Obviously, bounce rates are an important metric when it comes to eCommerce data. But where do you draw the line and what are the signs that you should be keeping an eye out for?
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First off, I am not an SEO expert, so most of what I have acquired on this subject is from talking to others and researching.
Secondly, to be honest, bounce rates have always baffled me. Especially as of the last few months. For a long time I was running a 65-80% bounce rate here on BobWP. I was good with that because what is considered a good or bad bounce rate depends on your site, your funnels and your content.
But the latter part of 2018 something happened here. November’s average bounce rate was 79%. December was 11.1% Ever since then it has been below that, sometimes even going as low as 1% .
What happened I can only speculate. (That is for another show.)
Bounce Rates and Your Online Store
On an eCommerce site, if you see your bounce rates start to go up, you can assume people are bailing without opening up their wallets. And the fact that they likely don’t always purchase on their first time on your site, enhances that even more. So it comes down to finding that sweet spot because it may just be impossible to get it as low as you would like.
But sometimes a store owner will make a wrong decision because the bounce rate may be misleading. There are many reasons someone may leave. I covered a few of those in last weeks show.
What Do the Big Box Online Stores See?
It might not be a fair comparison for you, but I found stats on bounce rates for 2017 for the huge eCommerce businesses. Three of them might give you an idea of what bigger sites are looking at.
- Amazon – 27.65
- Ebay – 26.30
- Walmart – 32.70
What Should You Expect?
From further research, I found that the average for eCommerce sites are between 20% and 45%. On the other end of the spectrum, blogs are looking at between 65% and 90%. All other types of sites fell somewhere between them. Of course, getting even more specific, it can also depend on what industry you are in.
What Should You Do?
There are some basics you can jump into as deep as you want when it comes to working on getting the bounce rate to slim down. Here are a few.
Look at the Deeper Data
Don’t get overwhelmed by the overall bounce rate as it can be deceptive. Dive into your analytics and see what products and pages are doing well vs. not so well. Set up segmentation so you see exactly what is going on.
Speed Up Your Store
My friends at Liquid Web strive to help you get you store under a one-second load. It may take some work, but it’s amazing how much of a difference your bounce rate can be when you are looking at 5 vs. 1-second load speed.
Make Your Call to Actions Clear
What the heck should a potential customer do when they land on a page? If that product doesn’t turn their wheel, what incentives or elements do you have in place to make other suggestions? Don’t leave them stranded.
Don’t Distract or Confuse
Have you ever landed on a site and you are not even clear that you are in the right place? Make sure all of the elements on your store are consistent with your brand. And don’t add any extras that will distract a customer from a purchase.
These are all very general concepts around bounce rates and a starting point as those numbers begin to catch your attention. Don’t obsess, but take a natural approach as you would with other analytics. Discover, evaluate and work on them. It won’t happen overnight. At least that’s what happened with our own site.