By Lisa Bishop
A high bounce rate is defined when a web site visitor only views a single page on a website before leaving. This visitor does not view any other pages on the site – it is a one page session. There is no industry standard minimum or maximum time by which a visitor must leave in order for a bounce to occur. This fact is what we will concentrate on for the purpose of deciding whether or not a page with a high bounce rate needs to be redirected, redesigned or rewritten.
A normal bounce rate is 50% or below, and any page that has a bounce rate higher than that is considered a page that needs to be evaluated. Let’s look at the factors to consider when analyzing a page that is marked with a high bounce rate. There are some queries that may inherently generate high bounce rates.
If the page fulfills the query intent, there may be no further need for the searcher to engage.
If the search is for “What color is a green jellybean?” and the page confirms that a green jellybean is green, then the question was successfully answered. If the page accomplishes it’s goal, there might not be any reason to continue searching through the site. In this case, a high bounce rate is not a problem.
If the page has a high bounce rate, coupled with a high “time on page”.
If the page with a high bounce rate also has high time on page, there is a high probability that the page is accomplishing its goals. High “time on page” means the user is reading the information you provided and therefore, this page is valuable.
If the page is designated for AdSense Revenue?
If the page is created for the purpose of making AdSense revenue, then the page is doing its job if a user clicks off the page to an ad. A landing page for AdSense is strategically designed to promote a click off and any purpose other than that will distract users from AdSense.
If your call to action was successful.
If a user lands on a page and follows your call to action, they may complete their quest and be finished with the experience. The purpose of a call to action is to guide the user into what you want them to do, so in this situation, the visit was successful. The user left satisfied and happy, but contributed to a higher bounce rate.
Before you take action on a page with a high bounce rate, make sure you analyze the reasons why the bounce rate is high. If you need assistance with analyzing this particular metric, please give the SEO Specialists at Mannix Marketing a call!