What is the bounce rate? Identify 7 factors that reduce bounce rate

Bance Rite is a seemingly simple concept, but with important and complex subtleties. These complexities have led to many misconceptions about bounce rates. In this article, we will explain its meaning to you in simple language.

From the beginning of the introduction of Bounce rate, there have been misconceptions about its impact on SEO. The most important misconception about bounce rate is its direct impact on SEO. A misunderstanding of the concept of bounce rate can be attributed to this misconception.

With full understanding of this concept, we understand why bounce rate is not considered as one of the main factors influencing SEO. But before we start, we want to tell you the most important issue about the jump rate first:

Suppose you want to collect information about the price of a plane ticket to Istanbul. In this case, all you have to do is visit different sites and compare prices one by one. This means that when you see the price, you immediately leave the site and go to other sites. If we want to consider the jump rate as a negative factor, this exit must also be negative; While this is not the case!

Because the sites responded well to the user’s needs and leaving them did not mean user dissatisfaction! Now that this whole issue is clear to you, let’s move on to the story.


What is the Bounce Rate? A simple definition for a complex concept!

A bounce occurs when a user does nothing after entering a page from the site and quickly returns to the previous page or closes the page. If the same user clicks on a link and enters another page, comments or does anything that reflects their interaction with the content of the page, we can no longer say that a jump has occurred.

Let us illustrate with an example. Suppose you visit several houses to buy. You go to the first house and as soon as you enter, you feel that it is not suitable for you at all.

Inadequate appearance, lack of parking, poor facilities or any other reason will make you leave immediately and go to the next options. In this situation, a bounce has occurred due to the fact that you have not done any other activity and have left immediately. But if you visit the rooms, the kitchen and other parts of it and ask the consultant about the properties of the property, there is no bounce rate.

Bounce rate is a factor that measures the audience’s interaction with the pages of your site and not paying attention to it can cause many problems in the path of your success.
At the end of this article, we will get a full understanding of the concept of bounce rate and get acquainted with 7 of the most important factors in increasing the bounce rate.


The story of a misconception about site bounce rates

The first and most important misconception about bounce rate is to consider this factor as one of the main factors influencing SEO. Even many SEOs mistakenly think that if the bounce rate of users is high, it will negatively affect the site ranking. According to a survey conducted in 2019, about 70% of site administrators use bounce rate as one of the criteria for measuring success in SEO.

But bounce rate is not as effective in SEO as the general public thinks. How is this claim proven to be true?

Bounce rate is one of the statistics provided by Google Analytics tool. The only criterion in measuring the statistics of this tool is not the entry of users from search engines; Rather, people who enter the site in any way affect the measure of bounce rate.

Therefore, this number can not be a good measure of audience satisfaction with the content of the page, according to certain keywords.

In addition, Google employees have repeatedly commented on this:

Of course, bounce rate is not ineffective in SEO. Bounce rate should be considered as one of the factors that indirectly affects SEO, and ignoring it will mean losing a significant portion of site visitors. In the next section, we will tell you the effect of this factor in detail.

Most SEO misconceptions come from unprofessional articles and unsubstantiated comments. On the What is SEO page, you can read the opinions of SEO experts.


When does bounce rate affect SEO? When does it not affect?

Let us illustrate this with an example:

Speed ​​is one of the most important factors in SEO. This factor affects SEO both directly and indirectly. The direct impact of speed on SEO occurs when Google algorithms monitor the speed of your site and use it as an important factor in ranking your site.

But the indirect effect of speed on SEO is as follows:

When a user enters your site, the content of the page appears quickly. This will satisfy the user and increase the likelihood that he will rate or comment on your article.

In this example, the page loading speed has satisfied the user and encouraged him to be more on the page. Given that user satisfaction is very important to Google; It can be said that proper speed has indirectly affected the SEO site.

Factors that cause the user to leave the page can be related to the user experience and feeling on the page. If you want to know more about these factors, be sure to read the article on user experience in SEO.


Direct impact or indirect impact of bounce rate on SEO?

But the impact of exit rates on SEO is only indirect; This means that Google does not affect the bounce rate of a page in the ranking of the page. But when many users leave the page without interacting with it, they will notice their dissatisfaction with the content of the page.

A statistical report provided by the Backlinko site examines the bounce rate of sites on the first page of Google. This report shows that the closer the site ranks to 10, the higher the user exit rate.


Bounce rate and Dwell time, the story of two half-brothers but with different behaviors!

Many people mistakenly think that bounce rate is Dwell time. Bounce rate and user dwell time are like two half-siblings who are very similar; But there are three important differences between the two:

  1. Dwell time is calculated from the point where a user clicks on one of Google’s results until he or she returns to the results page; But the bounce rate is calculated when the user enters a page and leaves the page without taking any action.
  2. The main criterion of Dwell time is the user’s satisfaction with the content of the page according to the search. But the bounce rate is more related to the amount of user interaction with the page.
  3. Retention time on the page is a measure that Google pays attention to and uses as a ranking factor; But bounce rate does not directly affect SEO.
    To understand the difference between the two concepts, reading the article dwell time is the least you can do!

If you still do not know the difference between the two concepts, consider the following example:

Suppose you do a Google search for a recipe. After entering the page, you will read the recipe you want. After a few minutes you leave the site without doing anything and do not return to the search results. In this example, the bounce has occurred.

But this jump does not mean that you are not satisfied with the content of the page according to the search. Why? Because you found the recipe you needed and you were able to use it very well.

The content provided to you is exactly what you expected, but this content did not convince you to visit other parts of the site, comment or buy from the website store, and the bounce was done.


What is the standard bounce rate?

In a word, there is no standard amount for the jump rate! But depending on the business area, you can set a certain limit for it. According to statistics, the bounce rate on most sites varies from 26% to 70%. Using the following items, you can assess the bounce rate of your site to some extent:

Good condition: 26 to 40 percent
Normal condition: 41 to 70%
Dangerous situation: 70% and more
Before comparing your site bounce rate with other sites, keep the following points in mind:

Blog pages and sites usually have a higher bounce rate than store pages and sites.
Comparing the bounce rate of a plane ticket sales website with a clothing sales website does not seem logical. Because these two issues are very different from each other.
If your brand is not well-known among your target audience, you should not compare your site’s bounce rate with that of known brands.


Is a very low jump rate always good?

In some cases, the jump rate is displayed with a very low number (less than 25%). There may be several reasons for this, but two are the most common:

  1. Google Analytics code has been placed on the site twice.
  2. Using the Event definition, we have changed the benchmark calculation rate.

Suppose you change the benchmark calculation rate by defining one or more events on the video playback button and other parts of the page. This means that if the user clicks on any of the specified events, even if he does not see another page of the site, the bounce will not be calculated, in which case the percentage of users leaving the site may be much lower than the average criteria.


How is a site bounce rate calculated?

There is a specific formula for calculating the bounce rate, which is based on the number of hits and exits from the page. Dividing the number of users leaving a page by the number of users entering that page shows the bounce rate. The Google Analytics tool interviews this percentage well and gives it to you. To view these statistics, you can refer to the Google Analytics tool on your website. In the image below, the location of the percentage of users leaving the site can be seen.


With these 7 methods, you can minimize the negative bounce rate of the site

First of all, you need to know the factors that increase bounce rate. The next step is to find a way to change the situation. Here are 7 of the most important factors that can increase the bounce rate.


1- Page loading speed

A user enters a page of your site to buy the product and waits for the product image to load, but after a few seconds it crashes and leaves the page. In many cases, the user leaves the page due to the slow loading speed of an entire page or part of it. You can solve this problem by optimizing the size of images and other solutions that increase the loading speed.

It is interesting to know that with one second less than the page load time, the exit rate of users decreases by up to 5%.
Google recently talked about the impact of site speed in SEO in one of its videos.


2- Dry text content! No image and design

Using textual content without engaging the audience is another factor in increasing bounce rates. In such cases, the quality of the page content is good enough for the user but does not convince him to take any action. The following example shows exactly what happens:

The user refers to a page of your site. It will quickly get the answer to your question from your text content and then leave the page.

Using the right images, asking questions of the user, using videos and related white hat links are some of the solutions that make the user interact with the desired page.


3- Improper use of title and meta description

We are well aware that using attractive titles and descriptions for a page will increase the click-through rate on the search results page and bring more users to our site. But first, ask yourself this question: Are the titles and descriptions selected a summary of the page content?

If your answer is yes, there is no problem, but if your answer is no; It is very likely that the user will exit the page quickly after entering the page and seeing content different from what he expected. The solution to this problem is to use meta titles and descriptions that provide an honest summary of the content of the page.


4- Technical defects and pages 404

Incomplete or improper loading of pages due to technical problems or the user encountering a 404 page are two important reasons for increasing the bounce rate. To solve this problem, it is better to first of all check the process of loading site pages in popular browsers (desktop version and mobile version). In the next step, you must take action to fix the technical problems. You can also use the Google Search Console tool to find 404 pages.

What are duplicate content articles and 301 redirects can be a good guide to avoid technical bugs on the site.


5- Many outbound links or unrelated inbound links

When a user enters your site page, he / she will access other web pages using the links placed in it. If there is a lot of links to other sites in your content and clicking on them does not open a new tab, the user may forget the previous page after logging in and leave it forever.

Inbound links to the site can also increase the exit rate of users. Imagine that your page link is introduced on another site but the linked text is not related to the topic of your page. After the user clicks on it to enter your page, he notices this difference and leaves it quickly.


6- Poor design, bad user experience

Using inappropriate, small and illegible fonts, difficult access to different parts of the site, using inappropriate background color, small and clickable buttons, using pop-ups and… are just some of the problems that can be experienced due to poor design Create a user.

If the factor that has increased the bounce rate of your site is poor user experience design, it is better to consult with experts in this field and redesign the site.


7- Poor quality content

Providing poor quality content increases bounce rates. Using very complex or very rudimentary sentences, yellow content and any content that is useless and boring for your content audience can increase the bounce rate of your site pages.

To solve this problem, it is better to know the audience of your content and act on a specific strategy to produce content. The standard process for formulating strategy and providing valuable content is taught in the SEO and Content Strategy Workshop.


The last word – why should we take the jump rate seriously?

Our main goal of SEO and users entering the site is to increase sales or their interaction with the site. If we have a good position in search results, many users will enter our site, but this is not the end. Conversion Rate is one of the measures of success of your business. Reducing bounce rate paves the way for the success of your online business.

The performance of all parts of your site that are closely related to the user is reflected in the bounce rate. In addition to the indirect effects that bounce rate has on SEO success, it can directly affect the sales of your website, so we should not look at the bounce rate of the site as a simple or worthless number.

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