In the world of Internet marketing, a website which as a high bounce rate is considered to be a very negative blow. It’s a warning sign that something is wrong with your website, so if you want to capture more sales and leads, a high bounce rate is a issue you can’t afford to ignore.
A bounce rate measures the percentage of visitors who come to your site and leave after viewing only one page. In most instances, this means that they land on your site, look at it for a few seconds, and then leave.
A bounce rate also shows you how effective your brand connects with your visitors, and today mobile website visitors have less patience than a desktop visitor does. It’s a fact that internet traffic shifts more heavily towards mobile these days, so the best way to engage visitors and lower your bounce rate is to have a responsive site that offers a great mobile experience.
A great questions is why do people bounce? Something brought made them come to your site, it could have been a page title, a meta description, or a social post, but they were at interested enough to click on your page. And they may just leave because they didn’t get the information they were looking for, or the page took too long to load.
A high bounce rate means people aren’t engaging with your website enough, which more than likely means they’re not buying your services. So, reducing the bounce rate on your website needs to be a priority if you want to see an increase in sale conversions.
We all get put off by the way a menu is not displayed correctly on a site that is not mobile responsive, it could be that the text is jumbled and images are not shown as intended. This often means that the user will move on to another website instead, perhaps your competitor whose website is responsive, and much easier to navigate on a mobile device. If your website is mobile responsive, things like Calls to Actions can be easier to find. Some interesting studies have been found by MoPowered, which state 30% of mobile shoppers leave a transaction if the experience is not optimised well for a mobile.
A desktop visitor can bounce 45% of the time on average. Mobile users are more likely to leave so you have to expect a mobile bounce rate figures to be up to 18% higher than desktop figures. The difference between mobile and desktop bounce rate percentages can be even more bigger with lead generated websites because of the requirements to complete large forms on a website. The expected bounce rate for tablets is up to 15% higher than desktop bounce rate numbers. A much higher percentage for mobile and tablet devices may indicate that the website is not optimised for smaller screens.