How To Reduce Your Bounce Rate? And What Causes It In The First Place?

author image Written by: Rabije Gashi Corluka           Categories - SEO Tips

Often, poor user experience. But in some cases, it can be the exact opposite, according to Search Engine Journal.

Picture this: a visitor comes to your page and gets welcomed by some content they didn’t really expect. Still, they give it a chance. They want to scroll down a bit and find the answer to their initial question. The page doesn’t load immediately. They get frustrated, press the little x in the top corner and leave your website.

The other scenario would be that you immediately gave all the exact information they were looking for, and you did it having a great user experience on the page.

So, how do you get somewhere in between? Sure, chances are they will come back to your page another time they need the info, but you can never really be sure.

However, there are cases when Google influenced the bounce rate in a way. Well, Google and the person behind a keyboard.

It sometimes happens that a person uses vague words when googling for something, so Google offers them content based on what they typed in. They open the page, see it’s not what they wanted, and leave.

This means there are a few reasons why your page might have a high bounce rate, and it doesn’t even have to be your fault. However, there are some things worth paying attention to.

Tips For Reducing Bounce Rate

  1. Keep page load time under three seconds.
  2. Have a site search function – and make it easy to see!
  3. Have effortless navigation and give the user clear direction of where the content they need is.
  4. Have an intuitive and clean web design. Would you spend time on a website that’s unpleasant, not appealing and looking shady?
  5. Optimize for mobile – this is a must since most of the searching happens on mobile.
  6. Keep the content clear, organized, and easy to consume. Think bullet points and short paragraphs, but images and short videos too.
  7. Create fresh content and use relevant keywords.
  8. Know your target audience and create content for them, not for all of mankind.
  9. Avoid popups and limit distracting ads. No one likes them and will probably leave.
  10. Make your CTAs visible and clear. This one especially goes to the eCommerce websites. Use colours and clear language for your CTAs. Your users want to buy something – help them find the “Buy Now” button asap!
  11. Limit broken links and use internal links that open in a new tab. Stumbling on a broken link will leave a user disappointed and using internal links will help keep them on your website. Always have links opening in a new tab – that way you’re keeping the visitor on your page.
  12. Have a 404 page. Having a 404 page that clearly says what happened and provides alternative pages to go to might also help lower the bounce rate. A funny 404 page is a plus!
  13. Track everything! That will make it easier for you to understand the reasons behind each result.

Your main goal is to keep your customers and visitors happy. Use yourself as a starting point in these situations. What do you like when you’re searching for something? What are the things that would make you leave a website? What else would you like to see on websites? Ask yourself these questions and use the answers in the best way possible.

Rabije Gashi Corluka

Rabije always enjoyed finding different angles to a story, so it’s not surprising her curiosity influenced a move to a new continent, widening her perspective. She enjoys hearing people's stories and learning about different cultures and places - but most of all, she loves putting her thoughts on a piece of paper. Her love for writing led to her studying Journalism and PR, but she actually became a storyteller during her radio-hosting era. Now, she uses her skills, experience, and love for writing to help your brand stand out.

Google Analytics 4 Adds New Metrics & Dimensions


Google Analytics 4 is the latest version of Google Analytics which will completely replace Universal Analytics. Unlike UA, GA4 respects customers’ privacy and doesn’t rely on third-party cookies, plus doesn’t focus on desktop only.

The GA4 came out in October of last year and is getting new metrics this week:

  • Bounce Rate
  • UTM Term and UTM ad content
  • Conversion Rate

“We’re excited to release new dimensions and metrics, enabling you to see bounce rate, additional UTM parameter values, and conversion rate across various surfaces, including explorations, segments, audiences, reports, and the Google Analytics Data API.” – stands in Google’s statement.

Read More: Universal Analytics To Be Replaced By GA4

Bounce Rate

Bounce rate is the percentage of not engaged sessions, meaning that the sessions weren’t completed because a visitor exited the page. It’s the opposite of the Engagement rate and is available in Explorations and Reporting Customizations.

In GA4, the bounce rate is calculated differently than in the UA. See how it’s calculated here.

UTM term And UTM ad content

There are now two dimensions in Google Search: user scope and session scope. They’re available in the Explorations, Reporting, and Audience Builder.

On the other hand, with the utm-content parameter, you can see both the first user manual ad content and the session manual ad content.

By using the utm-term parameter, you can view first user manual terms and session manual terms.

Conversion rate

You can now see both the user conversion and the session conversion rate for any conversion event.

Why Does This Matter?

More data, fewer problems! Extra insights can help you troubleshoot your next campaign and its performance issues.

That must be good for business, right??

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