What is Bounce Rate?
Bounce rate is the percentage of people who arrive on your site and leave without visiting a second page. Bounce rate is an analytical tracking metric that was designed to help tell you if you have the right audience coming to your pages and if you are giving them what they need and desire.
When you design your site, you want to think of the desired path you want your users to take. Once you set this up, you can track their actual path in addition to the overall bounce rate.
Bounce Rate vs. Exit Rate
Bounce rate refers to the page they first land on, also called the entry page. The exit rate refers the page your audience leaves on or exits. It is just as important to know the exit rate in addition to the bounce rate.
As I mentioned above, when you design a website, you have a desired path (steps) you want your user to take. If you start to notice your users leaving on step 3 of 5, then you know where you need to make changes.
If your exit rate is higher on step 5, that’s normal – they have reached the end of your desired path for them.
Average Bounce Rates
The average website bounce rate is 40% (source: Google). However, with that said bounce rate really does depend on the type of site and what it is used for. Google came up with averages based on the different types of sites.
Certain pages will naturally have a higher bounce rate and that is acceptable in most cases. Pages such as: Contact Us, Checkout, Support Pages, Blog Articles and Landing Pages typically have a higher bounce rate due to their nature and purpose.
Bounce Rates By Site Type
- Content Websites: 40-60%
- Lead Generation: 30-50%
- Blogs: 70-98%
- Retail: 20-40%
- Service: 10-30%
- Landing Pages: 70-90%
Bounce Rate Tips
Tip #1: Make Your Goal Obvious
Your page content should be designed in a way that your overall page goal is obvious. For example, is your page supposed to inform people? Is it supposed to encourage them to buy something? Is it there to entertain and engage them into taking an action?
There are a lot of options – you need to decide what your overall goal or objectives are and then make it obvious to your users. You ultimately want them to take your desired path. The more obvious your goal to your user, the easier it will be for them to make a decision and have a happier user experience.
Tip #2: Internal Linking is Key
Even though this step is so simple, a lot of times it isn’t being done. Look at your site and think about where adding internal links may make sense and then add them.
The Wikipedia Effect
Say you go to Wikipedia for some info. Did you manage to only look at one page? Or did the links to related topics draw you into exploring? Exactly. Good internal linking keeps your users exploring your site and looking at related information far longer than they might have planned, which can be great for your business.
Tip #3: Just Say No to Pop-Ups
Tip #4: Write Interesting Content
Tip #5: Layout & Design Does Matter
Also pay attention to the colors and themes you use and that they work with the goals of your site and the overall user experience you want your visitors to have.
Before totally changing your website, think about everything I have talked about here. As I mentioned above, some pages do have a higher bounce rate and that is OK.
Look at the pages that shouldn’t and analyze the data on those pages instead. Then if you find changes should be made, make the necessary ones at that time.
Just remember…when users CAN’T easily find what they are looking for, or don’t like what they see, they will bounce quickly – and Google will notice.