One of the key metrics in Google Analytics is your website's bounce rate. Often the numbers, which are in percentages, are high and this gets many website owners worried for two reasons. Firstly because they don't really understand about what a bounce rate is and secondly because they don't know what to do about it. Today we're going to discuss both of these points for you.
Google Analytics defines a bounce as being the number of single page sessions on your website. This means when someone arrives at your website, they only visit the page they land on before clicking elsewhere. Your bounce rate is therefore the percentage of all visits to your site in which a visitor only looked at one page.
Where lots of people become concerned is when they see they have a large bounce rate. Depending on the type of site you have, this could be a bad thing or a good thing. It's bad if in order for your website to be successful, you need people to visit multiple pages. But it's good if you only have a one page site, or it's a page you would expect people to only view alone.
There are several reasons as to why you are seeing a high bounce rate for your site. They could include:
Let's take a look at what bounce rate you should be aiming to achieve for your website.
In general, B2B or business to business websites have higher bounce rates than B2C or business to customer websites. But each industry has it's own average percentage when it comes to bounce rates. Neil Patel shared this chart on his website which showed the average bounce rate for a range of industries.
From this we can say that if your bounce rate is around 45-60%, then you're pretty average. When you should worry is if it reaches around 70-80% or it is unnaturally low.
Before you make any changes to your site, take the time to analyse which of your pages have high and low rates. See if you can nail down the reasons why, which may include:
Once you have a better understanding, you can take the steps to begin reducing the bounce rate of one or many website pages. Different things you can try to lower the rate include:
Posted: Friday 5 October 2018