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How Important Is Your Bounce Rate?

Your bounce rate plays an important role in the success of your site.

Do you know what the bounce rate for your site is? How about the bounce rate for your individual pages?

You can find this information easily in Google Analytics, but many business owners end up neglecting this key success metric. A “bounce” is counted when someone lands on a page (i.e., it’s the first page of your site they visit), then leaves your site without visiting another page. Note that this measurement is distinct from an “exit rate,” which measures visitors who leave a certain page after a chain of interactions on your site.

A bounce can mean multiple different things. It could mean that the person was looking for a quick answer to a question, and once you provided it to them, they left. However, it usually means your content failed to pique the visitor’s interest, or that you didn’t have enough material to satisfy their needs.

A high bounce rate isn’t going to completely ruin your chances of success, but it is going to have a few negative consequences. For starters, it’s hard to maintain high engagement or conversion rates with a high bounce rate in place. A high bounce rate can also sabotage your chances of attaining high rankings in search engines.

Fortunately, there are a few steps you can take to improve your bounce rates:

  • Interlink your pages. First, include more links to the other pages of your site. If you make it easy for your visitors to discover and engage with other content of your site, they’ll be more likely to do it.
  • Improve the quality of your content. Next, work hard to improve the quality of your site content. Focus on well-researched, long-form content when you can, and include photos, videos, and other multimedia content.
  • Learn from your lowest-bouncing pages. Pay attention to the bounce rate of all your site pages, but focus on the lowest-bouncing pages. What do these pages have that your other pages don’t?

If you’re looking to lower the bounce rate of your web pages, or if you need help with your onsite content strategy in general, contact Quez Media today!

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