of each page I added links to main categories and a banner ad areas showing images of website projects I’ve worked on.

improve bounce rate with better UX

As you scroll down the page there’s a sticky bar.

The screenshot above is from the planning a website page.

And the right side bar contains links to articles related to planning a website.

Then, my transactional banner in green; the first step in a website project is keyword research, click here.

It’s unlikely first time visitors will click and buy.

However, I’ve reinforced the message that keyword research (my service) is vital in website projects.

I’ve created 3 sticky sections.

  1. One for planning a website.
  2. One for improving website content and conversions.
  3. And one for increasing traffic from google.

The image below is taken from an SEO page.

The message on the right side bar is “need more traffic from Google” with links to 3 SEO articles.

Hopefully people read more than one page about SEO.

Then underneath, the green banner ad, the link to contact me about help with more Google traffic.

Summing Up Bounce Rate

I spent 3 x 10 hours days working on implementing this new layout, adding illustrations and creating the side bar content links.

I have absolutely no idea if this investment will pay off.

I’ll share my results with you in a month.