Website bounce rate and e-commerce

Learn more about the bounce rate and how we can minimize it.

There is no doubt that the bounce rate is one of the most important e-commerce indicators. If you do not track your bounce rate, you will most likely not be successful with your e-commerce. A high bounce rate could therefore cost you a lot of money. A high bounce rate means that potential customers will exit your conversion funnel with their cash in their pockets. Your "bounce rate", and reducing this rate will have a positive effect on your bottom line.

Before you begin to analyze and break down your online store to reduce the bounce, it is important to take a step back and realize a few things: 

 

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 Absprungrate (Bounce Rate)

What is the bounce rate?

The problem with this definition is that it is incomplete and leads to frequent confusion, since a "jump" basically means something bad. The confusion is understandable.  

In analytics, a bounce is specifically calculated as a session that only triggers a single request, e.g. when a visitor lands on your product page and is then terminated without further actions/interactions during that session. An interaction means every hit that is sent to Google Analytics (or your analytics server of choice): Of course, it could be a page view (and the user has gone to another site), but it could also be a transaction, a social contribution, an event or a custom hit for the virtual page view. 

This means that when your user lands on the site and you send an event, there is no jump, even though it could be a one-way visit.

Every website (especially e-commerce shops) has customers who drop out. Even the most successful global brands are experiencing change. It doesn't matter where your visitors come from - whether from social media, search engines, or referrals - you will never be able to completely avoid jumps. It doesn't matter how many visitors you have. Both high and low traffic sites have double-digit bounce rates.

It is impossible to reduce your e-commerce bounce rate to zero but we can minimize it.

You always have a stream of new customers who are not quite ready to make a purchase. In fact, very few customers do not complete a purchase on their first visit. Can you include these users in your analyses? Of course not, because e-commerce customers drop out for a variety of reasons. Try to put yourself in the customer's shoes. Reasons for a high bounce rate could be

  • Slow loading times on the product pages

  • Poor website design and user interface / usability issues

  • Poor navigation, especially on mobile phones

  • Item is not in stock

  • Not enough information to make an informed decision.

  • No shipping information available

  • Not enough trust signals (security concerns)

  • Poor product photos/description

  • The offer/value promise on the product page does not match the ad they clicked on.

  • Window shopping (compare prices, browse from boredom)

  • The customer was distracted and then dropped out

With just one small optimization step you can minimize your bounce rate for your e-commerce. You should analyze your website and ask yourself the following questions:

Is the visitor right with you?

Is the visitor right with you?

When a potential customer lands on your website, they want an answer to the question "Am I in the right place?

Ensure that your ad copy, USPs, discounts, images and all brand elements are consistent between ads and landing pages.

Is your side fast?

Is your side fast?

The bounce rate of a page that takes five seconds to load is 90% higher than one that takes one second to load.

Their charging time should not exceed three seconds.

Is your site easy to use?

Is your site easy to use?

Are the steps for ordering or searching for something new, if the current product does not fit exactly, absolutely clear?

Add a colorful, eye-catching call to action for those customers who have found something they like. But also make sure there are other options - related products, items on offer, new products, etc. - for those who have not.

Do look and feel match?

Do look and feel match?

Intuitively we always close windows on the computer screen with the "X" in the upper right corner. And this is also the standard for the look and feel of your website. Your visitor must find what he is looking for. Simple and fast. The look and feel of your website is one of the most efficient adjustment screws you can use to minimize your bounce rate.

This includes an attractive design, eye-catching colours, sufficient white space, a legible font and size, intuitive menu navigation, etc.

Is your website responsive?

Is your website responsive?

The responsiveness is very important. A look at the statistics will certainly show you that. Some of your visitors will come to your website via mobile devices.

For these visitors a responsive website is very important. It is best to choose an appealing design from the beginning or help with plugins.

Bounce rate and SEO

There have been many discussions about whether the bounce rate is an SEO ranking factor. It is rather unlikely that Google will take the data from Google Analytics as a ranking factor, because if Google Analytics is not implemented correctly, the data is not reliable. Furthermore, the bounce rate can be easily manipulated.

Google probably does not use the data from Google Analytics in its search algorithm. But of course you have to make sure that users coming to your website from a search engine do not return to the search results, because this kind of jumping off is probably a ranking factor. However, it can be measured in a different way than the bounce rate we see in Google Analytics.

From a holistic SEO perspective, you need to optimize every aspect of your website. So a close look at your bounce rate can help you to optimize your website even further, which contributes to your SEO.

Conclusion

The bounce rate is a widely used but misunderstood metric. How it is tracked depends on your analytical equipment, and how you use it to determine the success of marketing and UX (user experience) measures also depends on your goals.

Simply put, the bounce rate tends to be a micrometer, or something you consider a measure of success. It should never be the primary goal, but you should always question the completeness of your bounce rate numbers in your analysis tool.

With the package Webshop you get a webshop that keeps your bounce rate small.

We would also be happy to advise you personally.

Your website and e-commerce with the Odoo Paket Webshop

With the Website Builder integrated in the Open Source ERP Odoo you get an Open Source Website with many different Odoo Themes which are mostly based on Bootstrap. Bootstrap is the most popular HTML, CSS and JS framework for the development of responsive, mobile first projects on the web.

Your website and e-commerce with the Odoo Paket Webshop
Odoo Themes die größtenteils auf Bootstrap basieren.

The Odoo website editing is based on the building block principle. You can design pure company websites with the Content Management System (Open Source CMS), but you can also use a complete e-commerce integration. Here the Odoo Website Builder offers a wide range of possibilities for you. 

Using drag and drop, you can drag different blocks as placeholders onto your website, replace the texts and swap the images. 

With Odoo Websites you reduce your bounce rate. Learn more about the Odoo Website Builder.