What is Bounce Rate?


Bounce Rate

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.

What is a normal bounce rate? 

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.

Why might your bounce rate be low?

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: 

  • page loading speed 
  • the page layout across different mobile devices and browsers
  • the relevance of headlines and text to the advertisements
  • the website’s ease of use 
  • the availability of contacts, order buttons, shopping cart (for ecommerce websites)
  • the interlinking between site pages.

How to reduce the bounce rate?

Here are some recommendations on how to reduce the bounce rate: 

  • Use fewer advertising banners and pop-ups
  • Regularly improve website usability
  • Keep content up-to-date
  • Check the site for broken links and remove them
  • Use a standard readable font
  • Check the performance of the internal search
  • Implement internal linking correctly.
Services to calculate your website bounce rate:

 Google Analytics, Optimizely


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