How to audit the site and is it necessary in my case?

Question

Search Engine Optimization

Hello, I’m far from working in an IT company as a front-end developer, and as is usually the case in such companies, they hang on such people completely different tasks that, according to them, need to be done right now.
To the point... There is a website and the marketing department began to look for a bounce rate of 30-38% in it, when the norm for them is 20-25%. Actually, they approached me with such a request: "We need to see why there is such a percentage of failures, to analyze the site." For me, this is the work of the marketers themselves, and not mine, because I have no idea just by what criteria to determine what exactly affects the failures.
Therefore, I have such a question, does it make sense to audit the site and by what methods?

Answer 1

For example, I have a directory site. A person in the search entered "pension fund phone number" got to my site, saw the phone number and left. The bounce rate will be 100%. Well, what exactly?
Or a person got from a search to a page with a product, called and placed an order by phone, without going to additional pages. There is nothing wrong.
Sometimes, it comes to idiocy when they hide the phone in "Contacts" in order to reduce the number of failures.
Failures are critical for information sites, that is, if it is a news portal or a site with many articles, then it is bad that the person is no longer hooked on anything.
Here's what to convey to your marketers. Yasha and Gosha look at whether the user continued searching after he visited your site, if he did not continue, then he is satisfied with your site, and this is already a behavioral factor.