What is Bounce Rate?
Bounce rate measures the percentage of visitors that arrive at a website and leave without clicking to any other pages.
Since ecommerce websites are transactional in nature, with the primary goal to convert visitors from browsers to shoppers by completing a transaction, bounce rate becomes an important metric for online stores.
What is a Good Bounce Rate?
There is no universal bounce rate benchmark for all websites.
This is because different industries and websites have different expectations from their visitors, and their content reflect the same.
For example, blogs and informational websites tend to have a very high bounce rate, at 70-90%. That’s due to the fact, that most people arrive to these websites by searching for a certain term they want to get some information on, and then landing on the page that gives them this information.
Actually if a visitor landed on a page and got the information that they were looking for, and didn’t need to keep searching afterwards, then the informational website actually succeeded in its mission of delivering good answers to the visitors.
Ecommerce websites, on the other hand, expect more from their visitors.
They expect visitors to keep browsing and comparing products, and ultimately completing a transaction at the end.
Which takes us to the next point…
What is a Good Bounce Rate for Ecommerce?
To answer this question we headed into the benchmarking tab in Google Analytics to get the benchmark for bounce rate, based on more than 6000 web properties in the shopping category around the world.
We have found that the average benchmark for bounce rate for ecommerce in 2020 is 44%.
So it is safe to say, that a good bounce rate for ecommerce is below 45%.
Factors Affecting Bounce Rate for Ecommerce Stores
You can improve the bounce rate at your ecommerce store. by considering the following factors and making adjustments at your website accordingly.
1. Search Intent
People who visit your website without prior knowledge of it have probably arrived through search engines, by typing a certain keyword and finding your website in the search results.
While it is very good to rank for relevant keywords to your industry, search intent is going to play a major role here in whether your visitors will stick around or bounce.
Search intent simply means “why are people searching for this keyword?”. Are they looking for information? Are they looking to buy something?
According to Ahrefs, there are 4 types of search intent:
- Commercial Investigation
You might rank high for a specific keyword for a product that you sell but the visitor who clicked to your website had an informational or commercial investigation search intent. They might be potential buyers, but they are still comparing alternatives or trying to find out more about the product… or simply visiting different ecommerce stores to see the prices first and note them down.
In this case they will probably land on your product page, which is purely transactional, and bounce back, either because they got what they wanted (finding the price) or they didn’t (They wanted more product information).
2. Navigation & Internal Search
Navigation & internal search play very important roles in online merchandising and failing to set them right will lead to bad customer experience and high bounce rates.
This is even more true for ecommerce stores that sell large numbers of products under many product categories.
Your website could actually have the products that your visitors are looking for, but if they arrive and don’t find where to go from the landing page or where to click, they will probably leave right away.
When we talk about navigation we don’t only mean for product or category pages. Even the informational pages, such as “Shipping & Delivery“, “FAQ“, “Return Policy“,..etc. All this should be easy to find in one or two clicks from any page on your ecommerce website.
3. User Experience
The design, colors, fonts, and even the amount of white space on your pages play an important role in giving a good user experience to your visitors. When people arrive at such pages they tend to stick around and want to know more about your store and your products.
On the other hand, the excessive use of Pop-Ups, ads and spammy content in general pushes people away. Just think about how many times you visited a website that actually had the information you were looking for, but due to pop-ups and slow loading ads you just left for a better experience elsewhere.
This is especially important for ecommerce website, where you are trying to build trust with your visitors, so they end up buying from you. If your website design looks cheap and spammy, you will be having a very hard time establishing such trust.
4. Product Suggestions
Suggesting relevant products right on the product page will not only increase your sales over time by up-selling or cross selling, but can also reduce bounce rate by suggesting other products to the customer who might have landed on a page for a product that doesn’t suit them.
It could be that the visitor landed on the right product type they were searching for, but they didn’t like the offered brand. So suggesting other brands or “most popular brands in this category” will increase the possibility of them checking them out, and not leave directly from the landing page.
Not everyone emphasizes the importance of copywriting for ecommerce and this is wrong.
We know that the page is transactional in nature and doesn’t require an entire article to describe the product, but actually if you look at the biggest ecommerce players in the industry you will find that this is the case.
Just browse to any product page on Amazon and see how much information is packed on the product page.
- Product features & benefits
- Product technical specifications
- Comparison table with other products
- Customer reviews
- Videos from manufacturer and customers
- Complimentary products that go along
In the absence of human to human interaction in ecommerce, it is important to provide as much information as possible to the customers to convince them to buy.
This is done through a carefully crafted product copy.
6. Targeted Advertising
Online ads are a main source of traffic for ecommerce stores and can determine whether the bounce rate can increase or be reduced.
The more targeted you go on your online ads, whether by using re-targeting campaigns or by bidding on highly specific, high buyer intent keywords, the lower people will bounce after visiting your website from an ad.
Another factor that plays a major role here will be the landing page they will be sent to.
If people land from an ad to a specific landing page that is tied to that ad and takes them through the next steps in the journey, they will be more likely to click further.
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