Bounce back rates are defined as the rate of how often a website viewer leaves the website from the landing page without looking any farther.
The formula for a bounce back rate is:
Total number of visitors viewing one page only / total entries to the web page
It’s the difference between people who visit your website and stay versus people who leave your website without looking around first. Visitors can bounce-back from your website by clicking a link to a different website, closing the window, hitting the “back” button, or typing in a new URL. All of which are bad because when a potential customer leaves your website, they are disengaging with your brand.
When you get a potential customer to your website, you want them to stay and look around. The longer they spend on your website, the longer they get acquainted with your brand. Branding is everything. Even if a potential customer doesn’t make a purchase right away, with proper branding they will remember your brand when they need your service.
3 key tips for avoiding bounce back rates:
Quick and User-Friendly Accessibility
We live in an age where patience in not a virtue. We want instant access to everything, so waiting for a website to load is not something we make time for. If your website loads quickly and is easy to navigate, you have a higher chance of your potential customer staying on your website. Pop-up ads are a huge way to make people click out of your website right away, so diminishing pop-up ads, music, or videos is a key part in getting the potential customer to remain on the website initially.
Engaging and Inviting Content
Alongside people not being very patient, people are also easily distracted. With engaging and inviting content, the potential customer is more likely to stay on the website and interact with it. If they are entertained by what they see, they will stay engaged with it for a much longer period of time. Engaging content shouldn’t just be products for sale; it’s beneficial to have useful information on your site solely for entertainment purposes, like blog posts, infographics, or how-tos.
Easy on the Eyes Appearance
One last way of lowering bounce back rates is having a beautifully designed website. If your website is easy to look at, the customer will want to look at it longer. Simple images, clean text, and harmonious colors are all key aspects to a well put together website. Lots of bright colors, obscure text, or grainy images make for a website that strains the eyes when being viewed and will often lead to a raise in bounce back rates.
Bounce back rates have a major impact on online sales and digital branding. In a digital age, getting people to interact with your online website benefits your branding tremendously.