SEO and Social Media analytical tools for online marketing professionals
Try Unamo SEO Try Unamo Social
#Tags
Filter by Tags:
Kasia Perzyńska

Kasia Perzyńska

3 years ago 5 min read

What is Bounce Rate and How to Reduce It

Featured
Kasia Perzyńska

Kasia Perzyńska

Behavioral factors are continually becoming more important for Google and this is the direction today’s SEO is heading.

If you want to evaluate the quality of your traffic and check how people interact with your website, fortunately, there is a proper metric for you! It all begins with Google Analytics. Google Analytics is why most of us are familiar with bounce rate, the key performance metric.

Nonetheless, how it is measured and what really affects it, might still seem quite vague.

That’s why this article will explain:

  • What bounce rate is.
  • What a good bounce rate in your industry should be.
  • How to reduce your bounce rate.

What is bounce rate?

Bounce Rate is a measure of engagement that demonstrates the degree to which people are enjoying and interacting with content in a deeper way.” – Stephanie Fried, VP of digital insights and marketing at Discovery Communications.

Google Analytics defines bounce rate as the percentage of visitors who exited your site from the entrance page without interacting with it.

Google’s Digital Marketing Evangelist, Avinash Kaushik, calls bounce rate the “sexiest metric ever” and is a huge fan of it. Watch this funny and educational video to find out why:

A high bounce rate is usually a sign that your website is not user-friendly. Most likely, it has a poor design & usability issues or the content is not what the users are looking for. Bounce rate is an important quality indicator for any marketers who aim to maintain high user engagement and drive conversion.

bounce rate equation kissmetrics

Bounce rate formula by Kissmetrics

There are 5 scenarios which can be identified as a bounce from a page. When the visitor:

  • Clicks on the “back” button.
  • Closes a tab or a window.
  • Types a new link in the browser window.
  • Clicks on an external link which opens in the same tab.
  • Is not interacting/ doing anything for over 30 minutes (there is a session timeout).

Of course, it is most desirable for the initiated browsing session to contain zero bounce and, instead, lead to the viewing of other internal pages.

Need a crash course in Google Analytics? Not sure where to begin? That’s okay. We’ve got you covered: How to Master SEO With Google Analytics – Beginners Guide  

Adjusted Bounce Rate

For most page types, a standard bounce rate works just fine, but for blogs it might not be precise enough.

Standard bounce rate doesn’t take the time spent on site into account, and this is critical for the evaluation of real user engagement. Consequently, when a visitor reads your whole article and then closes the page, he will be recorded as a bounced visitor.

Of course, major search engines view whether the particular page meets user expectations by calculating dwell time. Dwell time is the time between clicking on a particular search result, opening it and bouncing back to search.

Unfortunately, you can’t see this unless you implement adjusted bounce rate into your Google Analytics tracking script.

adjusted bounce rate

Source

If you’re using bounce rate as a content marketing KPI, it’s a must-do. You can do this by tweaking one line of code and triggering an event when a user has spent over a minimum amount of time on the site.

It usually takes about 10 to 15 seconds for a user to get sufficiently engaged. This solution makes the measure more accurate for content marketing and provides you with a much better understanding of the pages’ quality.

The secret to increasing dwell time on a page is to create better content. Find out how SEO copywriting can make that happen. Read our guide: 5 SEO Copywriting Tips and Secrets That’ll Add the Finishing Touch to Any SEO Strategy  

Bounce Rate Versus Exit Rate

These two metrics are often confused with each other and a clarification of their distinctions is one of the most popular questions asked concerning Google Analytics.

bounce rate versus exit rate

So, the exit rate is the percentage of visitors who viewed a few pages of your website and then left. The key difference between bounce rate and exit rate is that the exit rate concerns multi-page sessions. The exit rate pertains to users who viewed more than one page during a single session and finished exploring on that particular page. 

However, similarly to bounce rate, it can also reveal some on-page trouble areas, so it should be evaluated in a navigational context as well.

What is a good bounce rate for your website? 6 Benchmarks

According to the metrics of an average website, the [average] bounce rate is 40%. However, this might be a misleading number because a good bounce rate score varies by the type of site, type of page, industry, user intent, brand credibility, and many other factors.

Benchmark Averages for Bounce Rate look as follows:

 benchmark-av…nce-rate

Source

  • 40-60% Content Websites
  • 30-50% Lead Generation Sites
  • 70-98% Blogs
  • 20-40% Retail Sites
  • 10-30% Service Sites
  • 70-90% Landing Pages

Of course, you are going to track your bounce rate against your historical performance and your future goals. However, remember to base your expectations on real data and always look at the given benchmarks.

Having a mobile friendly site can also affect your bounce rate. Not sure your site is mobile-first? Check out our guide: 10 Tips to Boost Your Position in Mobile Search: Make Your Website Mobile Friendly

How can you reduce your bounce rate?

Reducing your bounce rate on high-traffic pages is exceptionally important because it means more engaged visitors and, in turn, a higher chance of conversion. There are some major rules that will leverage your usability straight away:

#1 Attract the Right Visitors

Analyze your traffic because you might be targeting the wrong audience with irrelevant keywords. Rethink the purpose of each page and update it with new content. Make sure you rank high for your branded keywords.

#2 Improve Brand Storytelling

Companies should be communicating with their customers by storytelling. Storytelling can be used to grab the customers’ attention and make them want to interact with a website.

Storytelling combines your content structure with the message you are trying to convey so, if you aim to captivate your target users, you need to maintain both.

Keep the structure eye-catching and easy, and learn how to tell good, memorable stories. Be honest in your communication.

Meet user expectations by making sure that they clearly understand your product and the idea behind your business.

This technique is a good marketing strategy for every business, too. And the plus side is, it requires creativity and an imagination, instead of a budget.

#3 Understand That Consumers Live in Their Social Feeds

Be savvy; take advantage of the potential social channels you have to create other valuable opportunities for engaging your customers.

This will help to lower your bounce rate.

It is increasingly important to be active and responsive on social media because the more compelling and effective your social communication becomes, the better your on-page engagement is going to be. This way, you will grab more of the user’s precious attention.

#4 Develop a Better Web Design to Lower Bounce Rate

One of the biggest causes of a high bounce rate is confusion. Customers get easily frustrated with poorly designed, not user-friendly websites, and there is no mercy.

When a website is an obstacle that prevents the finding of crucial information, it’s no wonder that visitors are going to bounce. Maybe there are too many external links that open on the page when clicked? 

Perhaps distractions like popups, music, streaming videos and long loading times are leaving people with a bitter taste in their mouth? All of these factors influence your bounce rate negatively.

Therefore, simply deliver what the people expect to be delivered. Make sure you provide a clear navigation path and place your search bar in an obviously visible location.

Improve your website’s readability. Get rid of unnecessary items like pop-ups that may get in the way of your customer’s journey.

Reduce the amount of external links in your copy and make them open in a new tab/window. Speed up your page load time using any plugin that suits you.

Bounce rate is one metric savvy marketers can’t afford to ignore, as it measures how effectively your brand is resonating with visitors.”  – Mashable

Not sure what your page load speed is? Want to figure out how to make your pages load faster? Read our guide: Page Load Speed: 15 Ways to Boost SEO

Conclusion

In this article I explained what the bounce rate is and how to adjust it, identified the difference between exit rate and bounce rate, and provided some general rules for decreasing your bounce rate.

What is your method of effectively lowering the bounce rate? Tell us in the comments below.


Also published on Medium.

The following two tabs change content below.
Kasia Perzyńska

Kasia Perzyńska

Kasia is a content marketer with two years of experience in the SEO universe. Doing some marketing for the awesome Unamo!
Kasia Perzyńska

Latest posts by Kasia Perzyńska (see all)

Written by
Kasia Perzyńska

Kasia Perzyńska

Kasia is a content marketer with two years of experience in the SEO universe. Doing some marketing for the awesome Unamo!

Comments (7)
mayanka (6 months ago) Reply

Thank you for sharing such a valuable information.I have bookmarked this page for future references. Reduce bounce rate

Samdani (1 year ago) Reply

To decrease the bounce rate and get better metric day by day of the sites , it is a must to follow some of the best tips and as I see the tips on this matter have been shared here can be nicely appreciated . In this case, there also must be emphasized on using plugins that are really necessary like this https://www.gsamdani.com/wordpress-plugins/

Seo service (1 year ago) Reply

Very good explanation. Also split a long post into small content and make sure website is mobile friendly which helps to reduce bounce rate.

shawon (2 years ago) Reply

This tips are really awesome i try to implement on my site for reduce bounce rate.This article is very helpful for any online business website.From my very personal point of view, bounce rate of website is the most common concern for the startup bloggers or online marketers.Bounce rates are the percentages of visitor viewing your website page without going through any other pages. Don’t make it complicated with exit numbers, which only tells you the number of people leaving your site from a page, since they might have gone through some other pages first.

Corina (2 years ago) Reply

Thank for this article. It is really amazing to find useful posts that helps you understand better some statistics. Bounce Rate is an important metric, this is why i'll share with you one additional post : http://www.mavenec.com/blog/bounce-rate-google-analytics/

Jess D'suoza (2 years ago) Reply

Thanks for sharing this useful information. Also split a long post into small content and make sure website is mobile friendly which helps to reduce bounce rate.

Usman (2 years ago) Reply

Very good explanation. I think there should be a Wordpress plugin which will adjust the bounce rate in GA automatically?

Kasia Perzyńska (2 years ago) Reply

Hey :-) thx. To be honest, I've never heard about such a plugin, I would recommend you to implement this code line into GA.

Seasonal Marketing: How to Apply It to Your Business

Joydeep Bhattacharya

5mins left