Analytics: Improving your bounce rate

Firstly, what is bounce rate?

Bounce rate is the percentage of visitors to your website who navigate away after viewing only one page.

So if you have a single page site then your bounce rate will be understandably high. 

If you have more than a single page, you obviously hope people look around and visit more than one page. In this case the lower your bounce rate, the longer visitors are hanging around and are engaged by your content.

What is a good bounce rate?

Bounce rates vary widely across industries and types of sites from 20% to 80%. If you aim somewhere in the middle around 50% this is about the average bounce rate across all industries.

But if most of your visitors leave the site immediately, this is a concern and there are probably multiple problems on your site.

What could contribute to a high bounce rate?

Visitors might just be looking for your phone number or address. They found what they needed quickly on your home page and that is all they need.

There is a design or usability issue and people can’t find the information they need

The site is too slow to load

User behaviour such as if a user bookmarks a page and returns to it often and leaves, then this is considered a bounce

Poorly organised or non-engaging content

How to improve your bounce rate

This is where using a tool like Google Analytics to test and measure the bounce rate after making changes to your site is a great idea.

Because all sites are different and there could be a multitude of things affecting why people leave without going past the first page.

So it is a matter of looking at your

  • Site load time
  • Site design
  • Navigation
  • No calls to action or obvious pathways through the site
  • Too crowded, too much content and no search
  • Not visually appealing
  • Content not engaging

This is where testing and measuring is the key.