What is the “Bounce Rate” in Google Analytics?

E-commerce companies can obtain a lot of information by tracking and analyzing the people who visit the websites and the activities of these people on the site. In line with this information, they can both make improvements on the site and determine new strategies.

For this reason, measurement studies on Google Analytics are very important. One of the metrics that e-commerce companies should focus on is Bounce Rate. Its Turkish is Bounce Rate. When you enter your Google Analytics panel, this data is shown to you on the standard page. You can see this in the example below.
What is the Bounce Rate?
Bounce Rate is a metric that shows the percentage of people visiting your site who left without visiting any other page other than the landing page. This metric is very important for websites; because it shows you the problems that may be related to your site’s home page and also shows you the behavior of the visitors.

There are a number of things you should be aware of about Bounce Rate. These;

Your Bounce Rate should be low.
A high rate indicates that most of the visitors to your site do not like the site.
A high percentage indicates that there are things you may have done wrong with site design, content and products.
The website in the example above has a Bounce Rate of 36.92 percent. This shows that site content, design and other elements keep visitors on the site and direct them to look at other pages.
The ideal rate for internet and e-commerce sites is between 35 and 55 percent. When this rate is exceeded, certain changes must be made. Of course, if you can keep your site below these rates, you should continue your work.

To put it another way, the high Bounce Rate is a sign that you cannot keep the visitors on your website. Therefore, it is very important to examine this metric. Now let’s look at the factors that affect this high rate.

Factors affecting the high Bounce Rate
First of all, there may be some problems in site design. The site design is complex, the category and menu structures are not easy to understand, and the navigation is difficult, which may miss visitors. To fix this problem, you need to simplify your design and make site navigation clearer and easier.

The low speed of site opening may be another reason. Increasing the loading times of the images, flash animations or videos on the site will reduce the opening speed of the site. Visitors leave the slow sites immediately. In order to increase the speed of the site, you should reduce the file size of the images, use HTML5 animations instead of flash animations if possible, remove the autoplay feature in your videos and make the video play if the user wants.

The keywords you use for SEO and ADS should match the page content. When you do SEO work or create ADS advertising campaigns, you target certain keywords. You should not target phrases that do not match the site content in order to engage in click hunting and provide traffic to the site. Such an approach will cause you to be penalized by Google and cause visitors who cannot find the content they are looking for on the site to leave the site immediately.