Oct 30, 2020

As digital marketers, we check our client’s Google Analytics regularly and treat it as a routine ‘health check’ for the websites we manage. If we see good results - great! However, sometimes there is an issue that we need to review and follow the right steps to ensure our clients get the very best return on their investment.

The overview report you see when logging into Google Analytics is a great starting point to discuss important metrics such as page views, unique visits, average visit duration and bounce rates. All these essential metrics are mostly self-explanatory, except for the bounce rate, which clients often struggle to understand.

In this blog, we answer the most common questions about bounce rates to provide a better understanding of what your bounce rate metric means for your website and business. 

What is a bounce rate?

Google defines Bounce Rate as the percentage of a single pageview visit to a website. In layman's terms, the number of people who only view one page on your website. 

However, in reality, it’s a little more complicated...

The bounce rate is 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. Therefore, they could spend time reading through all your page content, they just don’t take any action.

What are good and bad bounce rates?

For anyone outside of the marketing industry, this can be a tricky question. It depends on what your website’s purpose is, where a visitor entered the website, and how high your bounce rate truly is. 

An overall blanket rule is that if your website has no integration issues and hits around a 30% to 40% bounce rate, then this is very good - albeit rare!

The average bounce rate often lands between 40% and 60%, not bad either. 

The bounce rates that are truly a cause of concern are those with 90% and higher. This means almost everyone who lands on your website is bouncing. But why? It can come down to many factors. Assuming that your tracking code is correctly installed, then it could come down to poor design, browser compatibility issues, an insecure website, poor user experience and so much more. 

What can I do to improve my bounce rate? 

Depending on the percentage of visitors entering via the search results to the landing pages that have the higher bounce rates, there are several steps to take that not only improve your bounce rate but in turn, improve the user experience. 

Look at whether users are visiting with a mobile device or desktop. They are most likely mobile device users, in which case you can improve user bounces by optimising the landing page for mobile. 

You can do this by ensuring that the page speed is fast and that the page content isn’t too long. To test this, clear your mobile phone's cache and load the landing page. If you find that you’re waiting for more than 3-5 seconds, then it needs to be improved. 

However, if you have a double whammy of slow page speed and a long page full of images and never-ending content, then fixing the latter will improve your mobile speed. 

Additionally, ensure that your landing page content has internal links to relevant pages on your website to keep users on your website. Even better, you can improve conversions by including several calls to actions to boost your conversion rate optimisation. 

Often we find that putting yourself in the shoes of your visitors, you can identify the pain points of your high bouncing pages and fix these issues without a full redesign.

Still not sure about your bounce rate?

The biggest point to take away from this blog is that a ‘good bounce rate’ depends on the website and it will be different between sites.

You should look at traffic in segments and look at metrics via site content to confirm whether those metrics are within your happy place. 

Speak to us today to discuss your metrics and find out how Digital Reflow can help you improve your website's user experience, design and content to keep users on your site, and most importantly, to convert them into customers.