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Bounce rate and time per page are two often overlooked indicators. in fact, many professionals do not consider them “significant” metrics. In truth, however, these two measures make it possible to understand how visitors interact with your site. And provide facts that can be very useful to boost the transformation rate of your site.

There is no ideal figure for the bounce rate and the time per page . In fact, many factors can influence these measures. Like for example the type of traffic that your site generates and the SEO SEO work.

What is the bounce rate and time per page?

The bounce rate is the percentage of people who arrive on a page of your website and leave without clicking, without doing anything. Imagine someone who finds one of your blog posts in the results of a search engine (SERP). It clicks on it, flies over the publication but does not visit any other page of your site. It feeds your bounce rate. So who says rebound, says zero transformation.

The average time spent on the page is also easy to understand. This is the average time that visitors to your site spend on a particular page. This is a good measure to check that people actually read your content. Thus, an average time of 10 seconds on a content of 400 words is not folichon. It can be deduced that most visitors do not read this article. It’s up to you to understand why: misleading title, failed primer, pyramid not reversed , … In other words, the longer the time per page, the more it is a sign of good performance. But that does not mean yet … transformation.

Do not confuse the average time spent on the page and the average duration of the sessions . The average duration of a session is the average time that a visitor spends on your site. It is therefore the time elapsed between the arrival on the site and the departure of the site (the rebound). The average duration of the session is obtained by adding the time spent on the different pages visited. Then divide the total time by the number of pages.

KPIs yes, but not always very accurate

The average time spent on the page and the average duration of the session are sometimes imprecise measures. They do not always take into account the time spent on the last page visited. For good reason, when leaving the site, the visitor does not send any signals enabling the analytics tools to accurately measure the time spent. They record a default time for this last page visited. That is, 00:00 min.

What are the good numbers for the bounce rate and the time per page?

There is no ideal figure for the bounce rate and the time per page . In fact, many factors can influence these measures. Like for example the type of traffic that your site generates and the SEO SEO work.

In general, you should aim for a rebound rate of less than 40% . If it exceeds 55%, you should look for reasons why people leave your site and ways to improve their performance.

The type of page you analyze and the content on it are important factors that influence the bounce rate. An informative page without many links to other pages can easily have a bounce rate greater than 55%. On the contrary, a gathering page, sort of directory of links to a range of products or services, will tend to generate a lower bounce rate. If this is not the case, we must review its content or organization.

What are the reasons for a high bounce rate?

  • Mobile use. The majority of users are now using their smartphones to go on the Internet. And you certainly know how difficult it is to research a small device. As a result, there are more visitors who may bounce back sooner if they use their mobile devices rather than their computers or even their tablets. That’s one of the reasons why it’s so important today to optimize your mobile website. So that more people can browse and read text more easily on your site.
  • Social traffic. The traffic you get from social media will not often bring prospects who are looking for your business or your products and services. They will therefore tend to have a higher bounce rate.
  • Pages more appreciated than others. When you look at your analytics, there can be big discrepancies between the time spent on different pages of your site. For example, landing pages with a simple Call to Action (CTA) are likely to have a much higher bounce rate than pages with deeper content.
  • Structural problems. If you have extremely high bounce rates (over 70%), try looking at your pages from a visitor’s point of view. Perhaps there is something that is clearly not going on and that you do not see from your analytical point of view. Make sure there are no errors, such as a 404 error page, and that the content of your page matches your meta-description . These are quick and easy ways to correct the problem and improve your performance.

None of the above applies to your webpage? Let’s look at some other more serious issues.

My bounce rates and time per page are catastrophic! What to do ?

In the case of a high bounce rate, the first thing to look at is the design . Are hypertext links easily identifiable? Are they then relevant and intuitive on each page? Is navigation accessible, at the top of the fold of the page, on each page of your site. Except landing pages , which can be exempted.

Know that the aesthetics of your site also plays a role. An outdated or unattractive website can scare away users. And thus bring down the rate of transformation of the site.

The SEO is another important element in the link between the bounce rate and conversion rate. Make sure to use keywords, meta descriptions and relevant titles on your site. and check what Google keyword has referenced you … If the purpose of the page is not completely consistent with the expression on which you are positioned, it can generate a large number of visitors … frustrated.

Also see how long it takes to load the pages of your site . Google offers a free tool to measure the loading time of your site . Multiple large, high-resolution images on a page may take up too much time to load. Impatient people will probably leave your page if the loading time is excessive.

The same checks can be made to improve your time per page (except for the page loading problem). Also think about writing original (and relevant) content! This will help you improve your conversion rate. As visitors will be more likely to stay and discover what you have to offer.

More good practices to improve your conversion rates

  • Avoid large volumes of text. This can be difficult to read. Split your texts into paragraphs, use plenty of headings and reading aids !
  • Use section headers to divide the text and make navigating the page easier for the visitor.
  • Do not use pop-ups. They are boring and lower the rate of transformation.
  • Write and regularly update blog content, specialized content and press releases. This will generate more conversion.
  • Use keywords that your prospects will be more likely to enter the search engines to ensure high traffic.
  • Write your meta-descriptions carefully because this is what people will see before clicking on your page.
  • Create appealing landing pages and call to action (CTA) to attract visitors to the rest of your content.

Transformation indicators to follow closely, so

Now that you know what the bounce rate and the time per page are . You have new indicators to add to your arsenal to improve the performance and transformation of your website. These steps should give you a deeper insight into how users interact with your site. Use this information to better tailor your site to visitor behavior and thus improve your conversion rate. And if you want help interpreting your indicators, contact us.