Bounce Rate Tips for Publishers

The average bounce rate ranges from 25% and 75%, with the best range starting below 50%. 

Web analytics is a great way to assess the success of your business strategies. For publishers, this data reflects your website performance. A key figure to improve is the bounce rate. We understand that monetizing your website has intricate elements, so we want to provide you with some tips to improve the bounce rate. But before we dive in, let’s answer some potential questions.

What is Bounce Rate?

The bounce rate is the percentage of users who have entered your website and left directly from that page.

What is a Good Bounce Rate?

If a user clicks on your website and immediately leaves, the bounce rate will be extremely high (near 100%), which signifies a poor bounce rate. It may sound confusing, but like in golf, having a lower score is best. A normal bounce rate is typically anywhere from 50% to 75%. A sign of a good bounce rate (25% to 50%) is a user browsing the specific page on your website for more than a few seconds. We mention “specific” because the bounce rate only refers to one page. If a user leaves that specific page and goes to another landing page on your website, that would impact the exit rate, not the bounce rate.

How Does a Good Bounce Rate Help Me?

Why should you even care about bounce rate? Well, a good bounce rate means users spend time on your website’s landing page. As a successful publisher with advertisements on your website, it is vital to have the bounce rate optimized. The bounce rate is one of many important data points we use at Adcash to signify more robust websites for our advertisers’ advertisements. A good bounce rate, ranging from 25% to 50%, is ideal. However, anything under 70% is still a solid place to be. Anything creeping up toward 90% and above should be addressed immediately. 

The better the bounce rate, the better your website appears for ads. When our advertisers use our platform, they bid for the most successful websites within their financial range. Our intelligent algorithm considers web analytics, like bounce rate, to determine which websites receive certain ads. Long story short, the lower the bounce rate, the higher competition is for ad space on your website, meaning higher and more consistent profit for you.

Now that we’ve covered the background of bounce rates and how you can utilize this metric to monetize your website, let’s take a look at some tips to improve your bounce rate.

1. Ensure Your User Experience (UX) is Efficient

You can reduce the likelihood of users leaving your website when the UX is engaging and/or informative. For instance, having an interactive website for iGaming content is a great way to entice users to continue. If you have a static website with complex navigation, the user will leave immediately to find other options for their query information.

2. Have A Clear Call-To-Action (CTA)

A call-to-action (CTA) is the action a landing page requests from a user. For instance, when you open a page and a window pops up saying “Download Now,” it is a clear CTA. You will need to be strategic with how to draw the user’s attention because you don’t want them feeling bombarded.

3. Understand Your Audience a Little Better

Look into the behavioral side of your marketing strategy. There may be reasons why your audience is leaving so early. Knowing more about the users coming to your page helps you understand why and how to keep them engaged and leaving too soon.

4. The Readability of Your Text is Crucial

The font size, color, type, and other factors, like formatting unrelated to the text’s message, are necessary for the text’s readability. Design elements aside, the text must also be easy for the reader to consume. Too much text is a reason why users will quickly jump off the page. Adding the time it takes to read the text is a simple way to assist the reader ahead of reading. 

5. Build Useful Landing Pages

We already touched on this in the beginning – specific pages. If you don’t already have multiple landing pages, consider adding more where necessary. Having more spaces for your users to land on may help break up the amount of text on each page, decreasing the opportunity for users to leave the page early.

6. Keep Your Website Up-To-Date with Content

Today’s news is already yesterday’s news. In a fast-paced digital landscape, ensuring your content is up-to-date is essential. Even if you have a post relevant to one week ago, users may see this as a sign that your content isn’t updated, meaning the website isn’t as efficient. Now, we’re not saying you need to spend every second trying to keep up with the industry trends, but to be aware that current content is a positive reflection of your website’s performance and not the other way around.

7. Do Not Let Them Go Gentle Into That Good Night

Before allowing the user to leave your website, consider reaching out to them as a last-ditch effort. Let them know about something important and relevant that may remind them why they selected your page to browse in the first place. The example below is a great way to try hacking the bounce rate in your favor. If anything, at least you tried.

Those are the tips we have for you. Give them a try, and don’t forget to review your bounce rate every month. A higher bounce rate may occur depending on the season or other factors that generally impact your website performance. For example, if your website attracts ice hockey fans, the bounce rate on your website may be higher in the summer than in the winter because of the sport’s season.

We hope these tips reduce your bounce rate and increase your chances of monetizing from your website.

Let us know if you have tried these tips already and they haven’t worked. If you have a publisher manager, reach out to them, or contact us by sending us a message or leaving a comment below.

-Adcash Team