The percentage of people who leave your site after one page (instead of browsing around your other content) is known as your bounce rate. If you use Google Analytics for your website tracking, this metric was redefined in 2023 with the launch of Google Analytics 4 (GA4), focusing on ‘engaged sessions’ instead.
With GA4 you can check how many of the sessions on your website, during a defined period, were classed as an ‘engaged session’ and this is also given as a % engagement rate. The higher the %, the more engaged visitors to your site are.
What causes your website to have a high bounce rate?
Ten ways to reduce your bounce rate.
- Make the information they’re looking for easy to find
Navigation should be easy, intuitive and effortless for your visitors.
- Make sure your website design follows best practice
Providing an appealing user experience is not just about aesthetics; it’s about creating a functional, intuitive, and pleasant overall website experience. See this formula for a well designed website.
- Make sure it is mobile optimised
Mobile users may have even less patience than desktop users.
To be mobile optimised your website should have a responsive design that provides users with a rewarding user experience.
- Your content should be clearly and effectively formatted.
No visitor to a website wants to see large chunks of disorganized text with few images or video to support your customer message.
- Try to use short sentences, within short paragraphs
- Seek to use a range of media, such as video, to engage with your audience
- Use relevant keywords
By using relevant keywords on your website, Google will be more effective at delivering the right audience to your website (and so minimise your bounce rate).
- Add a convincing call-to-action
Every page (and especially your home page) should contain at least one eye-catching call-to-action link.
- Minimise broken links
Broken links create a poor user experience, leaving a visitor frustrated if they cannot locate the information they need.
- Be immediately credible
Because visitors are looking for financial advice, they will actively seek out proof that you are professional and trustworthy. One way to promote your credibility is to prominently feature client endorsements, testimonials, industry memberships and Google Reviews.