Rejection rate - what it is and how to lower it
Before we begin, it's worth mentioning what this rejection rate (RO) is. It is an indicator displayed in the Google Analyticswhich shows the percentage number of single views of a given websites like and visits after which a user leaves a given website without browsing it further. The conclusion is very simple: the lower the rejection rate the better. In today's article I will try to describe how we are able to "persuade" the user to stay on our website to keep this particular ratio relatively low.
How the rejection rate is calculated:
The WO of a single page is calculated based on the formula:
( number of rejections (2070) / number of page views (2424)) * 100% = 85,40%
Type of page
15% – 65%
|Product pages||5% – 50%|
|Landing Page||70% – 90%|
|Portals||10% – 30%|
|Website corporate||25% – 70%|
|Other||13% – 85%|
Measuring traffic quality
Try to measure and compare the WO of key pages, phrases and sources of visitors. A wise analysis based on rejection rates and exits can confirm that you are bringing properly focused traffic to your site.
What is the difference between rejection rates and exit rates?
Rejection rate - indicator that reports Content Google Analytics shows the percentage of visits userswho arrived at a specific landing page and did not visit any other subpages besides this landing page (single page visits).
Output indicator - indicator that reports Content Google Analytics shows a percentage of the number of visits by users, who have finished visiting a particular subpage. This percentage is defined in relation to the number of visits made by users who visited this particular subpage.
What to look for?
- Design is important
If your website doesn't make a good first impression and doesn't inspire user confidence you may be depriving yourself of the chance to gain a potential customer.
- You are getting the wrong type of traffic to your site
Getting traffic that is in no way related to your products/services will result in a significant increase in rejections.
- You have an Ajax/Flash based website
Very often Ajax/Flash based sites despite user interaction (gallery browsing, videoswitching to subpages) do not change their address so that Google Analytics will not be able to record the actions on the page. Consequently, the WO becomes very large or even constantly calculated as 100%.
- Provide the right amount of quality content
Yes, I know this is an issue raised with almost every SEO problem. However, there's no fooling yourself, there's no avoiding the fact that: Content is a king.
- Selection of positioned phrases and subpages for the website
A high rejection rate is due to inadequate selection of phrases you are positioning (if we are talking about traffic from search engines).
Positioning your shop for example for the phrase "perfume shop" - this coefficient is as high as 65%, while for the phrase containing the name of your shop, this coefficient is only 4.9%. High SEO usually refers to very general phrases.
Therefore premium The solution is positioning of e.g. 3 niche phrases, which level of difficulty is definitely lower and the time of waiting for effects is shorter.
- Pay attention to good internal linking websites
It is important for the user to be able to move from a given article to another subpage while reading. We can make it easier by placing links e.g. to previous articles in which we have already touched upon a given issue and we think that the user can find more information in the source given by us. This will engage the user more and the CTR will drop significantly. More information about internal linking.
- Try to maintain high speed its websites
- Remember, this is not the key factor to optimisation
Finally, you should remember that it is one of dozens of indicators you should pay attention to, but you should not become obsessed with normalizing it. Nevertheless, it is worth paying attention to and improving it will certainly help us increase the number of conversions.
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