What is bounce rate and why does it matter?

17 October 2019

marketing, websites, strategy, bounce-rate

When someone arrives on your website—whether from an ad, email or a Google search— if they don’t interact with anything on the web page and leave the site, that means they “bounced.” The more people that bounce from your website, the higher your bounce rate.

For every site, the goal is to have a low bounce rate. If you have a low bounce rate, it means that people are coming to your website and engaging with your content. But if you have a high bounce rate, it means that they’re leaving right away. Things like how you drive traffic, your site’s content, and page layout can all influence your bounce rate. Typically a bounce rate below 40 percent is the goal.

The bounce rate of your page usually will depend on the page’s purpose. If it’s an informative page meant to be read, a higher bounce rate isn’t always bad. And if you are driving paid advertising to a particular page, it is likely that it will have a higher bounce rate than a page where people land organically. But if it’s a page that’s meant to drive engagement, then you want to keep the bounce rate low. For example, if you want people to fill out an email form or sign up for your newsletter, but they are bouncing from your page, that’s something you’d want to change.

You can improve your page’s bounce rate by optimizing your SEO, by redesigning, or by making the page more clear with calls-to-action. These are all ways to improve engagement, which will then lower your bounce rate. As you improve your bounce rate, you can use it as a measure of success on your page. If you want people to engage and you see your bounce rate’s dropping, you’ll know you’ve succeeded.

If your bounce rate is low, it can help with your search ranking. Though Google Analytics doesn’t directly use bounce rate in its algorithm, having a low bounce rate is an indicator of optimized SEO—which helps you drive more organic traffic in the long run.

Overall, bounce rate is just one measure of success for your website. By taking into consideration the full picture—with page views, session length, and duration—it will give you the complete measure of success for your online presence. But bounce rate is a good place to start.

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