Bounce Rate Fixes
Do you know your sites bounce rate? Taking a step backwards, do you know what it is? It is the percentage of single page visits in which the person left your site from the entrance page, i.e. a bounce is a visit where one page was viewed and the visit ended. Your sites bounce rate is an extremely important indicator of how well you are doing. A high rate is very discouraging because it essentially indicates that while you have been able to attract someone to your site, you cannot keep them there long enough to make a purchase or at least, to accomplish whatever you attracted them to the site to do in the first place, e.g., sign up for an RSS or newsletter. If people are getting to your site through pay per click ads, you are paying for each visitor who arrives on your site. If your bounce rate is 50%, then 50% of the clicks that you are paying for are wasted.
Average bounce rate
The rate for e commerce in 2009 is 36.6%. Now, you may say that you would like to better than average and that is terrific. The thing is, if your rate is higher than 36.6 percent, you are definitely not doing as well as other e commerce businesses and that probably includes your competitors. If you would like to find out a bit more about how your competitors are doing, you can go to Alexa and check. Alexa will tell you the bounce rate for any website where they are collecting information. They will also provide information on where traffic is coming from and which keywords search engines are using to direct searchers to the site. This information is useful because it can help you understand how you fit into your marketplaces performance because markets are different. If your product is a bit difficult to explain in a keyword phrase or there are a number of ways to interpret the key words, all the competitors in that market may have higher rates. You can use that information to benchmark a reasonable place for you to aim to be, at least as a starting point.
How can you improve It?
Is the landing page right, given the search term that brought the visitor there? Be sure that when your visitor arrives, the landing page shows them exactly what they are looking to find.
Is the page organized correctly? Even the most comprehensive product page will perform poorly if all the information is below the fold and the user never sees it.
How long does it take the page to load? The landing page is not the right place to place that Flash animation that takes time to get itself into place. Save it for a page deeper in that the visitor can choose to click on, even if you think it is brilliant.
Are there external links on the page? The landing page should keep people moving into your site, not give them ways to escape.
Naturally, your product, its price and so on are critical to whether or not someone want s to buy. That is a whole different discussion. Give your visitor a chance to evaluate your offer by being sure they get past the first page of your site.
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