Bounce rate: What is it, and why should I care about it if I have a website?
Elise is a Squarespace web designer & Circle member from Baltimore, MD.
Client exchanges about web design
I had an email exchange with a client last week about their website. Specifically, they wanted me to direct traffic to another website to complete a booking task. I explained why this is never in your website’s best interest regarding SEO (search engine optimization).
However, while explaining, I realized that if she didn’t understand Bounce Rate, she probably would not understand my explanation.
What is bounce rate?
Bounce rate is the percentage of time it takes people to leave your home page or any other page after visiting it.
Typically, you would like your visitors to stay on for a few or more minutes, click on buttons, and ultimately fulfill a call to action. The typical bounce rate for websites can significantly differ across various industries, generally falling between 41% and 55%. A bounce rate in the range of 25% to 40% is considered top-tier, while rates above 70% may suggest potential problems unless the page is a landing page or a blog. (SEMrush)
Photo: Hawk SEM Digital Marketing Agency
What leads to high bounce rates?
Poor Website Design: cluttered, outdated designs with inconsistent branding or visuals can be confusing.
Slow Load Times: pages or features that take too long to load, causing visitors to leave the site.
Irrelevant Content: Misleading, poorly written content or content that lacks real value.
Mobile Optimization Issues: Websites that are not mobile-friendly can lead to high bounce rates if users can’t access them from smartphones or tablets.
Intrusive Pop-ups and Ads: Overly aggressive advertising or pop-ups can interrupt the user experience.
Complex Navigation: If users cannot find what they are looking for quickly, they may choose to leave.
Lack of Clear Calls to Action (CTAs): If users do not know what to do next, they may exit the site without taking any action. Effective CTAs guide users toward their next steps, like reading more content, signing up for a newsletter, or making a purchase.
Targeting the Wrong Audience: Attracting visitors who are not interested in your content or offerings can lead to higher bounce rates.
Technical Issues: Broken links, 404 errors, and other technical problems can frustrate users. Regular website maintenance and content updates can help relieve these issues.
Why should I care if my website’s bounce rate is high?
A high bounce rate on your website can indicate various underlying issues that could affect your online presence and business success. For example, maybe you need to review the quality of your site’s content. Are you addressing the needs of your target audience?
A high bounce rate may signal issues with your website's design or functionality, such as slow loading times, confusing navigation, or poor mobile optimization, which can frustrate users and cause them to leave your site without exploring any further.
What can I do to keep visitors on my website?
Improve Content Relevance: Ensure that your content aligns with what your target audience is searching for. Use keywords effectively and provide valuable information.
Enhance User Experience: Streamline your website's navigation, optimize for mobile devices, and ensure fast loading times to keep users engaged.
Use Clear Calls to Action: Make it easy for visitors to understand what action you want them to take next.
Analyze and Adjust: Use analytics tools to track where users drop off and make necessary adjustments to retain their interest.
If you’ve done all of the things listed above, keep working on your SEO. Use the information you pull from your analytics to improve your website's SEO.
It’s important to remember that a high bounce rate is not always a bad thing. If you have a one-page website like a blog or landing page, it’s more common. On the other hand, a site with multiple pages should have a lower bounce rate if your content is driving visitors to navigate to different pages.
You can typically find your site’s bounce rate on your website or by using Google Analytics.