If there’s one question that every Digital Marketing and Performance specialist has heard, it’s this: Is this bounce rate good or bad? Let he who has never said it cast the first stone! But after all, what is it, what does it feed on, and how can you understand what the bounce rate ceiling is?
What is Bounce Rate?
The Bounce Rate (an expression in English that means Rejection Rate) is nothing more than what happens when we search for something (whether on a search engine, such as Google, on a social network, on a targeted search site, app stores, email marketing/SMS and WhatsApp messages or Marketplaces), we access the page/site of the answer presented, we don’t find what we are looking for and, without interacting, we abandon the page. Boom : This is a Bounce Rate, baby!
If for every 100 people who visit your website, 40 leave without clicking on anything, your website’s bounce rate is 40%. The calculation is simple and the result is in percentage:
How to reduce your website’s bounce rate?
The bounce rate can indicate several flaws in the purchasing journey, among which we list the most common below:
Adjustments to the what are the benefits of using the target segmentation of paid ads
If a Facebook Ads campaign , for example, has shown a high Bounce Rate, it is time for the Growth, BI and Performance teams to join forces to analyze the target settings (target audience) set to it.
UX Improvements
There’s no point in having a super campaign on Google Ads, with a super budget and a mega segmentation strategy, if when the user enters your page they have a mediocre experience .
Before creating any campaign, do us a favor: define the marketing funnel, contemplating all the possible stages and channels through which a lead can arrive, navigate and convert linkedin post virality or abandon your website – here we have an article that gives excellent tips on how to create an effective inbound marketing strategy .
Using tools that help you understand the user experience , with screen recordings, heat maps and other features that help you identify “why potential leads abandon your page”, is something worth getting tattooed on!
Here we really like Google Analytics and Hotjar to analyze these aspects.
marketing leads, content marketing, business marketing
How is your website’s SEO strategy going? Oh, it’s good to know, you know? You need to be assertive about your keyword strategy to rank in organic search results (which, as we know, do influence paid search results).
Understanding which awb directory keywords trigger your page in search engines says a LOT about your Bounce Rate ! And to analyze this aspect, we use a lot of tools like the beloved Similarweb and Google Analytics.
When it comes to configuring keywords for paid search, it is the duty of any Performance Marketing specialist.