What’s Behind Your High Bounce Rate?
About the Author
Rebecca Appleton (84 Posts)
I am the operations director at SEO agency AppleJupp and trained as an online journalist. I head up AppleJupp'ssearch engine optimisation team which means being on top of industry trends, attending and speaking at conferences and testing new initiatives.
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[...] homepage less than interesting. Search Marketing Standard’s Rebecca Appleton gives four reasons why users bounce and tells you what you can do about it. She’s also kind enough to offer tips on how to optimize your landing page for PPC. All that for [...]
[...] homepage less than interesting. Search Marketing Standard’s Rebecca Appleton gives four reasons why users bounce and tells you what you can do about it. She’s also kind enough to offer tips on how to optimize your landing page for PPC. All that for [...]
[...] Appearing for irrelevant or outdated keywords is a common flaw of poorly managed paid search marketing campaigns, but it can also afflict organic listings. If your site is ranking for unsuitable keywords, visitors clicking through expecting to find something specific will be disappointed when a glance at the page doesn’t reveal what they were looking for. http://www.searchmarketingstandard.com/whats-high-bounce-rate [...]
Great article but what constitutes a high bounce rate?
Are there any typical industry averages?
In the offline world we know 90% of our advertising isn’t going to be effective so we take that into consideration.
In a typical bricks and mortar store we know we’ll sell to one out of every two people who walk in the store.
In a typical sales presentation we know we’ll sell to one out of every four, and to have gotten face time with those four we would have had to have called around 64 others.
That’s all sales 101, but what are the comparable figures for online?
Are they coming to the site as they would an offline store, or do they need to be presented to?
Or, are they responding to advertising, cold calling or something else?
How we measure the bounce rate needs to be determined by the method of attraction and engagement used to get the customer to the site.
Mark:
Exactly what I was wondering about. What’s a “good” bounce rate?
It’s complex and has many variables, as you pointed out in your reply.