A high bounce rate is one of the biggest red flags for issues with your website's content or design. But what exactly is bounce rate, and what’s considered a “good” or “bad” number?
In this comprehensive guide, we’ll cover everything you need to know about reducing your website’s bounce rate and improving conversion rates.
Bounce rate is the percentage of visitors who enter your website and leave (“bounce”) without viewing any other pages.
It's calculated by dividing total bounces by total visitors or pageviews:
Bounce Rate = (Bounces / Site Visits) x 100
For example, if you had 100 visitors and 25 of them bounced, your bounce rate would be 25%.
Bounce rate differs from exit rate, which is the percentage who leave from any page - not just the landing page. Exit rate will nearly always be higher than bounce rate.
A high bounce rate typically signals issues with your content or web design. Common problems include:
- Slow page load speeds
- Confusing navigation
- Low-quality content
- Weak calls-to-action
- Poor mobile optimization
By reducing bounce rate, you can improve conversion rates and revenue. Visitors who view multiple pages are more engaged and likely to convert on your goals like email signups, downloads, purchases, etc.
Acceptable bounce rates vary widely by industry. For example:
- News sites: 40-60%
- Ecommerce sites: 20-40%
- Blogs: 30-60%
- Service sites: 30-50%
Anything over 60% is generally considered high across the board.
Bounce rates are also normally higher on mobile than desktop. The average mobile bounce rate is around 30% higher compared to desktop.
When comparing your bounce rate to competitors or benchmarks, make sure to do statistical significance testing. Small changes month-to-month may be due to random chance rather than actual improvements.
Here are proven strategies to reduce your website’s bounce rate and boost conversions:
Optimize for Faster Page Load Speeds
Bounce rate increases significantly as page load time increases. Test your site speed and optimize images, code, hosting, and more. Faster speeds lead to higher user engagement.
Improve Website Navigation
Confusing menus and navigation frustrate users and cause them to leave. Ensure users can easily find what they’re looking for through sitemaps, menus, internal links and clear CTAs.
Create Useful, Engaging Content
Low-quality content is a top reason for bounces. Produce content that solves user needs and pain points. Optimize pages for keywords they are actually searching. Include quality images, videos, examples, and infographics to boost engagement.
Use Clear Calls-to-Action (CTAs)
Without clear next steps, visitors won't know what to do on your site. Use strategically placed CTAs to guide them to desired actions like subscribing, downloading, registering, etc.
Test Landing Page Layouts and User Flows
Run A/B tests on your landing pages to see if alternate layouts, copy, headlines and flows reduce bounce rates. Watch user recordings to identify UX issues.
Analyze Qualitative Factors Influencing Behavior
Dig deeper into qualitative reasons visitors may be bouncing through surveys and session recordings. See if site design, confusing messaging, or lack of trust are causing problems.
Track Bounce Rate Over Time
Use analytics platforms like Google Analytics to monitor bounce rate changes over time. Compare to goals like conversion rates and page depth to see the impact.
By following these tips, you can reduce frustrating bounces, boost engagement, and ultimately get more visitors taking action on your site. Measure results and continuously optimize using data.
Lowering bounce rates takes work, but pays off tremendously in the form of higher conversions, revenue, and customer loyalty. Use this guide to set your website up for long-term success.
