Here’s a primer that gives you everything you need to know – from definition to calculation.
Here are the topics we will cover:
Before we crack into what the term bounce rate means, it’s good to know that we’re not referring to a similar term – exit rate.
They aren’t interchangeable, despite many people believing the opposite.
The exit rate of your website refers to the percentage of views from your previous session – otherwise known as the percentage of exits from your page.
Exit rate focuses on the number of people who leave your website after landing on a page, then compares it with the total views that page has received in that time.
The wise wizards at Google define the bounce rate of a website as the percentage of people who visit a webpage and navigate away from it only seeing only that single page.
There are 3 main reasons why it’s important for your website:
The higher the rate, the lower the rank! A climbing bounce rate spells trouble for your SERPS.
It reduces the accessibility and relevance of pages to viewers who might be searching for your products or services.
A high bounce rate means that your page is not engaging for viewers.
Bounce rate is also a great indicator of website quality.
If a viewer lands on your page, then immediately leaves – it means the quality of the page is low, or not aligned with your customer.
The Nielsen Norman Group estimates that most consumers only stick around on a page for 59 seconds, on average.
That’s not long enough to keep consumers engaged and interacting with your website. A lower bounce rate is associated with relevance, proper function and helping viewers find what they are looking for. That’s what you want!
People bounce when someone clicks the back button, exits the browser, types in a different URL or just straight up does nothing.
Unless you’re in a 64 Impala with hydraulics, there are no valid reasons for having a high bounce rate. You need to take steps to lower it so that your page conversion rates improve.
Reasons for a high website bounce rate include:
- Clunky UX/UI for a website with poor usability
- Slow loading speeds for pages
- No distinct call to action
- Web copy is full of jargon, hard to read, or offering irrelevant/outdated services
As illustrated by the image below, measuring a bounce rate is simply the total number of single-page visits over the total entries to the page.
Ultimately, you are your own competitor when it comes to bounce rates; they should always be compared to your previous metrics and page performance over time.
As you might have guessed, Google Analytics is your ‘go-to’ for determining the bounce rate of pages in the reports section – and it does a great job of displaying the viewership of each page.
Most importantly, bounce rates differ among different types of websites.
For example, retail sites typically have bounce rates of 20%-40%, which is on the low end because people love buying clothes and trinkets.
The Google Analytics team have determined the average bounce rates by page and service type; blogs usually sit at a whopping rate of 70%-99%, with landing pages sitting closely behind at 70%-90% (which based on their purpose, is to be expected).
Service sites usually have the lowest rates, ranking from 10%-30% on average.
Hold the phone – is a high bounce rate always bad?
Since it’s the percentage of single-page visits, could that mean that your viewer simply found what they were looking for, really quickly?
Pages like your contact or purchasing pages are only meant as a single page view for the most part, which are acceptable cases of having a high bounce rate.
Previous metrics from page reports on Google Analytics will help determine if a bounce rate is bad or not, depending on the page type and previous performance fluctuations that reflect landing page speed, relevance and so on.
Once you have compared your bounce rates in Google Analytics to your previous metrics, you’ll see that there are action steps that you can take to optimize your website, and keep consumers actively engaged with your other services and pages.
Hopefully this post has helped you find out. Remember, high is bad, low is good.
Some pages are meant to be high, but for the most part, you need to test them and make sure your product and service pages are low – especially the ones you’re driving traffic to with programmatic advertising.
- Bounce Rate: % of people who visit a webpage and navigate away from that one page.
- Exit Rate: % of exits from your page.
- The higher your bounce rate, the lower you rank on search engines.
- High bounce rate might mean you have non-relevant or less engaging content for viewers.
- Reasons for high bounce rate could be: slow loading speeds, poor UX/UI, call-to-action not prominent enough or poor web copy.
- We recommend continuously optimizing and improving your rate. You are your own competitor.
- Utilize Google Analytics to view data insights.
- Retail (20-40%), Blog (70-99%), Landing Page (70-90%), Service (10-30%).
- If your page is meant for single page view, a high bounce rate is acceptable!
- To calculate your bounce rate: take single page session then divide by total # of entries to your website.
- Tips to lower bounce rate: optimize your page to have faster load speed, create engaging content, have user-friendly navigation, have distinctive call-to-actions, ensure your webpages are responsive (mobile and tablet friendly).
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