Bounce rate and its impact on online store promotion

The creation of an online store, its optimization and further promotion are natural stages in the development of an Internet resource. Hundreds of factors influence the effectiveness of the promotion and success of the developed online store, and each of them can both help you achieve success and reduce the effectiveness of the work done. In order not to lose ground, it is necessary to constantly monitor all changes and especially closely monitor the metrics.

There are a huge number of different metrics and all of them are more or less important for promotion. The indicators of some of them can be predetermined even at the stage of development of an online store, some can be measured only after the online store is developed. One way or another, each of them can significantly affect the results of your site, and therefore their tracking is a prerequisite for success on the Internet.

Recently, more and more often on the web you can find discussions of the bounce rate. According to some marketers, this indicator will soon become one of the ranking factors and will directly affect the effectiveness of promotion. Other marketing specialists are confident that the bounce rate will never be able to become one of the ranking factors, due to its inaccuracy and a huge percentage of error. But what does Google say? Is it worth waiting for the bounce rate as one of the ranking factors in the near future, and if so, how strong will its impact on the promotion of the online store be? What is the bounce rate of an online store in general, what is it based on and what does it depend on? And finally, how to fix the situation if the bounce rate is high and why is this happening? You can find out the answers to these and many other questions in that article, let's get started!

The foundation of successful promotion: Is it possible to determine the failure rate of an online store at the stage of its development

Bounce rate is the number of rejections from users who have left your online store's page without making a transition to another page or a target action. This indicator is calculated by the ratio between the total number of users who have visited your site and the number of potential customers who have not visited more than 1 page of your Internet resource. These sessions, where a user visited a page on your site and immediately exited - and are called a rejection.

The bounce rate depends on a variety of external and internal factors. The client may simply be in a bad mood, or at the moment when he visited your site, he was distracted, and he was forced to postpone the search for the necessary product for later.
Despite this, his session will already be included in the calculation of the bounce rate, and therefore it is important that you understand whether the site itself is not to blame for the fact that the user immediately left the Internet resource.

According to statistics, the most popular reasons for the user's refusal are the lack of relevance of the goods offered by the seller and the poor quality of the Internet resource.

In the first case, the reason for the inexpediency of the offer may be that negative words were used to promote the online store. Negative words are keywords that can be called related on their merits. The fact is that such keywords can simultaneously relate to several different niches of goods, and therefore the user, while searching for one product, encounters another. This may be the case if you promote your own brand of hair dye, and use the word paint as the highest frequency key. The user, being in search of paint for walls, stumbles upon your site and realizing that it is not about that paint at all, leaves it, thereby becoming one of the visitors that make up the bounce rate.

The second reason for refusal, on the part of a potential client, is often the poor quality of the Internet resource and the user's unwillingness to put up with it.

After the pandemic rapidly broke into the lives of consumers, the Internet was flooded with a variety of shops and businesses offering their services or goods through websites. This situation caused a rapid increase in competition in all possible niches of online commerce, which is why even the mastodons of individual niches began to have progressive competitors.

Against this background, a huge selection of companies with which they can cooperate has opened up to users, and therefore the criteria of buyers for online stores have noticeably tightened. For example, if earlier the buyer just wanted to find the product he needed, now the page loading speed is important for the buyer, it is important how the product is designed, how convenient it is to order the product – and other aspects of the user experience. Because of this, marketers of even the most popular sites began to search hard for gaps in the user experience provided, since the rate of increase in the bounce rate surprised everyone, including them. But is it possible to predict the failure rate even at the development stage?

In fact, the bounce rate is an indicator that cannot be accurately predicted, but you can avoid increasing it by delving into the process of creating a turnkey online store. The development of an online store is a long and multi-stage process that requires full commitment from developers. Despite this, the professionalism of different companies and web developers may differ markedly from each other, because it is for this reason that there is competition. There is only one problem in this case, if you turned to a novice studio and are not sure of the competence of its team – there is a high risk that in the future, in order to reduce the bounce rate and increase the effectiveness of promotion, you will have to postpone the launch of the store and fork out for specialists who can help you solve errors and problems.

In order to understand whether there are errors on the website of your online store, due to which the bounce rate may grow, and the attendance rate may gradually fall, it is necessary to conduct an audit of the site. With the help of a deep site audit, a specialist will not only be able to tell you where there are problems in your Internet resource and how to influence the effectiveness of promotion, but will also be able to point out obvious user experience problems where they are present.

If you do not want to waste time and money on correcting errors, but want to immediately get a high-quality turnkey online store– the most correct solution would be to contact the leaders in the industry of creating online stores. As a rule, such companies not only boast an impressive portfolio, but also cooperate with large organizations and companies, thereby confirming their competence. If you have already decided that you do not want to do it quickly, cheaply and badly – contact the specialists of the Gloss web studio.

Gloss web studio has been developing online stores and corporate websites for the largest companies in Ukraine for 13 years. The web studio has more than 1,500 sites on its account, you can get acquainted with each of them by visiting the Gloss portfolio. In addition to websites, our company also optimizes and promotes online stores and corporate websites in a variety of areas. Specialists of the Gloss web studio created websites for medical institutions, branches and companies associated with the niche of public catering, as well as developed websites for government agencies.

We provide a full range of services, from the development of the plan and structure of the online store to its promotion. By contacting us, you will be able to get an expert opinion and a high-quality resource - in the shortest possible time. To make sure of our competence, you can visit the portfolio of the Gloss website creation studio, as well as read reviews about cooperation with us. If you have already decided that you want to order the creation of an online store from our web studio - all you need is to apply for development. To do this, you can use our contacts or the phone number listed on the website. If you have any questions about the stages of development of an online store or you are interested in details on certain issues– you can always ask our specialists for help. To do this, you just need to use the online chat hosted on all the pages of the Gloss web studio.

Bounce Rate and Google Analytics

As we said earlier, the bounce rate is one of the frequent topics for discussion among marketers and specialists in the field of promotion. The thing is that at the moment this indicator is not one of the ranking factors. The reason for this is the fact that it is very difficult to track whether it is true that the user left the site page, or whether he simply pinned it in his browser.

From the point of view of Google analytics, any session that did not lead the user to the next page will automatically be considered a failure and will be equal to 0 seconds. Thus, even if your online store has pleased the user, but he is not ready to place an order yet – and has fixed the page of your site in his browser, then from the point of view of the search engine this will be tantamount to refusal.

Experts in the field of promotion and marketing are constantly arguing about whether Google will be able to make the bounce rate one of the metrics for ranking? After all, at the moment refusals do not affect the ranking. In fact, this question is much more complicated than it seems at first glance, and in order to understand what the reason is, it is necessary to recall some varieties of Internet resources. For example, for a landing page, the bounce rate will always be the maximum, since the site itself represents a single page. The same applies to large blogs or news portals, where users get the information they need by searching for a specific news in a search engine, and after getting acquainted with interesting information, they leave the Internet news resource. Thus, it can be concluded that at the moment the bounce rate is not able to worsen the position of your site, or is it able to?

At the moment, it is known for sure that the bounce rate does not take part and does not affect the ranking, but no one can say for sure whether this indicator affects the evaluation of your site from the point of view of the search engine. Google does not apply to all aspects that can affect the evaluation of an Internet resource, and therefore you will be able to find out that the bounce rate can somehow affect the effectiveness of promoting your site only after the announcement of this information by Google itself.

What are the reasons for the increase in the bounce rate

We have already mentioned two reasons why users can leave your online store's website without doing a single action. In addition to the reasons already mentioned, there are several more most frequent ones, and all of them are mainly related to the user experience. For example, users most often leave the site without making a single transition due to:

1. Automatically played audio and video materials

Most often, users refuse to work with a resource when the resource tends to invade their comfort zone. So, for example, the music that plays immediately after the user goes to the site causes him to immediately close this resource, since he cannot be sure that he will play on the site the next moment. Nowadays, this method of attraction has long been behind us, since all experts in the field of user experience agreed that such a technique does not attract, but on the contrary, rejects potential buyers.

2. Animated and pop-up ads

Often on spammed sites you can find ads that try to limit the user's capabilities. So, for example, it happens when you read information, and at some point a pop-up banner appears on half the screen with an offer to subscribe to the newsletter. This fact already irritates a potential client, and if we take into account the fact that some such banners cannot be closed simply by clicking on the "cross" - it becomes clear why there is such a high bounce rate on sites using such banners.

3. Lack of information on the page they visited

By visiting a specific page, the user is looking for either information or a product that interests him. If the page title says that the user will find all the necessary information on it, but at the same time there is no necessary product in the article or catalog of goods, this forces the user to close the site and go in search of the necessary material further, to the competitors of your site.

4. Fine print

The fine print makes the user uncomfortable, and given the rapid growth of competition these days, customer discomfort is a sure way to motivate him to appeal to your competitors. In order to avoid such a situation, before launching an online store, make sure that all fonts and all text on the pages are fully readable, and familiarization with it is not accompanied by any inconveniences.

Among the reasons that lead to the client's refusal to further familiarize himself with your site, we can safely include:

• Download speed
• Lack of a mobile version
• Outdated design

All of these reasons mainly relate to the user experience and usability of the site. But what if your site is already developed, but the bounce rate is constantly growing? Which specialist to contact in order to correct the situation.

Site audit and UX/UI design

Site audit is a process during which a specialist can check your Internet resource for technical errors. Such an audit can help you to optimize the site pages, thereby speeding up their loading. In addition, auditing also borders on UX/UI design, since it can be used to detect both problems in the user experience and problems in the user interface. UX/UI are those aspects of your Internet resource that have the greatest impact on your customer's loyalty to your resource and his desire to place an order with you. If the indicators and quality of UX/UI are low– you will not be able to achieve the desired turnover, as well as to compete with your opponents in the niche. If you want to succeed and sell more of your services and products, contact a specialist in the field of UX/UI design and conduct a deep audit of the site. After correcting the errors, the situation with the bounce rate and incoming traffic should stabilize.

If you are just planning to order the creation of an online store and do not want to waste time on audits and corrections to UX/UI design in the future, contact the specialists of the Gloss website creation studio. Our team includes specialists in all niches, one way or another related to the development of online resources. Our developers will create a competent structure for your online store, while designers will design it in accordance with the latest trends in the field of web design. Gloss web studio also has experienced UX / UI designers, so that using your Internet resource, customers will receive an exceptionally valuable user experience. This guarantees not only the absence of an increase in the bounce rate, but can also contribute to the further development of your Internet resource and its movement to the top of the search results.

In order to order the creation of an online store from the specialists of the Glyanec web studio, you just need to contact our manager by phone number published on the main page of the site. If you are interested in any questions about the development process or the services provided by Glyanec, you can clarify all the aspects you are interested in using an online chat. It is located on all pages of the Glyanec website.

Cooperating with the leaders in the development of Internet resources, you are guaranteed to get a website of the highest quality. In addition, by starting your business on the Internet with the creation of a website, with the help of leading experts in this industry in Ukraine, you thereby guarantee your customers a valuable user experience, a user-friendly interface and the intuitiveness of the site.

Order the creation of an online store from the specialists of the Glyanec web studio, start your business and its promotion to the top of the chosen niche - tomorrow!