Attracting user traffic is the first step towards lead conversion. And calculating the bounce rate of a website is one of the most important metrics to analyze its effectiveness.
So, what is a bounce rate?
Bounce Rate is defined as the percentage of visitor/s who navigates away from the website. It is a calculation of the number of people who visited only the landing page of the website without exploring it further.
Hence, a bounce rate is calculated as:-
Bounce Rate = Number of visitors visiting a single page (landing page) / Total number of website visits
This means the lower the bounce rate of a website, the better the conversion rate.
The bounce rate of a website needs to be kept as low as possible. There is no defined parameter of ‘what a good bounce rate is’, but the inherent understanding is that the higher the bounce rate, the lower the ability of the website to sustain the interest of the users.
How can we reduce the bounce rate?
- Content quality
The content should be unique, relevant and keyword rich. Also, the length of the content should not be too long as it will distract the visitors’ attention.
- Website loading time
There is no defined standard for a website loading time. However, it needs to be kept to the minimum as we all understand that a visitor would navigate away from a website that takes time to download.
- Appealing page designs
Design the page keeping in mind the target audience as well as the objectives to be achieved.
Interlink each keyword and every page internally so that the users need not look for information on other sites.
- Use the key words with caution
In order to make your website SEO friendly, do not use the keywords in excess.
Therefore, it can be concluded that lowering the bounce rate of a website is an important criterion to maximize the conversion rate.
-By Neha Gulati