Is your site’s bounce rate high? If yes, then it’s high time to think carefully. Remember that a high bounce rate, in the field of digital marketing is considered as a major conversion killer. After all, if most of the visitors are abandoning the e-commerce site on the home page, then you won’t be able to convert them into the customers. If you have an e-commerce site, then this can significantly affect your sales.
Well, don’t worry. Here you will get detailed information about the bounce rate and how to reduce for your e-commerce site. So, let’s start this with understanding what this actually is?
Bounce rate on an e-commerce site
This is a common internet marketing worm that is used for site traffic analysis. It is the total percentage of visitors who leave the site without going through the other pages. They leave the site right from the landing page. Talking about some scenarios that consider as bounce, these are:
- Visitors exit the browsers immediately after viewing just one page
- People navigate back from the landing page
- Users click to other websites that take them to another place after watching a single page
As per a study, the average bounce rate that every most of the e-commerce sites face is around 45 percent.
Bounce rate is an Internet marketing term used in web traffic analysis. It represents the percentage of visitors who visit your website but leave (bounce) without viewing the other pages than the first page they have landed on
Understand the excellent bounce rate
You may be thinking, what bounce rate can be considered as ethical? Well, as per the general rule,
- E-commerce sire with 30 to 35 percent bounce rate is excellent
- 50 to 70 percent of bounce rate is average
- 70 to 80 percent is poor
- If the bounce rate goes up by 80 percent and more, then it is a very bad sign for your e-commerce site
You might be thinking that what if the rate is below 20 percent? Well, it is considered as tracking error. This can happen due to improper event tracking integration, duplicate analytics code, and third-party add-ons.
Bounces greatly hurt e-commerce sites
- Bounces mean the visitors are not making any purchase. They are leaving your e-commerce store before you can convince them to make a purchase. They visiting one page and abandon your site. Google considers this as a bad sign, and this greatly affects your site’s ranking SERPs- Search Engine Result Pages.
- The second thing is, the more the percentage of bounce rate, the worse the site ranking will be. When the visitor leaves your site from the landing page, Google keeps that in mind and lower the site’s domain authority.
This can greatly kill your e-commerce stores. To calculate the bounce rate, use this formula:
Rb stands for Bounce Rate
Tv means the total number of visitors to one page
Te stands for the total number of entries to the page
Now let’s discuss what you can do to lower the rate.
Tips to reduce the bounce rate
- Optimize the search bar
When people don’t find the products that they are looking for on your site, they leave it. So, to deal with such an issue, you need to make the site’s search bar prominent. As per the experts, set the wide of the search box that can cover 27 characters.
- Optimize the product pages
For an e-commerce site, product pages are considered as important assets. You can optimize it by adding the review section, icons, short descriptions and other things that can describe your product quality. The customer reviews on an e-commerce site can boost up the conversion by around 20 percent.
- Don’t forget to optimize the load time of the page
If your site takes more time to load, it can irritate the visitors. Studies show that around 47 percent of visitors expect a website to load in just two seconds. So, you need to optimize the loading speed accordingly. Slow-loading site is the major causes of abandonment of shopping cart. Some plugins can help you in this, like WP fastest cache, W3 Total Cache and more.
- Add a compelling call-to-action
Studies prove a clear C2A button takes around 4 seconds to get noticed by the visitors. Develop a C2A that will force the visitors to click.
These are some of the basic things that you can do for now to reduce the bounce rate. However, there are more such ways through which you can significantly lower the bounce rate.