The bounce rate factor shows the percentage of visitors watching pages on your website for less than 5 seconds. It is also a metric for those who visit only one page without continuing further.Example: if you have 2000 visitors with 100% bounce rate it means that all those 2000 leave right upon entering your site.
In other words bounce rate reveals % of visitors who've "escaped" or bounced away. It's also important to know that when this percentage is high enough the traffic inflow becomes pointless. In such situation website resembles a bottomless glass - with visitors just going in and out without further exploring.
A good one is the shops analogy where in order to achieve a sell you want your visitors to look at the next blouse, jeans etc... So it's essential if they don't "bounce" to the next store or to keep this rate to the minimum.
Now go ahead and take a look at bounce rate in your analytics software. And if you notice values higher than 70% you'd better lower them.
Here are some practical tips you can do to decrease a website bounce rate levels:
1. Make the outgoing links open in new Window/Tab
When clicking on external links visitors usually forget about the main page. Once finished visiting they click on the X button and loose connection to the referring page. But when links open in new tab the visitor will just go back to the main page.
2. Place only relevant most read & commented articles right after the post
If you only put some random articles behind your post a visitor interested in fishing will quite unlikely be interested in IP filtering etc... and will bounce.
On the other side when you offer relevant information behind the post visitors will continue to explore further. Also true if you put "More articles from article's subject" just behind the article.
3. Put "go back" or "return to section" link at the end of pages
When visitor reads an article he/she is already fed with information and wants to close it by thinking that this is all what you can offer.
By placing "return to section" link at the page bottom you give an option of what can be done next.
4. Place HOME button combined with relevant image at the upper left corner of the website.
Typical visitor wants to feel safe, always knowing how to get back to the first page or category start. This way besides the increased navigation usability you are revealing him/her the route of your website.
5. Divide long content by pages.
It's true that almost no one wants to read long screens of text, so shorter passages are great way if you want to hold someone's focus. Practice, also beneficial for increasing the page stay time.
6. Make the links easy to distinguish
- underlined and styled with the default blue color. There is no need to make users guess which are links.
7. Limit the ad space to minimum.
This way you create feeling of website made not only for advertisement thus minimizing the distraction for the interested individuals who will continue to read.
Resources: http://www.kaushik.net/avinash/2007/08/standard-metrics-revisited-3-bounce-rate.html by Nevyan Neykov
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