This week in our #SellMore video series, we’re going to tackle “bounce rate.” This is an extremely important metric for all websites, but for ecommerce sites, it’s vital.
Bounce rate indicates the percentage of users who come to your site and leave without engaging with anything or going to another page. Since you want shoppers to shop, they should absolutely be entering your store, exploring your webpages, and taking action (“Add to Cart” hopefully). A high bounce rate means that they aren’t browsing, they’re just bouncing.
Watch this weeks 2-minute video to learn more about bounce rate and learn a few tips on how to improve your website’s current bounce rate.
Bounce Rate Tips: 4 things to improve your ecommerce store’s bounce rate
Bounce Rate vs. Exit Rate:
A lot of people confuse bounce rate and exit rate. Quite often these two terms get confused by newbies to ecommerce which leads to improper tracking in Google Analytics.
To clear this up, bounce rate applies to the first page a shoppers visits. If they leave without doing anything, that qualifies as a bounce and raises your overall bounce rate.
Exit rate, on the other hand, applies to the page a visitor exits/leaves on. Think of exit rate as a way to identify where people are exiting from your conversion funnel. The ideal exit is when a shopper purchases something at check out.
Most Common Reasons for Bounce Rate
There are 4 main contributors to bounce rate, and each action typically indicates the visitor’s expectations were not met when they arrived.
- Clicks the back button: This tends to be the most common. A user clicks back to other search results to find a website that better fits their search engine query.
- Closes the browser: Perhaps the user opened multiple options from the search page and then goes through the process of elimination.
- Types a new URL: Auser comes to your store and says themselves, “You know what, I’m going to go to [insert popular store name] here instead.” Yikes!
- Does nothing: If a user does nothing, the session usually times out after 30 minutes. Perhaps they got distracted by SharkTank or Bob’s Burgers on TV, or were pulled away from their computer all together. This is going to happen no matter what you do. We’re all doing too much at once and moving at warp speed these days.
What’s a good bounce rate for online stores?
Typically retail sites fall in the range between 20%-40% bounce rate. This is not gospel, but it’s a good range to aim for over time. Gere are some other bounce rate ranges taken directly from Google:
- 10-30% Service sites
- 20-40% Retail sites (This is you!)
- 30-50% Lead generation sites
- 40-60% Content websites
- 70-98% Blogs
- 70-90% Landing pages
How to improve your bounce rate
There are loads of things you could try, but here are a few key tactics to keep newer ecommerce sites from making the wrong turn
- Improve your navigation. Set goals for your pages. What is it you want your shoppers to do when they get to a page on your store? If you aren’t sure where to begin, send your website to friends, and the “unsaavy” and gather feedback if you’re lost. Ask them what they notice first when they get to a page on your store.
- Get your keywords right. If you think you’ve got all the structural stuff right, this may be where you’re going wrong. In order to avoid this, you need to make sure that you appear in search results for the right keywords. Appearing and being clicked on for the wrong keyword only increases your bounce rates, and that is what you are trying to prevent.
- Groom your content. If you notice the issue on some of your content isn’t just a high bounce rate but also a low average time on site (meaning people leave pretty quickly), then it might be an issue with your content not providing what the visitor wants.
Ok, I could keep going forever but I want to make sure you don’t bounce! Keep checking back for more tips like this each week to help you sell more!
As you can see, this is a pretty important metric for you to be tracking for your ecommerce business. It is a great indicator of customer satisfaction and honestly, pretty easy to remedy. If I busted you and you’re not tracking this metric, get cracking! Google Analytics is a great place to get this information for your online business.
Feel free to reply to this post and let us know your thoughts or things you’d like to hear about next week during our #SellMore video series!