The bounce rate for e-commerce can be a known issue for many. When visitors arrive at your website, stay for a few seconds, and then leave it adds to the bounce rate. It occurs when visitors leave without checking another page or taking any action. The average Bounce Rate for the eCommerce business is 45.68%. Usually, the bounce rate of e-commerce websites is between 20% and 45% only. This is normal and considered “not bad.” The best result in the industry will be a bounce rate of 36%. Sometimes less.
Now it’s getting a bit complicated. A high bounce rate for e-commerce means something is wrong. It is important to remember here that there is no such thing as a good bounce rate. For websites, whether e-commerce or not, there will be a certain bounce rate. What is worrying is when it begins to affect business productivity. A high bounce rate reduces the chances of conversion rate. It also depends on various other factors. For example, if your user base is large, your bounce rate will also be higher. This is a fact, it is inevitable.
In some cases, geographic location may also be a factor. In some regions, the rejection rate for specific industries or products will be higher. And its competitors in the area will suffer the same blow.
If your eCommerce site has a high bounce rate, read our recommendations here.
What bounce rate is?
The bounce rate is the percentage of visitors who visit and leave without taking any action on the site. The bounce rate reflects the effectiveness of that particular page. The bounce rate is an important metric to track to retain visitors.
Some e-commerce sites bounce rate can go above 50%. That is half of the visitors who arrive and leave the site without interacting with the page. If the bounce rate of e-commerce sites exceeds 66%. It is worth investigating why the bounce rate is so high.
Emails or other marketing campaigns must deliver what they promise to keep the bounce rate in check.
What if the potential customers see different deals than what they clicked on? It is not a good experience for visitors.
Check if bounce rate changes when you make adjustments to resolve these issues. Thus, instead of creating new pages focus on reducing the bounce rate of the existing pages.
Answer questions like…
Is the site visually appealing or challenging to navigate?
Bounce Rate and Exit Rate
Both of these are useful to represent site engagement. To calculate these two, all pageviews to the given page are taken into consideration.
Exit Rate is the percentage of pageviews that were the last in the session.
Bounce Rate for a page is based only on sessions that start with that page. All bounces are exits, but not all exits are bounces.
Read more here about the difference between the Bounce Rate and the Exit rate.
How to calculate the bounce rate?
The average bounce rate is the total number of pageviews on a page to the total number of entries in a given period.
Use can use the HumCommerce tool to find out the bounce rate for all pages of your eCommerce website.
A high bounce rate means that you cannot convince the user to stay and take desired actions. A page needs more than 2-3 CTAs on-page. These actions on call-to-action are useful for conversions. (i.e., buying your product, signing up, booking appointment).
Interpretation of bounce rate metric
Many don’t know how to interpret the bounce rate correctly. And this the bounce rate can be very confusing. Higher bounce rates are not always bad, and sometimes even very low bounce rates can be bad. A high bounce rate is common for blogs. Because people read blog posts they are interested in and leave the site. If your site has a low bounce rate, say 10%, it must be attributed to technical issues.
How to reduce bounce rate
Regardless of the bounce rate of an e-commerce site, the goal should always be to reduce it. Reducing the bounce rate is the same as giving shoppers what they want. This is the basic principle of any channel retail.
If customers find what they need on an e-commerce site, they will stay on the site and continue shopping.
Reducing bounce rates will lead to increased engagement. It can generate more conversions from accessible traffic on your e-commerce site.
Here are some tips to reduce the bounce rate on an e-commerce website:
1. Have a responsive web design
Visitors can visit your website on smartphones, laptops, and tablets. Some people use all three devices at different times and stages of the funnel. Responsive web designs always provide the ideal viewing experience on different devices. Make sure the size of the design changes so that the text and images are not damaged. Use HumCommerce to analyze see traffic from different devices. You will find traffic from desktop, tablets and mobile devices for all pages.
Make sure your design is responsive and accessible from all types of browsers & devices.
2. Website design and usability
Improve the design and usability of your website to make it more attractive to visitors. Usability involves tasks such as improving graphic quality, color contrasts, and font sizes. These activities make the text easier to read and enhance action phrases on the page. Your eCommerce platform needs to have a design that is easy to navigate. It helps visitors find what they came looking for. Also, the navigation structure can include an extensive search bar. Especially if your website offers many products or services. Menus and compressed images are a must to fit the device and screen size.
You can use the meta viewport setting to optimize pages for a variety of devices.
3. Speed up your website
Visitors can decide to visit a website in the first few seconds. You wouldn’t want to delay loading valuable content on your site. Websites cannot expect visitors to stay on a blank page for long. An essential and useful solution that can help reduce the bounce rate is page load time. Studies have shown that users are more likely to navigate from a page if it takes more than 3-4 seconds to load. Several testing tools can diagnose page loading and help you resolve this issue. With a tool like Google Page Speed and others and you can get valuable insights on your pages. One of the easiest and fastest ways to keep your website running fast is to use a CDN.
If the bounce rate is high and you usually see people spending less than a few seconds on your site, its a problem. Your page may be blank, causing a 404 error or failing to load immediately. Try viewing your website in the most popular browser and device settings. See if there is any problem with a particular device or browser.
To speed up your website, you can
• Switch to a faster hosting provider
• Optimize your images
• Use a content delivery network
• Maintain a caching mechanism.
4. Better Content strategy
Are you planning to increase your eCommerce website’s engagement rate? Look into the content on your website.
Content is the most impressive thing is to identify and highlight the content you need.
Design your website so that the most compelling content is on display in the upper half of the page. If a large part of your traffic comes from repeat customers, a good approach is to reduce bounce rates. Keep your content up-to-date and ensure regular updates.
Frequent visitors are more likely to interact with new timely content. If your content is challenging to comprehend, you can expect a high bounce rate.
Develop content that is engaging starting from the beginning itself. It allows readers to bookmark your page and choose to return later to read the content or interact.
5. Have Relevant CTAs
With a call to action (CTA), your visitors can perform various tasks for the site. A CTA comes in various forms: links, banners, videos, etc.
You can expect a high bounce rate if your CTAs are not consistent with the subsequent page on the website. For example; You have a CTA saying “Get Free Ecommerce Books Now”, but visitors land on your homepage. Such Call-to-action buttons will add up to the website bounce rate. Make sure your it is relevant to your landing page. Discount coupons are usually very compelling on e-commerce platforms. But this does not mean that all CTAs should strive to achieve sales. Internal links can attract visitors to other pages on your site. Product links in the content help users find the solution while reading the content. This will help increase the click-through rate and reduce the bounce rate on the website.
6. Ecommerce website security
E-commerce sites need to collect personal and confidential information from customers. Such information includes bank and credit card details. When customers do not find your website safe and secure, they often bounce off.
Reliable stamps, padlock & seals are must for the eCommerce website. It may include SSL certifications, Padlock and Website Security, etc.
Such seals reduce safety concerns for new users. Also, having them allows your customers to complete purchases without any hassle.
7. Optimize the search bar
One common reason e-commerce platforms have a high bounce rate is complex navigation. Shoppers cannot find what they want. To fix this, you need to make the search bar visible. The ideal search box should be 27 characters wide. Yet, the average length of the search bar is only 18 characters. Although you can write long queries in the short box, the problem is that you can only see part of the query at a time. This makes it difficult to edit or change the query. As someone starts typing in the search box, the search box should expand. Another way to optimize the search bar is to make it as durable or sticky. Make it static at the top of the page so that visitors who scroll down will see it.
A high bounce rate is a known issue for many. Different industries will have different average bounce rates. Usually, the bounce rate of e-commerce and retail websites is between 20% and 45%, which is normal.
If the bounce rate of e-commerce sites exceeds 50 -60%, it is worth investigating the reasons. If customers find what they want to see on-site, they will stay and continue. We saw what efforts one can take to reduce the bounce rate over time will increase the conversion rate.
If you wish to track how your specific pages are performing, use the HumCommerce CRO tool. You will get all the important insights for your eCommerce site.
Tell us how do you use the bounce rate of a website to increase the conversion rate. If you write to us with suggestions of topics, we will be happy to add content in our upcoming articles.