Bounce rate is a basic indicator for website analysis. It is used to evaluate whether page information is effective for users. It has a direct guiding role in operational activities and product optimization. This article elaborates on the significance of bounce rate from various angles and its guiding role in product optimization.
[Official definition]: Bounce rate refers to the number of single page visits or the percentage of visits that visitors leave the website from the entry (target) page. You can use bounce rate to measure the quality of your visits; a high bounce rate usually means that the website entry page is not relevant to your visitors.
[Popular explanation]: A user only visits one page and then closes it. This group of users accounts for the proportion of all visiting users.
[Extended explanation]: It has two meanings, it only refers to the visit of a page; the user can enter a certain web page from this website, but after entering the target page, it is closed, and the user does not convert again.
[Analysis Application]:
1. Indicate the attractiveness of the entire site to users and evaluate whether the website is valuable to users. The lower the bounce rate, the more attractive the website is to users and the higher the value of the website. In analytics, this data can be obtained through the "Visitor Overview".
2. Analyze whether a certain target page in the website is targeted. For example, we evaluate whether a topic page is targeted. When users link in from other locations on the site, how many of them think that the topic content is not targeted and directly For those that are turned off, the bounce rate of the target page is used to measure it. In analytics, this data can be obtained through "Content-Website Content".
How to reduce website/webpage bounce rate?
1. Interface elements are clearly indicated. Users use web pages with imagination. Elements that influence users’ imagination include text prompts, graphics, mouse events, js effects, etc. Therefore, the elements on the page must be simple, clear, and clear. , and it is in line with the user's understanding and habits. When the user is guided to the target webpage by these elements, the content matches his imagination, so that the bounce rate can be effectively reduced. Currently, more and more websites tend to use single-color, large, original graphics for instructions. For example, the "Buy" button on Taobao's product details page, and "Post pictures, post articles, write feelings..." in light blogs
2. The UI logic is clear and the relationship between pages is close. When the affiliation between one page and another page is very confusing or unclear, it is difficult to understand that a user will click to enter with the mouse, or will continue after entering unintentionally. Stay.
3. The page link cycle is regular, including next page, return to the previous page, breadcrumbs, return to the home page, etc. These are the basic page cycle factors. In a website, the cycle should be regular. During the browsing process, the user will form a certain regular impression. When he wants to return or turn a corner, the time it takes to find the link hotspot should not exceed his imagination.
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