Bounce rate, or the percent of visitors who leave (aka “bounce”) on the first page they visit is a strong indicator that something is wrong.
Take for example a client of ours who started experiencing a significant bounce rate on a page that was supposed to be a lead capture quiz.
This page received relatively low traffic, hence it went undetected for some time. However, after about a month it had enough hits and enough “bounces” to warrant an investigation.
As it turns out, this page was actually a broken link and traffic was being driven to it through a Facebook ad. Once we identified the issue we put in a redirect in place to direct traffic to the correct page and the issue was resolved.
Why monitor bounce rate?
Bounce rate, especially for eCommerce sites is literally money out the door. It means someone was interested enough in clicking through to your site, didn’t like the first impression, and left. It’ll be hard to get any of those visitors to return to your site again.
If you run Facebook Ads that target a specific audience and a good portion of that audience didn’t like what they saw (especially if they are lead to a 404 error page), you may lose their trust and interest for future campaigns.
That is why keeping a close eye on bounce rates is crucial for your business. If you notice specific pages receiving higher than 50% bounce rate, take action immediately and ask yourself these following questions:
- Is the link broken?
- Does the page have enough links to browse the rest of the site?
- Is there a clear enough call to action for further engagement?
- Is the page mobile friendly?
Does your eCommerce business need an audit?
If you don’t know your bounce rate or don’t have tracking in place it’s time you start. There might be holes in your business that are causing it to sink without you realizing it.
Sign up to receive a free audit of your eCommerce business by Brick & Click Co.
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