What is bounce rate?
The bounce rate is the percentage of visitors who, after entering any of the web pages on our site, leave it without having taken any further action (neither visiting other pages on the site nor interacting with the content) and only report a page view.
Aware of the difficulty of attracting traffic to a site, when the visitor doesn’t interact with the content, we are missing out on a fantastic opportunity. The higher the bounce rate, the worse the visitor’s interaction with the website, and this is something that needs to be improved.
1. recommended bounce rate
The question you’re probably asking yourself right now is: What is the recommended bounce rate? And the answer is: It depends, because it’s impossible to give a clear answer to this question, as each specific market and sector means that the behavior of your visitors is very different.
There are sectors where visitors are likely to continue browsing the same site for more information, while in other sectors the typical visitor profile is that of a person who is looking for very specific information and, once they have obtained it, they don’t visit any other page.
But as a general rule, regardless of the type of buyer persona or sector, a bounce rate of around 50% would be a good figure.
2. How to improve the bounce rate?
When analyzing your website’s metrics, the bounce rate should be a priority and should always be taken into account. If the bounce rate is too high, you should start working to improve it immediately. Here are some tips that will help you reduce the bounce rate and thus make better use of the visitors who come to your website:
- Get rid of pop-ups and any other element that might annoy/disturb visitors while browsing.
- Offer relevant, quality information so that they consume more content on the same visit.
- Offer a clear and clean navigation menu, as this invites users to visit other pages on the same site.
- The page should load quickly to avoid unnecessary waiting times.
- Create links that open in a new window and you’ll be able to keep them on your site more easily.
- Place CTAs, or calls to action, that take visitors to other pages on your site.
3. bounce rate in mass mailing
In the field of email marketing, the bounce rate is a very different metric. In email marketing, the bounce rate refers to the percentage of emails sent that could not be delivered to the recipients’ inboxes. There are two types of bounce:
– Soft bounce: in this case, it is not a definitive (temporary) bounce and is due to the existence of a problem that can be resolved. The most common case is that the recipient’s inbox is full.
– Hard bounce: this is a permanent bounce and indicates a problem on the email server or in the recipient’s inbox. The most common case is that the email address doesn’t exist (it is no longer available) or that it never existed (the recipient’s email address was entered incorrectly).
4. Improve the bounce rate on bulk mailings
If you get a very high bounce rate in email marketing campaigns, this can lead to various delivery rate problems and your emails could be considered spam by different servers. To avoid problems and reduce the bounce rate in your email marketing campaigns, you should follow these tips:
- Avoid using old contact lists.
- Clean inactive users from your lists.
- Try to segment as much as possible, always before you have to send a newsletter.