What is the bounce rate of a website?

Can you tell me what a decent bounce rate is?

There is no such thing as a universal standard. Even still, most digital marketing experts believe that a lower bounce rate is preferable. Furthermore, what constitutes a good bounce rate is determined by a variety of factors, including:

Bounce rates that are too high can be disastrous. You spend a lot of money on a great user experience and great content, yet your website visitors aren't interested. As a result, your conversion rate drops, your revenue decreases, and your content marketing ROI decreases.

It's simple to see why so many marketers are obsessed with lowering bounce rates.

Although this SEO metric isn't as black-and-white as it appears, it's certainly worth working on. So keep reading to find out what good looks like. Then, using 13 various tactics, I'll show you how to reduce your bounce rate.

Key Points

  •  Bounce rate reduction can aid in improving user experience and website conversions.
  • There is no single benchmark to which you can measure your bounce rate.
  • The bounce rate isn't factored into Google's algorithm.

What is the bounce rate of a website?

The percentage of single-page sessions with no user interaction events is known as the bounce rate. It's vital to understand that a bounce does not require a visitor to click the back button. They may close the browser window or even leave their computer till the session timer ran out.

The bounce rate of your entire domain, as well as specific pages, is calculated automatically by Google Analytics. Then, using the tactics listed below, you may identify poor-performing landing pages and find out how to reduce your bounce rate.

Can you tell me what a decent bounce rate is?

There is no such thing as a universal standard. Even still, most digital marketing experts believe that a lower bounce rate is preferable.

Furthermore, what constitutes a good bounce rate is determined by a variety of factors, including:

  • Type of website
  • Type of page
  • Industry
  • Intent to search
  • source of traffic
  • The device used to browse

Informational websites, for example, have greater bounce rates than ecommerce sites because people looking for answers are more likely to depart once they've found what they're looking for.

As a result, before you think about how to repair bounce rate issues you may not have, you should benchmark your own website against similar sites. Here are the average bounce rates for a variety of businesses, according to Contentsquare's vast study:

These figures, however, are only estimates. When it comes to assessing and enhancing your website's bounce rate, compare it to those in industries that are similar to yours.

13 methods for lowering bounce rates

What's good for the metric is excellent for users and your business when it comes to improving bounce rates.

In your sidebar, for example, you can enhance page views by suggesting related posts or product pages to website visitors. More importantly, it's a typical conversion rate optimization strategy used in almost all digital marketing campaigns.

Let's take it one step at a time to figure out how to lower your website's bounce rate.

1. Reduce bounce rate by improving page load time.

There are few things more aggravating than visiting a website that takes an abnormally long time to load. Your website must load rapidly if you want to lower your bounce rate.

You may measure the real load time of your website pages using tools like Google PageSpeed Insights or GTmetrix. In Google Search Console, you can also look at the Core Web Vitals area. There, you can observe

which web pages have the slowest load times, as well as suggestions for how to speed up the website.

Your search engine rankings are also affected by page speed. Google has started evaluating page speed and user experience as ranking factors in recent years. A faster page speed enhances SEO by providing a better user experience, and a better user experience typically leads to higher SERP rankings.

2. Include internal connections to reduce bounce rates.

Visitors can use internal links to navigate to other pages on your website. They can get extra high-quality content through both internal and external connections, which addresses their inquiries. More importantly, they're a great way to cut down on bounce rates.

Creating topic clusters is one of the most effective ways to employ internal linking. Topic clusters are collections of related information that are all linked to each other.

A pillar page is a page that comprehensively covers a subject at a high level. In comparison to the pillar page, cluster pages delve significantly deeper into particular subtopics. All of the cluster pages are linked from the pillar page, and vice versa.

Content clusters allow you to anticipate your audience's next questions and provide them with relevant content before they go back to Google. To put it another way, you keep them in your ecosystem while lowering the bounce rate.

3. Fix bounce rate issues by improving mobile responsiveness.

If users can't view your website on mobile devices, your bounce rate will be exceedingly high. If you've ever tried to use your smartphone to explore a non-responsive website, you know how difficult it can be.

As a result, one way to lower your bounce rate is to make sure that every piece of your site is accessible from a mobile device. Every page, from the navigation menu to the contact page to the blog articles, is included.

Google's transition to mobile-first indexing began in March 2021. If your website is not mobile-friendly, you may experience a drop in overall ranking.

4. Increase your bounce rate by using graphic content.

Visuals are an excellent approach to attract visitors' attention and pique their interest. To be clear, these features will not reduce bounce rate on their own because they are designed to keep visitors on a page longer rather than entice them to browse other pages on your site.

Visual content, on the other hand, is more engaging. And if users do actions that trigger events, such as watching a video or downloading a template, this could reduce bounce rate.

CTAs that are compelling are also a great method to aid in the customer journey.

Furthermore, shareable content such as infographics and videos can enhance the quantity of social media traffic to your website.

It's critical to correctly optimise visuals for websites while employing them. When not optimised, it can have a significant impact on the weight and load time of your page, making for a very frustrating visitor experience.

Finally, don't go crazy with the number of videos, widgets, and visuals. White space might sometimes help your vital content shine out even more.

5. Develop engaging experiences to lower bounce rates.

Using interactive content on your website to lower your bounce rate is an excellent approach to do it. There are a variety of ways to incorporate interactive material onto your website, including:

  • Quizzes
  • Infographics
  • SurveysPolls
  • Calculators
  • Personality evaluations
  • Webinars
  • Games
  • E-books

Let's imagine you've written an in-depth blog post about how to pick the best running shoes for various situations. You could include a quiz at the end of the article that asks a series of questions and then provides running shoe recommendations depending on the responses.

This not only lowers your bounce rate, but it also delivers essential information to visitors, increasing the likelihood that they will return to your site in the future.

Adobe provides a nice example. They developed Creative Types, an interactive personality test that can assist designers and artists in determining their creative personality. It also works as a lead generating tool because it demonstrates how artists may express themselves using their equipment.

6. Improve your website's search functionality.

If your website's bounce rate is high, it's possible that visitors aren't finding what they're looking for.

That difficulty can be solved by including robust search capabilities on your website. In addition to search, you should create sensible faceted navigation, particularly for ecommerce sites where information architecture is critical to the user experience.

7. Use A/B testing to reduce excessive bounce rates.

A/B testing allows you to constantly improve your site's user experience, boost your conversion funnel, and reduce bounce rates.

You can A/B test a variety of features on your site, including:

  • Pages for landing
  • Layout
  • Calls-to-action
  • Menus for navigating
  • Opt-ins
  • And there's more...

Begin by looking at pages with a very high bounce rate. Create a hypothesis about likely causes, and then conduct A/B tests to see if your idea is correct.

If you were correct, make the necessary adjustments before moving on to other areas of your website.

8. Align material with the intent of the search

Ensure that your content corresponds to the search intent for each keyword you target to lower bounce rate.

Users are looking for wide, informational pieces of content when they search for broad, top-of-funnel keywords, for example. When consumers click over from the search results, they don't anticipate to find a homepage, product page, or service page. It's a certain method to get them to click the back button if you surprise them with something.

So, while you're writing content, don't just focus about keywords. Recognize your users' goals and provide answers to their questions. If you predict their next question and link to that information, you can reduce bounce rates even more.

9. Make the content more readable

The readability of your content has a significant impact on your bounce rate. Even if your material is relevant to the search query, if it is difficult to read, you will most likely have a high bounce rate.

Remember that a substantial number of your site's visitors use mobile devices with small screens. If you want to lower your bounce rate, you must make your material easy to read.

The following are some basic strategies to improve readability:

  • Make the font bigger.
  • Use a lot of paragraph breaks and stay away from text walls.
  • To make information more skimmable, use a lot of headers and subheadings.
  • Make bullet points out of lists.
  • Images or illustrations can be used as creative elements.
  • Color blocks can be used to highlight critical text

The more legible your material is, the less likely visitors are to leave your site soon.

10. Make title tags and meta descriptions more effective.

Each page's title tags and meta descriptions are displayed in the search results. When optimising these on-page SEO features, it's critical to make them compelling so that searchers want to click through to your pages.

However, it's just as crucial that they accurately reflect the pages' content.

Visitors will believe they were duped into clicking on your website in the search results if the contents of a page change from what was indicated in the title and meta description. You can bet they'll bounce back shortly.

11: Experiment with and improve call-to-action positions.

CTAs, such as email opt-in pop-ups, have the potential to detract from the user experience and boost bounce rates.

Make sure your CTAs are strategically placed so that they don't frustrate visitors while still generating leads.

Heat maps and other behavioural analytics tools can show you how visitors interact with your website, including how they respond to various CTAs.

Place CTAs in various positions to see how visitors react, and then optimise based on the results. Your goal is to strike a balance between persuading people to act and without interfering with the user experience.

12. Minimize pop-ups to lower bounce rates.

Pop-ups can help you develop your email list and increase conversions. They can, however, detract from the user experience and drive visitors to abandon your site. As a result, Google has cautioned that websites that aggressively utilise disruptive interstitials may face penalties.

As a result, try to employ pop-ups that are triggered by certain user actions. If a person reads a considerable chunk of a blog piece, for example, it indicates that they find the content useful.

A pop-up that shows just after a person has read through 65 percent of a page is far less annoying than one that appears as soon as they arrive on your site.

Exit intent pop-ups, which appear only when a visitor is about to leave your site, are another option. These have the potential to retain consumers on your site while not interfering with their experience.

13.Improve the overall user experience to reduce excessive bounce rates

. Improving your website's overall user experience is perhaps the most effective strategy to lower bounce rate.

Make sure you have an appealing design, a user-friendly layout, relevant information, a simple navigation menu, and few advertising.

Use behavioural analytics tools like Mouseflow or Hotjar to identify user friction points. Heatmaps and visitor recordings can help you uncover frustrations and improve your digital experience.

Utilize a combination of Google analytics and behavioural software to assess factors such as:

  • How far down the page do users scroll?
  • The several types of activities that cause a bounce
  • Whether or if users interact with your material but do not act on it
  • Which user groups stay the longest and the shortest?
  • Is it true that mobile users bounce more than desktop users

The goal of this exercise is to discover places of your website where users are having a bad time. Then you may utilise A/B testing to improve your site and lower your bounce rate.

Increase engagement by lowering the bounce rate.

It's easy to become so fixated on analytics that you forget what they represent. The bounce rate of your website is more than simply a number. It's a measure of how successfully you're serving your target market.

It tells you if your site's content answers their inquiries, solves their problems, and adds value to their life.

So, keep your core aim in mind as you work on improving your site speed, A/B testing, or optimising content for search intent. Your goal isn't to achieve a low bounce rate for the sake of it. It's to give visitors to your website the best possible experience.