What is Bounce Rate?
A “bounce” is someone landing on your website, not clicking on any other pages and then leaving. The bounce rate is, therefore, the percentage of people who move on, rather than staying and looking around your site. You can find the analytics for your bounce rate on the main dashboard:
What Should My Website Bounce Rate Be?
As a broad rule of thumb, you should be aiming for a website bounce rate of under 40%. Between 40% and 55% is usually acceptable, while 55-65% shows significant room for improvement. Note though, this is a basic guide, and there are certain circumstances where it might be reasonable to have a bounce rate higher than these figures. There are many factors that will affect your bounce rate, some of which are out of your control. For example:
1. The type of traffic you are attracting. Are the visitors to your website specifically looking for your company, or are they looking for information? People who are familiar with you will bounce less than those who are in information-gathering mode. If you’re an e-commerce store, does your traffic have high ‘commercial intent’ (i.e. are they in the mood to buy?), or are they simply researching future purchases?
2. The sources of your traffic. Visitors who come from Google search results tend to “bounce” much less than visitors from Facebook, for example. If you pick up a high percentage of your traffic from social media or paid ads, this can affect your average bounce rate, as these visitors tend to have a higher bounce rate.
3. The devices your visitors are using. Visitors on mobile devices bounce more, so if your website receives a high percentage of your traffic from mobile, this will affect your average bounce rate.
4. The pages your visitors are landing on. Blog pages tend to have higher bounce rates than product or service pages, for example. If people are coming straight to your homepage, they should not be bouncing off, but if they are landing on a blog post that has the information they require then they will probably exit once they have found what they want.
5. The design and layout of your website. Sites that are difficult to navigate, confusing, or look old-fashioned all tend to have higher bounce rates than new clean, easy-to-use, mobile-friendly websites.
6. The clarity of your message. Is it immediately obvious what you do and who your target audience is? People are busy and distracted, so if they can’t find the answer they are looking for, they won’t hunt around to find it — they’ll leave. This is one of the most underrated causes of high bounce rates.
7. The speed and usability of your website. Slow-loading websites have high bounce rates and low conversion rates. It’s that simple. According to Google, 53% of mobile users leave a site that takes longer than three seconds to load.
At Simply Computing we always aim to have sites that are clear and logical to navigate, and very fast to load. If you have any questions or concerns about your bounce rate please get in touch.