In a world of digitalization, the attention of ordinary users are paid to highly optimized online resources. Customers desire to find something ideal which suits individual inquiries and doesn't have any disadvantages. In this case, even the highly optimized website may become a failure because its visitors leave it after making the first click.
The term bounce rate for eCommerce defines the percentage of users who find your website useless and, consequently, do 't go to another page of your website. Google analytics takes it into account while calculating the bounce rate indicator, as well as the following parameters:
- “Back-button” clicks, which made users leave a single page;
- The exit of the browser after viewing a page of your website;
- Clicks, linked to another website after viewing a page of your resource.
The algorithms of search engines consider the indicator and, if it is higher than average, your resource may fall under specific restrictions and lose its relevance. The bounce rate for eCommerce of 55-70% is considered high, 40-50% – average, and the optimal variant is 25-40%. As you see, even the short-time rise of the indicator may cause catastrophic conditions for the website.
Certainly, many reasons force customers to choose another resource for viewing. You can’t predict all of them; therefore, the best way is to provide proper eCommerce bounce rate optimization. It will help learn the user’s behavior, find the most significant flaws in the resource, and instantly get rid of them.
What Has Changed?
Pledry has become a partner of a free online conference, “CRO&UX_Party”, where the essential aspects of internet marketing were discussed. The event’s goal was to raise awareness of Internet marketers, who have their own business or help others to improve it. The international speakers explained the following aspects – hypothesis of product validation, ways of eCommerce conversion and bounce rate optimization, importance of usability testing, etc.
Plerdy team detailed analysis of the previous years’ essential commercial aspects of online marketing. Experts put forward several conclusions about deviations of the objective parameters of 2019 compared to 2018:
- Growth of eCommerce bounce rate %;
- Reduced conversion rate;
- Reduce of the amount of viewed pages;
- Growth of mobile traffic;
- Absence of desktop traffic increase;
- Reduce the time spent on the websites.
One of the exponential graphics showed an impetuous growth of the mobile traffic up to 25-30%, compared to desktop and tablet ones. Users spend less time on the original PC versions of the websites. It was revealed that several industries (social media, gambling, entertainment, etc.) got increased mobile traffic due to the previous years. Therefore, it is essential to understand which device type gives more targeted traffic. Other aspects, which also has its objective influence on the eCommerce bounce rate, are the following:
- Decrease of the category products;
- Absence of the filters and product’s sorting;
- Bad-quality of good’s photos and description;
- Poor page optimization, which doesn’t pass the targeted traffic;
- Absence of “call to action” on the first screen of the page.
As you see, many aspects define the deviations of eCommerce bounce rate and don’t fall under the marketer’s attention.
Average Ecommerce Bounce Rate
For sure, the average indicator of eCommerce bounce rate is strictly dependent on the resource’s type, it’s specific services, individual customer’s requirements, etc. However, the most efficient way to optimize the parameter is to analyze some important factors.
Average Ecommerce Bounce Rate By Website Type
Somebody doubts that the website content, UX/UI elements, web design are most important. In most cases, other factors are considered – the resource’s purpose plays a decisive role.
- Even if the post on the blog page was written following all SEO rules, people may find the necessary information and leave the website after learning. Despite visitors leaving comments, they will come back to the previous page (social media) after writing them. Therefore, try to attract people with other elements of your website.
- In the case of contact-oriented pages, when people find a way to contact you (e-mail, phone number, address), they will immediately leave the page with a click. Even if they find your services or products useful, these actions increase the eCommerce bounce rate.
Blogs, content-oriented pages, dictionaries, landing pages, portals have a high eCommerce bounce rate up to 60-70%. The reason is a human factor and visitor’s psychology, which should be considered.
Average Ecommerce Bounce Rate By Industry
The provided services and the industry to which your website belongs have a specific influence on eCommerce bounce rate violations. The statistics represented a high bounce rate (up to 65%) of the following industries:
- Food and drink;
- People and society.
Ecommerce bounce rate of less than 45-50% was shown by the real estate resources and the websites, which belong to the game industry. In this case, the human factor also plays an important role. For instance, when restaurant websites mainly include contact information, the real estate one consists of multiple pages with different services.
Average Ecommerce Bounce Rate By Channel
Google analytics has described a list of channels, which define the origin of a website’s traffic and its bounce rate:
- Display – 56%;
- Social – 54%;
- Direct – 49%;
- Paid search – 44%;
- Organic search – 43%;
- Referral – 37%;
- E-mail – 35%.
Taking the statistics into account may help analyze your page’s channels and optimize their eCommerce bounce rate.
Average Ecommerce Bounce Rate By Device
All the websites, regardless of services and channels, fall under the usual rule – mobile devices increase the bounce rate of the resources. It might have severe consequences to your website if there was no mobile optimization. Therefore, it should be done to reduce the bounce rate.
7 Ways To Reduce Ecommerce Bounce Rate
Of course, after learning all the significant factors, the main question is how to reduce the parameter. Some specific rules based on the long-term experience of the Plerdy team should be considered.
Introduce Optimized Website-Search Function
It is one of the simple must-have aspects which seriously influences eCommerce bounce rate. You can make the “search-box” bar more visible, have optimal length, and set up plugins for easy search functions.
Optimize Page-Loading Speed
The website, which has a low loading speed, has one of the highest bounce indicators. Some investigations showed that the websites with long term page loading have a 75% higher eCommerce bounce rate than the speed-optimized websites. Use standard rules to optimize loading speed and decrease the significant bounce parameter.
Split Test The Timing Of Your Modal Box
The modal customer interaction functions should be necessarily optimized. If the contact or feedback windows appear too fast after the customer’s first click on the page, the chance of his leaving is increased. Count the optimal time of the modal box and set it to your resource.
Display The Loyalty Offers
Try to make customers interested in your services from the first seconds on the resource. Show the best offers, discounts, and the best deals to activate the conviction principle. Make them time-limited to increase the customer’s interest and reduce the chance of the potential bounce.
Get rid of placing a lot of offers on the first pages – it confuses people and reduces their interest in doing other website surfing. Simplify the web design and reduce the distractive factors (A/B testing can be used in this case). As a result, the eCommerce bounce rate will be optimized and decreased.
Improve Content’s Readability
Write content considering specific SEO rules and legibility aspects. Make the headlines big and bold, use subheadings and bulleted lists to make an optimal structure. Remember that even your content is well-written and most customers find it interesting, lousy formatting may leave a bad impression.
Introduce A Live-Chat Function
A 24-hour support function always makes the user experience positive and helps to solve most clients’ requests in a few minutes. Some clients may be stuck at places, which the developers didn’t notice. Therefore, a live-chat introduction may help not only to reduce eCommerce bounce rate but to get rid of programming code flaws.
To Sum Up
As we see, many aspects influence eCommerce bounce rate and may become a decisive factor in your website’s investigation. Most customers don’t think about such a parameter and pay less attention to the less optimized resources. Please find out your bounce rate indicator and implement specific ways of its reduction to place your product on top of digital marketing.