Bounce Rate
Why it matters: A publication’s bounce rate is the percentage of visits where the visitor views just one page and then leaves the site. Most sites don’t want one-and-done readers. Some are inevitable, but converting those readers into full-site navigators can be quite beneficial for a website.
Bounce rate is an important statistic for online publications to monitor. A low bounce rate is a sign of a strong website in its ability to attract viewers and refer them to more than one page. A high bounce rate, on the other hand, is problematic for a website.
How to lower it: The first step is ensuring that your website is easily accessible and that navigation isn’t too complicated. If viewers can’t navigate the website, the chance that they will spend time clicking around is slim. A good layout is imperative, and simple features on a website, such as a search bar and content organized by sections, can be very effective.
Incorporating lists — most popular stories or most emailed stories, for example — can be an effective addition to a website. A “recommended for you” list is also a good option. This will include stories similar in subject matter to the page being viewed.
The key is piquing reader interest. That starts with interesting them in the initial story (clicking on it in the first place is likely a good sign) and then converting the interest into more page views.
Indications of success: An average bounce rate will generally sit around 60 percent (the number reading just one story and moving on), but to ensure optimal success, we should strive for a lower rate. Shooting for a bounce rate of 50 percent or lower is a good target, and anything below that is great. A bounce rate under 50 percent likely indicates that the content on your website is engaging, relevant and high quality, which will keep your readers interesting in finding more stories on the site.