Bounce rate refers to the number of times someone lands on your page, and then leaves it without checking another page on your site. It’s not the same as time on site: A user can theoretically spend time reading your article and then just click off the external link and bounce without browsing your site any further.
One of many goals for those marketing or growing on the web, whether as a brand with a product or based on content, is to shrink that bounce rate to as little as possible. It is one of the few times seeing a low number in analytics is a good thing.
Social media referral traffic bounce rate has been naturally one of the biggest offenders in this respect: Social media users are usually in a hurry; They click a link in the update, scan though and leave.
If you spend considerable time building up your social media presence, it’s quite obvious that you’d like to get more out of the traffic coming from your social media users. Let’s see how we make them stay longer and go further into the site.
Your Social Media Networking Should Target Interactions, Not Clicks
(The more people interact with you on social media, the more attention they are going to pay to the content you are sharing!)
It is time to change the way you look at social media bounce rates. To do that, you have to change how you look at social media, full stop. The most common mistake people make is thinking of these platforms as a single-tiered tool for content sharing. They will build their social strategy with the end goal of getting people to their website.
The problem is that click-through is always going to be a little iffy. People are on social media to engage, and converse, and to share. They are not there to go hunting for your links. So while a good headline might manage to snare their attention, an average bounce rate on social media is always going to be lingering around 50%.
Each social media platform provides unique contributions to the social web. They have been developed to offer something unique, so they can better attract a specific kind of audience. For example:
How to Reduce Your Social Media Referral Traffic Bounce Rate
