Bounce Rates Have Increased Dramatically. How Can You Fix It?
Why Have bounce rates increased?
The cause of these high bounce rates is the huge increase in people visiting on mobile. Mobile bounce rates are between 150-200% in comparison to the bounce rates of desktop sites. Retailers have been seeing mobile viewers as high as 70-80%.
It seems that the cause for these high bounce rates on mobile are due to slow download speeds which also causes bounce rate to be under-reported. This is because visitors will leave the page before analytics has a chance to catch it.
So, in order to combat this issue, there has been a tremendous amount of focus on increasing the speed of mobile sites. This has led to quite a few interesting tactics, such as Accelerated Mobile Pages (AMP) Project and the move towards Progressive Web Apps.
Despite the efforts put into increasing site speed, bounce rates are still on the rise, and at a pace that cannot be blamed on just site speed.
The main cause for the high bounce rates, despite faster page speeds, are the product details pages. More specifically when visitors land on these pages first.
This problem exists across all marketing channels where the visitors are being taken directly to a product details page, including emails and affiliates. This seems to have a more dramatic effect with paid search and Google Shopping.
So Why Is This Happening?
Without the help of any marketing, a user will navigate to a product details page through the home page. Then they will g to a product listings page. This gives the user a chance to understand the brand and its products, and the overall assortment and pricing of products, before even considering an specific product.
If a user finds a product though Google Search or Google Shopping, they typically enter a generic search term and are then show a list of specific products by a range of retailers. If the users follows the link, they will be taken straight to the Product details page of the site.
What will happen next is the user will land on the page, and if it is not exactly what they want, and it is not immediately clear how to do anything else, they will instantly go back to the Search page and try another product page.
How To Get Product Display Page Bounce Under Control
Firstly, making it clear that you have other items to offer will help convince the user to stay on the site. So, a ‘More Like This’ or ‘See Next’ option will encourage the user to browse more on your site. Adding simple navigation options and adapting the breadcrumb will also help with this.
It is crucial to ensure you test these features. They should not effect the product description page on the desktop site in a negative way.
Dealing with this issue will require a lot of experimentation. The right approach differs from retailer to retailer and product category to category.
Although it may be a lot of effort to fix these issues that are now apparent from the rise in mobile users, the rewards for doing so will make it worth while. it will increase ROI across all of your marketing channels.