How Pop-Up Advertisements Can Affect Your Website’s Bounce Rate
There are phrases and specialist terms utilised within internet marketing that help SEO technicians pinpoint certain aspects of a campaign so that they can be discussed at length. Although it is not necessary for our clients to understand this jargon themselves, the team here at SEO Enterprise believe that it is important to define a few from time to time in order to bridge the gap and ensure that both parties are on the same page. Read on as we explain what is meant by the term ‘bounce rate’ and how it can be influenced by the use of on-site advertising…
From a technical point of view, the ‘bounce rate’ is the amount of visitors who leave a website after just viewing one single page and it is expressed as a percentage. The majority of experts agree that this number should fall between 40% and 70% in order to be deemed satisfactory and on the road to improvement, however a bounce rate below 20% or above 90% often suggests that there is a tracking code error to contend with.
A bounce rate doesn’t increase overnight as there are many reasons why a website may be struggling to retain vistiors. Typically, a lack of user friendly features can be to blame. After all, it is important to optimise a site in order to provide the user with a comprehensible interface that is quick and easy to navigate. If your website takes too long to load, displays content that is impossible to read coherently or lacks mobile-optimisation, then a lot of users in 2021 are going to abandon ship and find their information somewhere else, and this is what increases the bounce rate.
In fact, another feature that can have a detrimental effect on a website and its bounce rate is on-site advertisements, particularly pop-up ads, because they get in the way of the user’s browsing experience and can be frustrating to contend with. After all, many pop-ups are designed to display at certain times, such as when the user is being most responsive, and will try to predict their intentions to obtain the most attention. Whilst it may be tempting to allow advertisements onto your site, research suggests that it can affect your bounce-rate as visitors are more likely to leave and find an alternative website.
When it comes to the nitty gritty details, it is our duty as an ethical SEO company to ensure that our campaigns are carried out as morally as possible. After all, every website is vying for the top spot in the SERPs and pop-up advertisements, or ads in general, can be an off-putting feature for many users because it prevents them from navigating a website with ease. To find out more information about improving your bounce rate, get in contact with a member of the SEO Enterprise team today!