Bounce Rate: What to do with a high bounce rate?

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Among all the metrics that allow you to evaluate the traffic and conversion of a website, the bounce rate is one of the most important. In the classic version, it is the percentage ratio between the total number of visitors to the web resource and those who closed it almost immediately after getting to the main page.

Note that various analytics systems, most often used for data collection, calculate on page seo service it differently. In this article, we will tell you what Bounce Rate is considered optimal, how exactly to calculate and evaluate it, and most importantly, what you should work on to reduce its value.

Why is bounce rate an important metric?
The goal of the site is to convert visitors into real clients who will use the services or buy the company's product, increase brand loyalty, and introduce the target audience to your business. In essence, the bounce rate is a parameter that reflects the effectiveness of the portal. In addition, this metric directly affects other important things.

The web resource's position in the top search results
Search engine robots form the top results based on many parameters, and the bounce rate is one of the key ones. The lower the bounce rate, the higher the site is in the list.

Company image
A high bounce rate may indicate that visitors are not finding the information they need and are closing the page almost immediately, or are experiencing problems while interacting with the resource. Ultimately, customer loyalty and your brand image suffer.

Final conversion
If a user quickly leaves the site without performing target actions and without studying any portal pages except the main one, the number of applications and sales decreases. This means that the company's revenue suffers.

The average bounce rate in marketing is up to 40%. It indicates that the portal has some work to do, but overall, everything is fine. A value of 70% is considered high: such a percentage of visitors who closed the site indicates problems and requires immediate response.

Google Analytics and Yandex.Metrica: Who to Believe?
To calculate the bounce rate, the two most popular analytics systems monitor the fulfillment of completely different conditions. Therefore, when analyzing the data, site owners are faced with the fact that they are significantly different. However, they can be brought to a "common denominator".

The Bounce Rate value in Google Analytics is almost always very high and can cause panic among website owners. The fact is that Google calculates it using the classic formula, dividing the number of visits to one page by the total number of visits to the portal. Thus, users who found all the necessary information on the main page and spent quite a lot of time on it are actually considered as those who immediately left the site. As a result, we have a high bounce rate in the report.

In Yandex.Metrica, a refusal is counted if a number of conditions are met:

The time spent by the user on the portal does not exceed 15 seconds;
Yandex did not record the service event "failure";
The user visited no more than one page.
Thus, not only the number of viewed sections of the web resource is taken into account, but also the time spent on the site as a whole. In order for Google to take this factor into account, you need to add the command "setTimeout("ga('send', 'event', 'read', '15_seconds')", 15000)" to the counter code. How to implement this step by step is described in detail in Google Analytics Help. By reconfiguring the counting in this way, you will be able to receive almost identical data in both analytics systems.