Bounce Rate indicates the percentage of visitors on your site who navigate away from the site after viewing only one page. On your website, you want the visitor surf through sites web pages for different reasons starting with buying something, read more, fill out a form, etc. High bounce rate also indicates that the visitor didn’t find what they were looking for or the web page was difficult to use.
7 reasons for high bounce rate
Web page loading speed is crucial for improving website overall performance. Higher load time can lead to higher bounce rate as visitors will exit the page in case of delay. Also, page speed is among the 200 factors that Google considers while ranking pages on search results. The ideal load time for a web page is less than 3 seconds. For mobile applications, the medium expected load time is less than 2 seconds.
You can use variety tools to test your current load time the most popular tool available include Page Speed from Google, Website Speed Test from Pingdom, GTmetrix and much more. If you have google analytics account you can check for your current load time under site speed tab under behavior section.
You can read more about speed optimization in my previous articles: Landing Page Optimization: Developers Perspective
404 & 500 Error
404 error (popularly known as Page Not Found) means that the page that you are looking for has been removed, moved to a new location or perhaps even been replaced by a new page. 500 is an internal server error it basically means that something has gone wrong with your website’s server. If a 500 error persists you need to contact your webmaster or your hosting provider to sort it out.
404 error usually happens when you create a new page to replace an existing web page and don’t redirect the old page to new page URL. As a best practice always make sure your use 301 redirect to redirect old web pages to new ones. 301 redirects also help you retaining the SEO properties of the old page. Substantial increase in 404 pages can lead to high bounce rate.
Don’t let ads distract
Advertising that’s intrusive in nature is never accepted by users. As a best practice always place static ads to sides, avoid pop-up banners and avoid self-loading multimedia ads. Page takeover ads also add an additional step in the user’s journey before they reach their destination. Users choose to exit the page in the presence of excessive advertising that is considered intrusive.
Is your website optimized for new age devices like mobiles & tablets? If your target audience prefers to use mobile for visiting your website then make sure that your website has a responsive layout. Responsive design ensures that your website resizes itself to fit different device sizes to offer the same experience. In essence, responsive design is about making sure that your user can access your content from anywhere, any time & any device.
With responsive device comes the responsibility of creating responsive content. Make sure your content is designed keeping in mind that it can be easily consumed irrespective of which device is used by the user. Consider what to show and hide for low resolutions. Dropping non-critical text and images can mean quicker, slicker browsing.
Be concise and clear; tantalize, hint and hook with your content.
Attract right visitors
Make sure that your site is attractive the right traffic. It’s essential that you cross check your paid advertising is helping you to reach the correct audience. For example in AdWords campaign have used negative keywords to avoid your broad matches leading to wrong keywords being targeted for text or display ads.
Your website is difficult to use
Use quantitative & qualitative factors to assess the overall user experience on your site. For example, place a survey link on the site to ensure that user can share feedback on missing content, technical issues and more.