Improving this metric will help improve your conversion rate. Bounce Rate is a complex issue to tackle, but there are things you can do to improve this very important metric.
What’s a good bounce rate?
It all depends on type of site. I have encountered clients with over 90% Bounce Rate but I would say most of them ranged between 60% and 80%. Bounce Rates over 70% is a problem, and lower than 40% is decent - ideal lower than 20%.
- Focus on eCommerce ROI: Focus on reducing bounce rate on pages that have the highest volume of traffic from the highest converting sources. Test multiple traffic generation channels, investigate landing page engagement and conduct A/B/C landing and CTA testing.
- Focus on eCommerce audience targeting: Be smart about selecting audiences and channels for your eCommerce campaigns. Targeting too wide an audience can inflate your bounce rate and cost per lead.
- Focus on eCommerce simplicity: eCommerce landing pages need to be engaging and don't overwhelm a new visitor with all your content and promotions. You only have a few seconds to translate value to a new visitor and convince them.
- Focus on on-going testing: There are so many variables and profiles in play and because of the ever-changing market landscape, you must strive to conduct on-going landing page testing and measurement.
Ivan Fernandes, Founder and Managing Director at Digital Business Partners