Jika kamu adalah seorang yang aktif dengan aktivitas digital marketing atau pemasaran bisnis secara digital, pengertian istilah bounce rate pasti sudah sangat kamu kenal. Bounce rate adalah istilah yang biasa digunakan oleh para pelaku digital marketing untuk menunjukkan kondisi sebuah situs atau website yang sedang kurang baik.
Sebenarnya apa pengertian bounce rate? Kondisi kurang baik seperti apa yang tepat untuk menggambarkannya? Kita akan bahas semuanya secara lengkap kali ini.
Apa Itu Bounce Rate?
Pengertian apa itu bounce rate? Secara bahasa, istilah bounce rate diterjemahkan bebas sebagai rasio pentalan. Dalam dunia digital marketing, bounce adalah istilah yang digunakan untuk menggambarkan suatu keadaan atau kondisi saat pengunjung hanya datang sesekali pada sebuah situs atau website dan tidak melakukan aksi apa pun, seperti mengklik link yang ada, memutar video, dan sebagainya.
Jadi, para pengunjung tidak melakukan apa pun lalu akan segera keluar dari situs tersebut dalam waktu kurang dari 0 detik dan kembali ke halaman sebelumnya. Inilah yang menyebabkan bounce juga sering disebut dengan single-page session alias interaksi sekali saja antara pengunjung dan situs.
Nah, bounce rate adalah pengukuran atau perhitungan dari bounce yang terjadi tersebut. Secara sederhananya, bounce rate akan dihitung dengan cara membagi bounce dengan semua session, yaitu orang yang mengunjungi situsmu.
Nantinya akan terlihat, bila ada situs yang tidak memiliki elemen interaksi atau hanya terdiri dari satu halaman, bounce rate-nya akan sangat tinggi. Kenapa? Karena memang para pengunjungnya tidak melakukan banyak hal di website tersebut sebelum menutupnya atau kembali ke halaman mesin pencari.
Jadi, bisa disimpulkan bahwa yang dimaksud bounce rate adalah sebuah nilai yang menunjukkan persentase dari pengunjung yang mental keluar dari situs, setelah mereka berkunjung.
Patokan dasarnya adalah semakin kecil nilai bounce rate semakin baik atau sehat pula kondisi situs tersebut. Artinya pengunjung memang merasa betah dan tertarik untuk terus mengeksplor situs, dengan membuka halaman kedua, ketiga dan seterusnya.
Rumus Bounce Rate
Tadi disebutkan bahwa bounce rate adalah pengukuran atau perhitungan dari bounce yang terjadi pada sebuah situs. Tentunya memerlukan rumus khusus untuk menghitungnya, kan.
Rumus sederhana yang biasa digunakan untuk mencari nilai bounce rate adalah:
Bounce Rate = Kunjungan yang mental setelah membuka satu halaman/total kunjungan
Contohnya:
Dalam jangka waktu 1 bulan, situs SIUL.XYZ mendapatkan interaksi sebagai berikut:
Total kunjungan: 150.000 kunjungan
Total bounce: 80.000 pentalan setelah hanya membuka 1 halaman
Maka, bounce rate situs tersebut adalah:
80.000:150.000 = 0,53 atau jika dipersentasekan sebesar 53%.
Jenis Bounce Rate
Ada tiga jenis bounce rate yang biasa digunakan oleh para pelaku digital marketing untuk melihat dan menganalisis bounce rate, yaitu:
Page Level Bounce Rate, yaitu jumlah bounce dalam satu halaman yang dibagi dengan jumlah orang yang mengunjungi halaman tersebut (sering kali istilahnya adalah session) dalam periode tertentu
Sitewide Bounce Rate, yaitu jumlah bounce di semua halaman dalam suatu situs yang dibagi dengan jumlah orang yang mengunjungi semua halaman dalam periode tertentu
Segmented Bounce Rate, yaitu sitewide bounce rate tapi bukan yang diterapkan untuk seluruh halaman pada situs, melainkan sebagian saja
Cara Melihat Bounce Rate
Ada salah satu cara praktis yang bisa kamu gunakan melihat bounce sebuah situs atau setiap postingan, yaitu dengan menggunakan Google Analytics. Begini caranya:
Pasang Google Analytics.
Tunggu minimal 1 bulan.
Pilih menu Perilaku.
Pilih Konten Situs.
Pilih Semua Halaman.
Kamu akan melihat hasil bounce total maupun berdasarkan per postingan.
Apa penyebab terjadinya bounce rate?
Penyebab Terjadinya Bounce Rate Tinggi
Berikut beberapa penyebab terjadinya bounce rate dalam jumlah yang tinggi :
Konten dalam situs ternyata tidak sesuai dengan harapan pengunjung.
Ada beberapa internal link yang ternyata adalah broken link.
Loading halaman situs sangat lambat.
Pengunjung mengklik salah satu iklan di situs.
Pengunjung mengklik salah satu link keluar.
Pengunjung menutup browser.
Intinya, yang bisa menyebabkan terjadinya bounce rate adalah semua hal yang menjadi pendorong para pengunjung meninggalkan situs atau website. Termasuk bila mereka melakukan beberapa hal di atas segera setelah membuka satu halaman situs web
Cara Menurunkan Bounce Rate
Apakah nilai bounce rate yang tinggi bisa diturunkan? Tentu saja. Ada beberapa cara menurunkan bounce rate yang bisa dilakukan, yaitu:
Buat artikel yang bagus dan lebih dari satu yang relevan, agar mereka tertarik dengan artikel lainnya.
Pastikan Situs Dapat Diakses Lebih Cepat
Salah satu alasan umum pengunjung menutup halaman sebuah situs tanpa melakukan apa-apa adalah karena loading situs tersebut yang memakan waktu lama. Jika ingin menurunkan nilai bounce rate, pastikan kecepatan loading situs sudah terpenuhi. Rekomendasi yang paling tepat adalah load di bawah 3 detik.
Jadikan Situs Mobile-friendly
Buat situs menjadi mobile-friendly, dengan menggunakan template blog yang responsif. Kenapa? Karena sebagian besar pencarian memang dilakukan di para pengunjung di smartphone mereka.
Buat Internal Link yang Relevan dan Menarik
Sebaiknya jangan pernah meremehkan fungsi internal link pada sebuah situs, karena inilah yang menjadi kunci rasa penasaran dari para pengunjung untuk mengklik dan masuk ke halaman situsmu.
Pilih Keyword yang Tepat
Memilih keyword dan memasukkan konten yang tepat, akan membuat pengunjung membaca isi dari halaman situs dengan lebih betah.
Buat Meta Description yang Baik
Sebelum mengklik suatu halaman biasanya seseorang bisa membaca cuplikan isi dari sebuah situs lewat meta description. Jika ingin situsmu lebih menarik di mata pengunjung, buatkan meta description yang tepat dan menggambarkan isi konten dengan baik. Dengan begitu, pengunjung akan betah berlama-lama di situs, bahkan mungkin berinteraksi dengan berbagai elemen yang sudah kamu masukkan.
Hindari Hal-Hal yang Dapat Mengganggu User Experience
Saat sudah berhasil masuk ke situs dan tengah membaca informasi, tiba-tiba ada kotak pop-up besar yang menghalangi pengunjung untuk terus membaca isi situs. Jika kamu adalah pengunjung tersebut, apa yang akan kamu lakukan?
Kamu bisa saja merasa tidak nyaman. Sebagian besar orang bahkan memilih untuk langsung keluar dari situs dan mencari situs lainnya. Keluarnya pengunjung tersebut dari situs adalah hal yang dapat meningkatkan bounce rate situs.
Kesimpulan
Pengertian bounce rate adalah pengukuran atau perhitungan dari bounce yang terjadi pada sebuah situs atau website. Sedangkan, yang dimaksud dengan bounce adalah istilah yang digunakan untuk menggambarkan suatu keadaan atau kondisi saat pengunjung hanya datang sesekali pada sebuah situs atau website dan tidak melakukan aksi apa pun.
Bounce rate dapat dihitung dengan rumus sederhana, yaitu dengan cara membagi bounce dengan semua session, yaitu orang yang mengunjungi situs. Jika kamu ingin memastikan situs atau website yang kamu gunakan untuk berbisnis tidak akan mengalami bounce rate, beberapa cara yang tadi sudah disebutkan bisa kamu coba.
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