Bounce Rate is the percentage of users who leave a web page without taking any action on it or continuing to browse the site.
Measuring bounce rate with Google Analytics
Google Analytics is one of the most popular measurement tools for website metrics. By default, it understands the bounce rate as the user who exits a page without continuing to navigate the site or interact with it. However, this can generate some problems. If it is the last page they visit, it cannot measure the time on the website since it can only calculate it based on another interaction with the same site. That's why it is recommended to include an estimated time in the bounce rate configuration in Analytics, which is usually set to 30 seconds (depending on the type of site being analyzed).
How to reduce the bounce rate of a website
There are some practices we can apply to reduce the bounce rate of our website:
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Improve the usability and design of the site
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Reduce loading speed
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Try to reach an audience that is interested in our content
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Generate quality content and with certain length
Bounce rate in Email Marketing
When we talk about Email Marketing, with bounce rate we refer to those sent emails that have not been successfully delivered to the recipient. This can happen in two different cases:
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Soft Bounce: It is a temporary non-delivery due to some kind of server failure or the recipient's inbox being full, for example.
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Hard Bounce: It is a permanent non-delivery because the email address is not valid for some reason.
How to reduce the bounce rate in Email Marketing
Having a high bounce rate in email marketing can cause your emails to end up in the spam folder. To avoid this high rate, you can follow these tips:
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Clean lists of inactive users
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Keep lists updated
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Do not send to very old lists
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Segment lists