What causes a high page bounce rate?

The reason of high bounce rate and the solution

Search engine marketing is a very waste of money in a promotional way, but its effect in a lot of marketing technology, but also the best way of marketing, in the SEM advertising process, will encounter a high jump out of the problem, this is a lot of promotional enterprises have an objective problem, how to effectively reduce the bounce rate, Then it is the focus of the task now. Jump out of the high will lead to advertising in the process of spending money but not good transformation, therefore, must be based on the reasons for the high rate of jump out of the investigation, to find the crux of the problem can be the right remedy.

Typically, there are several reasons for the high page bounce rate:

1. Keyword and creative matching degree

This requires that we should fully understand the product before choosing the keyword, understand the user's click behavior, according to the site's user response and user behavior to locate keywords and creativity, matching the higher the keyword, the final conversion rate is higher, and can effectively reduce the cost of promotion.

2. The originality and the landing page match degree

In the promotion process, write creative to completely according to the landing page content to write ideas, do not exaggerate, according to the actual to do, what to say, your creative and landing page similarity is higher, click the bounce rate will naturally be reduced. This requires our extension staff, at the beginning of the Guanlu page design of the product analysis, and the design of the content in accordance with the product and key words to launch, and the promotion of the time, the creative also to be in accordance with the planning to operate, do not map the convenience of children, directly to copy other people's ideas, change others often do not necessarily apply to their own promotion.

3.url Correct and accurate

On the landing page, general topic or product landing page, must have characteristics, basically avoid choosing a long dynamic link, such a link is too long, sometimes may not be linked to fully identify (Baidu to promote the longest link to 64 characters), the shorter the more favorable to promote the URL.

4. Does the competitor have a promotional activity and is there a price comparison?

Know the only way to be victorious, competitors are also constantly studying your approach, if you do not understand more competitors, then you will be defeated, watching the competitor's dynamic, daily observation of the changes in the competitor site, SEO changes, as well as the changes in the site new pages, Look at their ideas and landing page whether there are new dynamic or new content, to see their promotional activities, ask their product prices, the overall comparison, will be their own products on the basis of competitors to promote, continuous summary, so as to always stronger than the opponents. Remember to study competitors, not only one opponent, but a comprehensive analysis of the opponents, at least five competitors to better help you understand the entire industry market.

5. Landing page open speed is too slow

Marketing-oriented web site, the need for the server must be conducive to marketing, if you promote the site, open the speed is too slow, more than 3 seconds, then this user jumped out of the chance will increase more than 50%, now people's life rhythm so fast, if your thoughts, your service concept can not keep up with the user's thinking, Then you will be eliminated by the market. Do not chart a cheap, choose some lack of strength of the space provider, not only unsafe, at the same time too busy to affect the opening speed of the site.

6. Observe the overall bounce rate in this industry

This may not be too good to detect the problem, you can through the Baidu Index tool, to understand your industry groups, according to the crowd to analyze, according to their own promotion and user behavior to analyze your users. In some industries there is a general jump out of the high problem, this has a certain relationship with the industry, but if the keyword appropriate, the content of the page is appropriate, the general situation will not be too big jump rate, from a user clicks into the landing page, to the product he found at least 10 seconds or more time, if provided contact information, plus record contact information , or scan directly to get contact, the time required for about 15-20 seconds, and also includes the user to understand the product time (this is relatively fast), if so, users more than 10 seconds stay on the Web page, basically this is not a jump rate.

In view of the above analysis, we give you a whole proposal, hope to be able to let some bidding enterprises get some inspiration.

First of all, the creativity to be displayed is related to the user's search term, and the idea of the information points, especially promotional information to be consistent with the site landing page, can not deceive the consumer phenomenon, or not only jump out of the rate will be high, but also affect the customer's brand reputation, outweigh the gains, and pay attention to the recent operation of the account, Whether the link to the key words have been relatively large changes, the overall check of the Account keyword access URL is correct;
Second, if the idea of the information point is accurate, and the target page of the information match, you can detect the speed of the target page open. Normally, a Web page cannot be opened for more than 8 seconds;
In addition, to observe whether competitors in the near future has a relatively large promotional activities or price reduction operations, so that consumers have a more obvious psychological parity, so that consumers lost.
If all of these reasons are not able to find the cause of the high page bounce rate, it is recommended not to have too large changes in the operation, so as to avoid the premise of the unknown situation in the promotion of the effect of large fluctuations, so that the analysis of the reasons, should continue to observe the data performance for some time, and constantly do data analysis, to find out why.