High Bounce Rates: They Aren’t All Bad
The results are in. You squirm and fidget as the doctor’s eyes pass over the paper. His face droops. Here comes the bad news.
“I’m sorry…it’s just so…high.”
“What is, doctor?”
“Your bounce rate. I give the campaign three months to live.”
This scenario is playing out across countless campaigns. In most minds, an uncontrollable bounce rate equals death. And with good reason. You work hard for those clicks. The last thing you want is a visitor who leaves quickly without exploring the rest of your site. But keep this in perspective. A high bounce rate is like cholesterol. It gets a lot of bad press, but there’s some good in there, too.
Some segments of your site are designed to offer a sip, rather than a gulp. On these pages, visitors are simply on the prowl for basic information:
- Phone numbers
- Stores hours
- Event dates
Sure, they may have left your site in a hurry, but that means they could be walking through your door as you read this. Never force your visitors to hunt for the information they need to interact with you.
Also pay attention to the returning visitor rate. If that number is on the rise, visitors may already be familiar with your site and know exactly how to navigate. That’s a good thing. Returning visitors are engaged. And engaged visitors are much more likely to be profitable. In a moment of panic, you could optimize your way right out of their good graces.
Overall, a high bounce rate should never be considered a sure-fire sign of failure. But with a little digging, you can determine if your rates are terminal or benign.