Bounce rate is a crucial metric for any e-commerce brand and retailer, as it reveals how many visitors leave the website after viewing only one page. A high bounce rate is not desirable as it indicates that visitors are not engaged with the website and are unlikely to convert into customers. To reduce e-commerce bounce rates, brands and retailers need to address the factors that cause visitors to leave, and instead find innovative ways to engage with them.
This article will cover the following:
What is bounce rate in e-commerce?
Bounce rate is calculated by dividing the number of visitors who leave a website after viewing only one page by the total number of visitors to the website. For example, if 100 visitors land on a website and 40 of them leave without navigating to another page, the bounce rate would be 40%.
According to BigCommerce, current data puts the average bounce rate of e-commerce stores at 45.68%. A higher bounce rate can be an indication that visitors are not finding what they are looking for, that the website experience is poor, or that the website is not meeting their expectations.
Why are bounce rates important in e-commerce?
Bounce rates are important in e-commerce because they have a direct impact on conversions and sales. If visitors are leaving a website after viewing only one page, they are not engaging with the website, and so are not likely to convert into customers. A high bounce rate can also be an indication that the website design or user experience is poor, which can negatively impact the overall reputation of the business.
In addition, bounce rate is linked to search engine rankings. Search engines like Google use bounce rate as one of the factors to determine the relevance and quality of a website. If a website has a high bounce rate, it may be penalised in search engine rankings, which can make it more difficult for potential customers to find the website.
Factors that affect bounce rates in e-commerce
There are many factors that affect bounce rates in e-commerce that brands and retailers may not be aware of:
Slow page load times and website performance issues
- Slow page load times can be a significant contributor to high bounce rates. Visitors today expect websites to load quickly, and they have little patience for slow-loading pages. In fact, according to Think with Google, 53% of mobile site visitors will leave a page that takes longer than three seconds to load.
Poor website design and user experience
- Poor website design and user experience can make it difficult for visitors to navigate a website, find what they are looking for, or engage with the content. Websites that are cluttered, difficult to read, or have confusing navigation can lead to high bounce rates.
Lack of relevant or engaging content
- Visitors expect to find relevant and engaging content on an e-commerce website. Websites that lack content or have content that is outdated, uninteresting, or irrelevant to the visitor can contribute to high bounce rates.
- An effective call-to-action (CTA) is crucial for converting visitors into customers. A poorly designed or unclear CTA can confuse visitors and cause them to leave the website without taking any action.
How live 1-2-1 video shopping reduces bounce rates in e-commerce
Confer With’s live 1-2-1 video shopping platform is an innovative approach to e-commerce that can help reduce bounce rates, engaging visitors by offering them personalised shopping experiences. In live video shopping, customers can connect with a brand ambassador in real-time, browse products, ask questions, and get advice on considered purchases. Here are some ways in which live 1-2-1 video shopping can help reduce bounce rates to 27%:
Live 1-2-1 video shopping allows customers to interact with a single brand ambassador in real-time, who can offer personalised recommendations based on the customer’s preferences, style, and budget. This level of personalisation can help reduce bounce rates by making customers feel valued and appreciated, encouraging repeat purchases. In fact, 56% of consumers said they are more likely to shop with a retailer who recognises them by name (Accenture).
Live 1-2-1 video shopping creates a more engaging and interactive shopping experience, which can help keep visitors on the website for longer periods of time. Customers can browse products, ask questions, and get immediate feedback, which can encourage them to explore the website further and make those purchases. Confer With moves the conversation from a light-touch enquiry into a considered purchase for many online brands and retailers.
Improved Website Design and User Experience
To offer live video shopping, brands and retailers need to invest in high-quality video and audio equipment, as well as a user-friendly platform for customers to connect with sales representatives. This investment can also lead to a more visually appealing and user-friendly website, which can help reduce bounce rates. In fact, 48% of consumers said that website design is the number one factor in determining the credibility of a business (Zippia).
During a live 1-2-1 video conversation, brand ambassadors can guide customers towards a purchase. Confer With’s virtual shared basket encourages these purchases, giving both parties in the call the ability to add and take away products.
- E-commerce bounce rates reveal how many visitors leave the website after viewing only one page
- Bounce rates have a direct impact on conversions and sales, and can be improved by leveraging live 1-2-1 video shopping
- Confer With’s live 1-2-1 video shopping platform reduces bounce rates to 27% by providing personalised and engaging online shopping experiences for customers