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Ecommerce Bounce Rate – The What, Where and How.

Ecommerce Bounce Rate – The What, Where and How.

By Liz Coulson, May 28th 2019

Bounce rate is the percentage of your website visitors that leave after visiting only one of your pages. In this article, we will look at how you can reduce the bounce rate for your ecommerce store.


Is your overall website bounce rate lower than this? If so, awesome! It's lower than the average for ecommerce stores (1). However, this doesn't mean there isn't room for improvement, there always is.

There isn't a website or store on Earth that has a bounce rate of 0%; customers aren't ready to buy products instantly and different web pages have different purposes, just like the visitor. These tend to be FAQ and blog pages.

Where Do I Start?

You should begin with the pages that you know you'd like your customers to start their journey – when you know your visitors need to explore more than one page of your website.

Analyse your landing pages individually to see which page(s) you need to prioritise to optimise.

Tip: The pages with the highest bounce rate might not be the best pages to optimise first. Consider the pages that have the most visitors and best conversion rate as these are the pages that will generate you the most profit.

Using Google Analytics, you can review your bounce rate from different perspectives.

  • The 'Audience Overview' report provides the overall bounce rate for your site.
  • The 'Channels' report provides the bounce rate for each channel grouping.
  • The 'All Traffic' report provides the bounce rate for each source/medium pair.
  • The 'All Pages' report provides the bounce rate for individual pages 2.

How Can I Lower My Bounce Rate?

Great, you've prioritised which pages you need to optimise. We've highlighted some of our reasons for bouncing off of websites; make sure you have these bases covered. There are also plenty of other reasons people bounce, you will need to research each of your pages individually.

Slow-to-Load Pages

More and more people expect quick loading pages – it's becoming the norm. If your website isn't up to speed, it's likely that people will find a website that is. How long do you wait for a website to load?

You can review your website and individual pages' scores using various tools. Google PageSpeed Insights is a popular tool and it also gives improvement suggestions. When testing your scores, bare in mind the below stats for your load times and bounce rate. 

Page Load Time Stats
Page Load Time Stats

Clear Journey

Give your website visitors a clear journey; make it as easy as possible for them! If your visitors have to look for their next step and they don't find it, they will bounce off and look for another, easier website.

These are just a few things to think of, on your product pages:

  • Does your call to action button catch people's attention or does it get lost on the page?
  • Not every one of your products is going to be 'the one' for each visitor; give them another option to click on – perhaps a new arrival or sale section. Don't let them bounce off!

Using a heatmap could be very beneficial for you to get extra knowledge on this. Headings and subheadings are also great to give directional pointers.

Don't Get Pushy

Pop-ups are a good way to engage your visitors with offers and drive them to other sections of your site, but you don't want to interrupt them by overusing popups; it's a fine balance to maintain.

You're probably aware too that they can become quite annoying! This doesn't necessarily mean you shouldn't have them; you just need to think about them strategically. When should you use them and for what reason?

Unclear Value Proposition

If the visitors to your website don't see the value of your products, they will leave your website without purchasing any items.

You need to ensure that any of your product's unique selling points are clear. We have a great article that can help you nail down all of the key tactics in your product description.

Show You Can Be Trusted

You need to spend time increasing your brand's reputation, showing people that you're dependable enough for them to buy your products.

One great way to do this is to work on gathering reviews from your previous customers. Again, we have an article that can help you boost your future customers confidence in your business.

If you're new to the market, make sure that your website is secure and that you are providing options of familiar, recognisable payment gateways, such as PayPal.

Monitor Your Bounce Rate

Once you begin making changes to your website, it's important that you monitor your bounce rate. If your bounce rate starts to decrease, you know you're going in the right direction!

With your bounce rate going down, your orders should be going up. Be ready for that with a Despatch Bay account.

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