What is Bounce Rate? | Mailchimp (2022)

What is Bounce Rate? | Mailchimp (1)

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If you’re launching an online business and doing your homework on best practices, you might have come across the term “bounce rate.” People want to know what it is, how they can optimize it, and how they can measure it.

This makes sense. Bounce rates are important. Your website’s bounce rate can tell you a lot about your business, and can be an excellent metric that you can use to test both new and preexisting pages—if you know what to look for.

(Video) What is Bounce Rate? How to fix it?

Below, we’ll go over bounce rates in detail to help you gain a better understanding of what they are and how you can decrease the bounce rate of your website.

What is bounce rate?

Your bounce rate is the number of people that come to your website and leave without clicking to any other pages besides the one they first landed on. In other words, they “bounce” away from your site almost immediately.

Here’s Google’s definition of bounce rate from its Analytics page:

“In Analytics, a bounce is calculated specifically as a session that triggers only a single request to the Analytics server, such as when a user opens a single page on your site and then exits without triggering any other requests to the Analytics server during that session.”

Google’s analytics system calculates your bounce rate by dividing the total of single-page sessions divided by total page visits. To check this stat, go into the Analytics audience menu and click the “Overview” option. This will give you the bounce rate for your entire site. You can also track individual pages and segments.

Bounce rate vs. exit rate

Bounce rates are not to be confused with your exit rate. An exit rate is the percentage of people who leave your site from a certain page, and a high exit rate isn’t always cause for alarm.

For instance, a “thank you” page displayed after a customer makes a purchase would be expected to have a high exit rate. If that page had a high bounce rate, it would mean people were somehow getting there without having visited any other pages on your site or having bought anything.

Why is bounce rate important?

As mentioned, your bounce rate matters. A bad bounce rate likely means a bad user experience and lower site sales from users who leave your website without doing much. Understanding bounce rate is critical to your site conversion rate optimization.

In marketing terms, sites should be “sticky.” When a new lead is funneled to your site or finds it on their own, they should want to stick around. The longer they stay on your site, and the more they explore, the more likely they are to buy something.

Google looks at your bounce rate when deciding who sees your page. When somebody spends the time to click through to multiple pages on your site, that indicates that they found your content interesting and useful.

(Video) What is Bounce Rate in Google Analytics & What Is a Good Bounce Rate?

Is a high bounce rate bad?

The answer depends on the kind of content you offer.

If your goal is for users to browse multiple pages of your website, then a high bounce rate indicates a problem. Maybe there’s a broken link in the navigation menu, or your page load time is dragging and people aren’t sticking around to wait. Maybe your content isn’t relevant to your site visitors.

On the other hand, If you have a site where people only need to visit one page, then a high bounce rate could be perfectly normal. If most users visit your site to do one thing, like leave a product review or send you a message, then it makes sense for them to click away after completing that action.

So what’s a good bounce rate? It depends. Different pages will have different bounce rates depending on their intended function, which is why looking at your site-wide bounce rate may not be the best indicator of what’s actually going on. To find out the truth, you may have to dig deeper.

How to measure bounce rate

In order to understand where and how people are engaging with your site, it may be best to segment your measurements into separate sections.

For example, measuring your blog’s bounce rate separately from your landing page’s bounce rate will provide a more accurate percentage than an overall ranking. A high bounce rate on a blog page wouldn't be unusual. The function of your landing page, though, is to guide users onto other pages of your site, and its rate should be lower.

The bounce rate of a single page can be a good tool for A/B testing new page designs. If you launch two different versions of a landing page and one has a significantly higher bounce rate than the other, you’ve got a better idea of which design you should proceed with.

What influences your bounce rate?

When measuring your bounce rate, first define what area of your site you want to look at. Is it the landing page? Product pages? Newsletter signup? Once you’ve figured out what area you need to examine, you can then determine a target percentage for your bounce rate and measure against it.

A number of factors can influence the bounce rate of your site or page, including:

  • Your industry
  • Your geographic location
  • What device users are visiting your site on
  • Lack of CTA
  • 404 errors
  • Poor user experience
  • Slow loading times
  • Misleading metadata

Finding your target bounce rate

You can find the average bounce rate for your industry with the Google Analytics program. Just go into your account settings and click the check box to enable benchmarking. Google will generate an estimate for your industry.

(Video) What is Bounce Rate, Why is it Important, and How Can You Lower It?

Once you have the average, you can look back at your site and see if it’s coming in under, over, or about par. To drill down into bounce rates for different sections of your site in Analytics, just go to the Behavior section, then click “Landing Pages” under the Site Content heading.

Your site-wide bounce rate pops up here. You can click each section to get specific details or click into the “Advanced Features” menu in the upper right-hand corner of the menu. And you can drill down even further than that, comparing industry averages by time frame and vertical.

When it comes to your site data, you can segment it by demographics like age, gender, and location to figure out which groups are staying the longest on your site. Viewing the data this way can shed light on whether your site favors a certain gender or is doing well with your target age demographic, and you can tweak your pages accordingly.

How to improve your bounce rate

There are no hard and fast rules to reduce your bounce rate. But there are a few common strategies that you can try within your own website and online marketing efforts to improve your bounce rate.

Fix Technical issues

Technical issues are typically web development issues. If the root cause of your high bounce rate comes from a software problem—like a poor site speed with an unusually long load time—you can solve it fairly easily with a technical fix, like hiring a developer to optimize website navigation and other areas of your site or by purchasing more server space.

Optimize for mobile

Your site should be easily usable and navigable from mobile devices, since more people now than ever are using their phones to browse the web. Long videos sometimes take a long time to load on mobile, for example. Featuring shorter videos on the mobile version of your site can prevent the kind of lag that makes people abandon a page.

The mobile version of your site should be clean and concise, giving users the information that they need quickly and easily.

Focus on Entry points and user intent

It’s important to keep track of where users are coming from when landing on your website.

Are they coming through your email newsletter? Organic search? Paid ads on social? If the bounce rate is especially high for one of these sources, it could mean that something at the source—like your ad copy or title tag and meta description in search results—needs to be tweaked to better convey your message. If that Facebook ad doesn’t prepare people for what they’ll actually see on your page, they’ll probably end up leaving.

Improve User experience

Do your best to eliminate all of the aspects of your site that might distract or annoy your users, including the usability of your site navigation in order to improve user experience.

(Video) What is Bounce Rate in Google Analytics? Bounce Rate Definition and Meaning

If someone gets hit with a chatbot, a full-screen popup ad for your newsletter, and then a popup coupon offer in quick succession, they’ll probably run. Be mindful of the popups and ads you use, and incorporate them seamlessly into your site instead of throwing them in the user’s face.

Make sure to examine your site’s keywords and how they rank by optimizing on-page SEO. Are you using the right keywords for your industry to bring in the right people at the right time?

If you’re selling marketing automation software, you want people coming to your site who already know what that is and can better understand the benefits your product offers. You don’t want to draw in someone who’s just discovering the concept. If that person finds you and clicks through to your site, they might become overwhelmed and leave very quickly, which will affect your site’s overall bounce rate.

In short, make sure your page is ranking for keywords that reflect its content. Try grouping your site’s pages by subject and seeing what topics they fit into, then making sure they’re attracting the right users.

Keep an eye on your data

Here, as in most other aspects of digital marketing, you need to keep an eye on your data—which means you need to put measures in place that let you effectively collect and analyze it. You can’t optimize your bounce rate unless you have all the information you need at your disposal.

When taking all of this data into account, patterns will emerge that can help you solve the problem of high bounce rates where there shouldn’t be. The more practiced you become at investigating your metrics and working with the data, the easier these patterns will be to recognize.

Reducing your bounce rate

Bounce rate is an important website metric to track when analyzing the performance of your website and its different pages. While it’s normal for some pages to have higher bounce rates than others, you must consider your marketing funnel. When someone reaches a sales page, they are entering the funnel and should be led down a path that helps them convert.

If you notice visitors are bouncing on sales pages, you must find the source of the problem. Fixing technical issues, optimizing your website for mobile, paying attention to user experience, and checking your data can help you strategize the best ways to keep customers in the funnel. From there, you can start developing customer retention strategies after customers convert.

Mailchimp can help you improve your sales process with several marketing tools, including website builders, landing page creators, and more. All data gathered from your Mailchimp site is conveniently stored in an analytics dashboard to ensure easy access to your most valuable asset.

FAQs

What is a good bounce rate? ›

As a rule of thumb, a bounce rate in the range of 26 to 40 percent is excellent. 41 to 55 percent is roughly average. 56 to 70 percent is higher than average, but may not be cause for alarm depending on the website.

Is a 5% bounce rate good? ›

A very low Bounce Rate such as 5% is an indication that there is probably something wrong with your website. Anytime a Bounce Rate seems suspiciously low (lower than 10%), that should raise a red flag for you. If you see a bounce rate of 2% for example, don't start celebrating.

What does a 100% bounce rate mean? ›

If you have a 100% bounce rate, it means that every single person that comes to your website leaves without interacting with it.

What is bounce rate with example? ›

For example, if the homepage of a website receives 1,000 visitors over the course of a month, and 500 of those visitors leave the site after viewing the homepage without proceeding to any other pages, then the bounce rate of the homepage would be 50%.

Is a high bounce rate bad? ›

A higher bounce rate indicates fewer visitors are clicking on links to other pages on your site, whereas a lower bounce rate indicates more visitors are clicking to other pages.

Is a low bounce rate bad? ›

Logic tells us that a high bounce rate is bad and a low bounce rate is good. But that's not always the case. A very low - single digit, or 0% - bounce rate could indicate that there is an issue with your tracking.

What is bad bounce rate? ›

A bounce rate over 70% is above average, but it's not necessarily on the high side until it's reaching 56%. If it's over 90%, that's a major cause for alarm but it's usually easy to decrease because there's something specific scaring everyone off.

How can I improve my bounce rate? ›

Here are 20 proven ways to reduce your bounce rate when needed.
  1. Pay Attention To Page Load Time. ...
  2. Make Site Search Easy. ...
  3. Provide Easy Navigation. ...
  4. Focus On A Great Design. ...
  5. Keep Mobile Top-Of-Mind. ...
  6. Make Webpages Easy To Read. ...
  7. Write Shorter Paragraphs. ...
  8. Use Various Types Of Content.
3 Mar 2022

What's a good bounce rate 2022? ›

According to our analysis of over a billion sessions, a good bounce rate is somewhere under or around 50%, although it depends on the industry. A good bounce rate for a blog is 70%, with the average being 80%.

What if a bounce rate is 0? ›

A 0% bounce rate typically occurs when viewing content only accessible within the website. For example, a user visits a website's home page, clicks on the blog page and then clicks on a blog post. The blog post is not the landing page, so the number of single-page sessions for that blog post is 0.

How bounce rate is calculated? ›

Bounce rate is single-page sessions divided by all sessions, or the percentage of all sessions on your site in which users viewed only a single page and triggered only a single request to the Analytics server.

Why bounce rate is high? ›

Too many options: Having too many options for a visitor can also lead to a higher bounce rate. This is partly the reason why you will observe that the bounce rate on your homepage is probably higher than your inner website pages.

What is bounce rate and why is it important? ›

Bounce Rate is defined as the percentage of visitors that leave a webpage without taking an action, such as clicking on a link, filling out a form, or making a purchase. Bounce Rate is important for three main reasons: Someone that bounces from your site (obviously) didn't convert.

What is bounce rate vs exit rate? ›

For all pageviews to the page, Exit Rate is the percentage that were the last in the session. For all sessions that start with the page, Bounce Rate is the percentage that were the only one of the session. Bounce Rate for a page is based only on sessions that start with that page.

What is a good bounce rate 2021? ›

The short answer: a good bounce rate is anything less than 58%.

What does an increase in bounce rate mean? ›

A high bounce rate means that a visitor's overall session duration is short; they visit a page on your site and leave. A low bounce rate means that visitors are spending time on a page and clicking on available links. In terms of good versus bad, a high bounce rate isn't always a bad thing.

Why is bounce rate so low? ›

A low bounce rate means visitors are visiting more than one page on your site, and if they're visiting more than one page, it stands to reason they're spending more time on your site.

Why is my bounce rate so high email? ›

Your audience is outdated

If you see high bounce rates and your audience is relatively new or not regularly used, it may include stale or inactive addresses. Stale addresses are either invalid or belong to contacts who signed up for your email marketing a long time ago and haven't been sent to regularly.

What affects bounce rate? ›

The less mobile-friendly a site is, the higher the bounce rate will be. Mobile visitors tend to interact less with with sites compared to desktop users, so bounce rate on mobile devices will naturally be higher. To see if a website is mobile friendly, run it through Google's Mobile Friendly Test.

How can I reduce my bounce rate and exit rate? ›

18 Tips to Reduce Bounce Rate in Your Website
  1. Try to understand why visitors are leaving so early. ...
  2. Design a better user experience. ...
  3. Make sure your website is responsive. ...
  4. Include a clear call-to-action. ...
  5. Check the readability of your text. ...
  6. Build some landing pages. ...
  7. Rethink your product pages. ...
  8. Do some A/B testing.
10 Jan 2022

What is a good session duration? ›

According to Databox, most digital marketers report an average session duration of 2-3 minutes. One could conclude that anything above three minutes is a good average. But is that a relevant benchmark for you?

Do pop ups affect bounce rate? ›

Use exit-intent popups to reduce bounce rate

And they are also a great way to reduce bounce rate on your website. Larry Kim, the founder of Mobile Monkey and WordStream, was able to reduce bounce rate by up to 60% using exit-intent popups.

Why my site traffic is going down? ›

The most common cause of a sudden drop in website traffic is a recent search algorithm update. Penalties, redirects, incorrect robots. txt rules and ranking losses are all other legitimate reasons why you may see a drop in website traffic.

How do I reduce email bounce rate? ›

How to reduce your email campaign bounce rate
  1. Use a double-opt-in. When a new subscriber signs up, send them a confirmation email with a link to click to verify their address. ...
  2. Be careful with incentivized sign-ups. ...
  3. Use a reputable email service provider. ...
  4. Authenticate your domain.

What is a good time on site? ›

What should your average time on site be? For a good average session duration, the industry standard is 2 - 3 minutes. What can happen in two minutes? Two minutes might not seem like much time, but it's enough time for users to read content and interact with your website.

What is a good time on page? ›

A good benchmark for Average Time on Page is 52 seconds, across multiple industries. Based on data from 20 billion user sessions, B2B websites have the highest Average Time On Page of around 82 seconds. However, a good Average Time on Page depends on many factors, including device type, industry, target audience type.

What is a good pages per session? ›

According to Littledata, who analyzed 3,698 sites, the average value of pages per session is between 1.8 and 4.4. If you hit more than 4.4, your website is among the best 20% of the websites in their study. If it's lower than 1.4, you're wasting your money on advertising.

Is bounce rate of 10% good? ›

The average bounce rate is somewhere between 26% and 70%, with the optimal range being between 26% and 40%. To land anywhere under 20% is generally unlikely, so if that's what your data is showing then you may want to double-check some things.

Is a 12% bounce rate good? ›

So, what is a good bounce rate? A bounce rate of 56% to 70% is on the high side, although there could be a good reason for this, and 41% to 55% would be considered an average bounce rate. An optimal bounce rate would be in the 26% to 40% range.

Is a 6% bounce rate good? ›

Usually, the lower the bounce rate is, the better. After all, you want people to take maximum interest in your site. But there are several factors to consider before you decide that your site needs fixing. In general, you should expect your website's bounce rate to be anywhere between 26%-70%.

What is a good bounce rate 2021? ›

The short answer: a good bounce rate is anything less than 58%.

How can I improve my bounce rate? ›

Here are 20 proven ways to reduce your bounce rate when needed.
  1. Pay Attention To Page Load Time. ...
  2. Make Site Search Easy. ...
  3. Provide Easy Navigation. ...
  4. Focus On A Great Design. ...
  5. Keep Mobile Top-Of-Mind. ...
  6. Make Webpages Easy To Read. ...
  7. Write Shorter Paragraphs. ...
  8. Use Various Types Of Content.
3 Mar 2022

What's a good bounce rate 2022? ›

According to our analysis of over a billion sessions, a good bounce rate is somewhere under or around 50%, although it depends on the industry. A good bounce rate for a blog is 70%, with the average being 80%.

What causes high bounce rates? ›

Often a bounce occurs when the wrong audience lands on a page. It starts with how a page is advertised. Misleading title tags and meta descriptions translate to poor targeting–the main reason for pogo-sticking and short clicks. Users will go back to SERP to find a page that best satisfies their queries.

How bounce rate is calculated? ›

Bounce rate is single-page sessions divided by all sessions, or the percentage of all sessions on your site in which users viewed only a single page and triggered only a single request to the Analytics server.

What is difference between bounce rate and exit rate? ›

At a glance

For all pageviews to the page, Exit Rate is the percentage that were the last in the session. For all sessions that start with the page, Bounce Rate is the percentage that were the only one of the session. Bounce Rate for a page is based only on sessions that start with that page.

What is bounce rate and why is it important? ›

Bounce Rate is defined as the percentage of visitors that leave a webpage without taking an action, such as clicking on a link, filling out a form, or making a purchase. Bounce Rate is important for three main reasons: Someone that bounces from your site (obviously) didn't convert.

What is a high email bounce rate? ›

The benchmark for bounces is less than 2%. Anything above a 2% bounce rate for your email campaign is worthy of your attention. If you're seeing bounce rates over 5%, or even as high as 10% or greater, this suggests a significant problem that you will want to resolve.

What is the bounce on a wedge? ›

Wedge bounce is the angle created between the leading edge and the lowest point of the sole or trailing edge. This is the area of the club that hits through the ground as it contacts the ball. The greater the wedge bounce degree, the higher the leading edge is off the surface at address.

What is a good time on site? ›

What should your average time on site be? For a good average session duration, the industry standard is 2 - 3 minutes. What can happen in two minutes? Two minutes might not seem like much time, but it's enough time for users to read content and interact with your website.

What is a good bounce rate by industry? ›

Average Bounce Rate Benchmark by Industry
IndustryAverage Bounce Rate
Financial Services47%
Grocery40%
Luxury46%
Travel43%
8 more rows
16 Mar 2021

Is bounce rate a good metric? ›

Bounce rate is an important seo metric because it measures how engaging your content is. A high bounce rate might mean that people aren't finding what they want on your website. Or, it may be a sign that you need to improve your content or the user experience on your website.

Videos

1. What is Bounce Rate?
(Marketing Business Network)
2. What is a bounce rate?
(invesp)
3. GA4 Bounce Rate vs. Universal Analytics: Big Differences! (And How to Report On It)
(Root & Branch Digital Marketing)
4. What Is A Good Bounce Rate and How To Improve It
(Exposure Ninja)
5. What is Bounce Rate? | Whiteboard Entrepreneur
(Learn with Whiteboard)
6. Bounce Rate in GA4 vs Universal Analytics - WHAT HAPPENED?!
(Scott Redgate)

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