Good Bounce Rate Hacks & Proven Tricks
Almost all publishers want their sites to have a good bounce rate — good meaning low! However, most site owners recognize that bounce rates are relative to the type of content on the pages that visitors are landing on. This means that bounce rates vary from page to page and site to site.
Unfortunately, there does seem to be a myth out there that a page’s bounce rate is something that cannot be dramatically affected by simple changes. I’m here to tell you… nothing could be further from the truth.
Few things could have a more dramatic effect on your site’s traffic, SEO, and revenue than it’s bounce rate, so why not do everything you can to improve it? Below, I’ll share some experts hacks and proven tips for reducing the bounce rate on your site and it’s individual pages. Many of which, are rarely discussed or shared…
How bounce rate affects traffic, SEO, and ad revenue
We’ve talked a little bit about the dramatic effect that user experience (UX) metrics have on ad revenue before. However, we have not shared a ton of information about how it impacts both traffic and SEO.
A page’s bounce rate is a ranking signal from Google. More specifically, Google is looking to see how users navigate from search results to your pages — and then ultimately — if they return to the search results to find another page that matches their query. Google is wanting to see if visitors are finding your content satisfying for their searches.
Above you can see a site that implemented some of the hacks we’ve shared below to decrease the bounce rate on their non-referential page.
You can see that there is a quick and direct correlation between that pages bounce rate improvements and the amount of organic traffic that page gets from search.
Core user experience metrics are paramount to success in the world of search engine optimization. It is a marker of page quality that is almost impossible to fraudulently affect. That’s why Google likes it so much.
“What about revenue again…???”
Just as a quick refresher on how it affects revenue, UX metrics powerfully influence ad earnings; as they directly influence ad impressions and user time on site. Sites that improve session duration, bounce rate, and pageviews per visit see improvements in ad revenue that are greater — on average — than those gained by changing or optimizing the ad demand itself.
Hacks for decreasing bounce rates
One of the things we probably harp on the most is the importance of ad testing and ad combination optimization. It is stunning how impactful changes in display ads can affect things like bounce rate.
As you can see from the graph above, in a recent study we did, we were able to see just how ad density affected some pages over others. This is just one thing worth testing.
The truth is, most publishing do some level of testing on ad location and type, but A/B testing will always be inferior to multivariate ad testing. You can read more about how to do multivariate ad testing by clicking that link (or just know that Ezoic can do this for you automatically).
Bottom line, your ads play one of the biggest roles overall on bounce rate— and getting those tuned properly— could potentially increase revenue and organic traffic. See the graph above, this site actually did some recent multivariate testing and saw increases in both revenue and organic traffic on their static site.
“My ads are fine, but I still want to drive down bounce rate”
Sounds good. Another really common way to reduce bounce rate is to do a page by page audit of your most important pages to determine which ones could benefit you the most from a bounce rate reduction standpoint.
You can do this easily with any kind of keyword tool that looks at your site directly (Ezoic users can have you account managers do this for you). Simply go into a tool like SEMRush and look at all of your high volume keywords. In this case, I’m looking at Shape.com.
Then, go into each of these URL’s and make sure you’re following this formula — that we’ve talked about before — for creating more engaging content that is scientifically proven to create less bounce.