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Bounce Rate: Why it Matters

Bounce rate: You walk in to a restaurant for that one Chef Special Dish you saved up for months. The day you reach there is a notice at the reception that the Chef has been replaced. You don’t sit order or eat and just leave. This is what bounce rate is in the digital space. But, for websites.

It is the percentage number of sessions in which the person left your site from the entrance page without interacting with the page

Still Lost?

When you entered the restaurant you went up to the reception, you looked around and then noticed the board that the Chef has been replaced.

Similarly, if a user “bounces” from your site, it does not mean they didn’t read any of your content. It simply means they looked at this one page on your site, and did not go to any others. It’s called a “bounce” only because they probably went back.

If a visitor comes to your site through a Google search feed and visits at least one more page before clicking the back button in their browser, they will be counted in an exit rate metric instead of bounce rate.

How Can I Find Out What My Bounce Rates Is?

You can find the bounce rate for your website, as well as each of your individual pages, by registering to Google Analytics and reviewing the information within the Audience, Acquisition, and Behavior segments.

The best way to see detailed information about bounce rates is to access Behavior, Site Content, and all pages. From this part,  you can search or browse to the page you want to review and  learn what the average bounce rate of the particular page is.

So what was that exit rate metric we were talking about?

If a user visits your homepage and leaves right away, that would be included in the “Bounce Rate” but, if the user visits another page on your site, then your homepage, and then they leave your site, that would be included in the exit metric instead.

So why do they matter?

You ultimately want your bounce rates to be lower rather than higher. This is because the longer your user is on your site, the more likely they are to convert and become a customer. Which is why you should be aware of what your bounce rates are, and put in efforts on improving them rather than hoping they’ll eventually get better on their own.

So what would a good bounce rate be?

A good bounce rate is different for everyone, and depends on what kind of site you have, what kinds of users you cater to and what kind of content you offer.

For example,

A website like Wikipedia or WebMD might have bounce rates near 90% as they are factual information driven websites. And a 90% bounce rate would mean it is doing an incredible job of engaging its users and directing them to other articles, because something in the 90% range is probably the norm.

On the other hand, if it’s an eCommerce website with an average 90% bounce rate probably has some serious problems. Simply put 9 out of 10 people who visit the site not only aren’t buying anything, but are not interested either.

Some thing you can do to ensure your bounce rate is in limits?

  1. Improve readability: User experience begins with readable content. Eliminate large chunks of text. Break it down.
  2. Avoid pop ups: If you page supports ads then make sure they don’t keep popping up while your user is on board. Just a prompt would do. They simply annoy visitors and make them leave. They simply annoy visitors and make them leave.
  3. Call to actions: Keep the visitor interested and you will have them stay longer.
  4. Tell a story: A tried and tested method, your content needs to weave out into a pattern. Static, boring content is a strict no no.
  5. Make customers the hero: Focus your entire website as customer centric and customer priority.

When they feel it’s all about them, they will connect and result in better engagement and conversion within your page. If you are struggling with bounce rate and would like to improve your percentage exit, then get in touch today

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