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Why is my site's bounce rate so high?

by TheEliteWarrior
2 replies
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I have a campaign set up on Google Adwords. We've had 18 clicks so far and we have a bounce rate of around 60%. I was wondering what this bounce rate meant?

My concern is that it means that our keyword isn't targeting the right audience. Even though searching our keyword on Google brings in the similar products that we're offering. So we should be targeting the right audience.

Does this mean we are targeting the wrong audience or is the number of clicks too low to judge?

The landing page is the same product/category that our adwords ad mentions as well.

Is this bounce rate normal? My site does have content on all pages, as well as trust seals (i.e., we have a toll free number, trust graphics and a good logo,etc.) to build trust.
#bounce #high #rate #site
  • Profile picture of the author Audarah
    Bounce rate is the number of people who left your site with pretty much only visiting one page. Data is very important to analyze as you see, and as you are doing. So this is an ecommerce store? What are people seeing when they type in your keyword? For example, if I am shopping online: True story- just happened to me before the holidays for Cobra Motorcycle pipes, I am going to go to google and type in "Cobra Motorcycle Pipes" Out of six of those sites that I landed on, only two were ecommerce stores. Out of the two, one site I chose to go to didnt take me to the product. I was clicking around everywhere trying to find out where they kept their secret "Cobra Motorcycle Pipes" at. I even typed in COBRA and it pulled up a list of 100000000 freaking products. I got mad and left. I went to the other store using the same keyword and ta-da- it not only took me to the store, it actually took me to the CObra pipes they were selling, with images and prices RIGHT there so I didnt have to click through a million darn different things! So if you have a specific keyword, TAKE THEM TO that page via your ads- not just your general website. After people search google, they dont want to have to search the site that they land on either. They want to see exactly what they were searching for presented to them right then and there.


    I hope that made sense. Check your URLs. While people who are searching for a particular keyword might very well end up on your page, if after they get there, they still have to keep searching for that "white leather jacket" or "brand x dog food" because your ad campaign didnt take them straight to it, they are gonna bounce out of there.

    Others will be along with alot more info hopefully and can offer even better info that even I can learn from.
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    • Profile picture of the author Searchat
      Previous reply is right. Bounce rate is an indication of how many people leave from the same page they arrive on. 60% is very high. 18 clicks is a very low volume to be making major judgements on.

      There can be many causes, just for starters....

      Is the 60% bounce rate your organic traffic + ppc traffic?

      The promise / leader in the text of your ads may not match what is viewed on the landing page. Does the Adwords offer need reinforcing on the landing page?

      The aesthetics (design/layout/colours) of the landing page may be off-putting.

      As the previous reply said don't take the searcher to a homepage, take them to a page directly related to the AdWords offer, may even be worth designing a specific landing page to reinforce the offer with links to rest of site, depends on your product.

      I would run several different AdWords ads with different wording to determine which gets you the right kind of 'sticky' traffic.

      As I said 18 clicks is too low to determine what is really wrong here.

      Good Luck!
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