Is Your Site Effective for Your Business?
As a webmaster or business owner who invests money in the development and promotion of the site, you are interested if it is efficient enough. Of course, these questions begin to appear if you expect more sales and orders that there are. If your platform has got low-level SERP positions but a decent CTR, you need to consider the bounce rate that is a ranking factor Google uses.
Of course, one single article cannot tell you everything about the proper optimization of your web platform. Aside from content and its quality, there is also a technical SEO checklist you need to refer to improve the site ranking. Among numerous factors, let’s consider the bounce rate.
The bounce rate is the number of users who have visited a site and left it soon after. It is calculated as a percentage based on the total amount of users and those who quickly closed the resource. The Google Analytics tool explains what is bounce rate as a session during which only one page of the site was opened, after which the visitor closed it without activating other links of the web resource (in other words, only a single request was made to the server).
A high bounce rate is bad for website promotion. And the bigger it is, the worse. This indicator directly indicates that the web resource is not interesting and did not satisfy the visitor's requests. If the rate is no more than 60% for Google, then this is normal. That is, at least 5/6 of the website visitors find the resource engaging and useful.
It is crucial to understand that a different bounce rate is okay for various types of resources. For one-page sites and blogs where users receive the information they need immediately and then leave, the rate can be 70–90%. It is quite normal. The bounce rate for an online store should be at the level of 30-50%.
These are approximate figures. To get a more precise score, it is worth analyzing your competitors and their bounce rates. You can do this with the help of SimilarWeb.
To analyze the bounce rate of your project, you can use a particular algorithm. First, determine if your website has a high or low bounce rate based on competitor analysis.
If you understand that it is too high, then you need to track how much time visitors spend on your site. If the number is low, then look at the conversion rate. If visitors do not perform targeted actions on your website (do not buy anything, do not register, etc.), you should analyze the following aspects:
- Whether the page is targeted concerning search queries;
- Are there elements on the page that will allow the visitor to take the desired action?
- Is the page easy to use at all?
These are the factors that can influence the rate:
- the presence of external web links;
- the quality of traffic sources;
- the position of the resource in the search results for irrelevant queries;
- page decoration;
- matching the web page with search queries;
- page loading speed.
All in all, the bounce rate is one of the decisive factors that influence the site SERP ranking. Thus, it is worth your analysis and evaluation to understand if a site is efficient and fulfills its functions for your business.