If you want to know what sort of first impression you are making on your audience, then you simply have to look at Website Bounce Rate and you will have your answer. The bounce rate is a very important figure for any company with an online presence. It doesn’t matter, after all, how many people click on your ad or on your link, if those same people are hitting the back button before discovering the value to be found on your site. In a recent post, we mentioned how quickly people form a first impression. It takes less time than the blink of an eye. The person who forms a bad impression isn’t likely to navigate further into the site. Instead, they’ll surf on, finding other pages that have the look, the information, or the services that they were searching for.
The bounce rate is a measure of the percentage of people who navigate away from the website without clicking on any further links. That is to say that the person who clicks the link on your Twitter profile page, landing on your home page, and looks at it briefly before hopping right back to Twitter, has contributed to the bounce rate. He has discovered your website, but didn’t care for it enough to explore beyond that first page.
So, what should your bounce rate be? There is no exact answer to this question, but, as a general rule, we hope to see bounce rates lower than 60%. Why? A high bounce rate indicates that your website is making a poor first impression. It could be your design that is unappealing, or that you have errors on your landing page that ruin your credibility, or it could be that the page takes too long to load. In some instances, there is a lack of a call to action (CTA), and the viewer is left confused about the intent of the website.