Bounce Rate

Joran Hofman
March 6, 2021

What is Bounce Rate on a Website and what does it mean?

Bounce rate is a term used on the Internet to measure, in percentages, the visitors that enter a website and then leave without doing more searches within that site, each time this occurs, it is counted as a bounce.

What is a Good Bounce Rate?

Defining an acceptable standard in a Bounce Rate can be tricky due to the number of factors that must be considered. Among some of these factors, we have:

  • The purpose of the website
  • The website design
  • The branch of industry of the website
  • The content of the website
  • The type of website (online stores, online catalogs, digital portfolios, web directories, blogs, corporate, educational, forums, government websites, etc.)
  • The type of device from which the website is accessed  (mobile phone, tablet, desktop pc, etc)

In general terms, the percentages that are good are those between 26% and 40%.

The average is between 41% and 54%.

Those with high bounce rates are between 55% and 69%.

And if the bounce rate is above 70%, it is a red flag.

It should be remembered once again that these numbers must be analyzed alongside other factors.

Recommend tool: Google Analytics

Is a High Bounce Rate a Bad Thing?

It depends on several factors:

If a page’s success depends on users entering and interacting more thoroughly on that page, then yes, a high bounce rate is a bad sign. For example, the home page is the gateway to the rest of the site where the relevant information is.

If, on the other hand, it is a single-page website, such as a blog, then a high bounce rate is normal to some extent.

Another case is blogs, where the content is updated every so often, and users enter only to check if there is new content. If from the home page they see that there is nothing new, they leave the site immediately, it is not bad; they simply enter to get an update and voila.

Recommend Reading: Factors that impact your Bounce Rate

Why is Bounce Rate Important?

The bounce rate is one of the most important measurement ways to diagnose if a web page is working well or not. And if it generates sufficient and relevant interest in users to make them stay on the web.

Each company, or in this case, website, has a specific objective, be it adding a new registration or subscriber, an electronic purchase, a download of a material, a request for a quote, or providing some relevant information.

Suppose a user enters a web page from a search engine or directly from an address and when entering the page they exit immediately without interacting with it in any way. In that case, this may indicate that there are aspects that should be reviewed on the page.

This is why the bounce rate should be monitored; this will help a company to get information about the effectiveness of the calls to action and the message, and thus establish optimizations and improvement plans to reduce the bounce and increase the conversion.

Recommend Tool: Unbounce

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