Bounce rate is a metric that measures the percentage of web users who visited a website and left soon after. It is calculated by dividing the total number of one-page visits by the total number of website entries.
For example, if 1000 people visit a website per day and 700 of them leave the site after 1-15 seconds, then the bounce rate will be 70%.
A high bounce rate is bad for website promotion. And the higher it is, the worse. This indicator specifies that the web resource is not interesting for users and did not satisfy the visitor’s requests. However, there are exceptions. For example, a user searches for the phone of a washing machine repair technician. The main thing for them is to find the contact of the person who will help them. By opening the first 3 links from the search, they can get the specialist’s contact phone number and don’t even need to read all the related information that is provided on the website.
It depends on the website. Online stores typically have10-40% bounce rate; news portals and blogs – 40-60%; business card sites – 50-70%; landing pages – 70-90%. Each site owner must determine the normal bounce rate for its resource. It will depend on the type of site, its subject matter, the amount of traffic, the sources of referrals, etc. All this data is available in Google Analytics reports.
It’s a good practice to analyze the bounce rate by page, device, browser, and traffic channel. A high bounce rate for certain channels means that these channels are likely to be ineffective. For example, if visitors come to your website by clicking on contextual advertising and quickly go away without taking action, it most likely means that your ad is irrelevant to your page’s content.
If you can’t determine the reason for high bounce rate, check the following indicators:
Here are some recommendations on how to reduce the bounce rate:
Google Analytics, Optimizely
