The bounce rate of a site is important because it shows how people are engaging with a page’s content or user experience, or more importantly, how they aren’t.
When someone visits only one page of your website and does nothing there before leaving, this is called a “bounce.” More specifically, a website’s bounce rate shows how many people leave a page without doing something like buying something, filling out a form, or clicking on a link.
As a marketer, you should know what bounce rate is and how it affects your digital marketing strategy as a whole. For example, a high bounce rate could mean that your page takes too long to load, which is a technical SEO problem.
In this guide, we’ll talk about what makes a good bounce rate and how to improve yours. This will help your conversion rates and organic search rankings.
What Is a Good Bounce Rate?
You need to know the difference between a high bounce rate and a low bounce rate to know what a good bounce rate is for your site.
A high bounce rate means that a visitor stays on your site for a short time, looks at one page, and then leaves. A low bounce rate means that people stay on a page for a long time and click on links.
A high bounce rate isn’t always a bad thing, depending on how you look at it. A good bounce rate and a bad bounce rate are relative terms whose meanings can change based on different factors, subjective ones.
Think about how a site is put together as another way to think about this. Let’s consider an eCommerce site. For example, the homepage might have the highest bounce rate of any page because you want people to stay on landing pages where they can buy something, like a product page.
So, what is a good rate of bounce? A bounce rate between 56% and 70% is high, but there could be a good reason for this. A bounce rate between 41% and 55% would be considered average. The best bounce rate would be between 26% and 40%.
Our Traffic Analytics Tool makes it easy to check a page’s bounce rate. It also shows a page’s average visit length, number of page visits, and the total number of unique visitors.
Bounce Rate vs. Exit Rate
The exit rate is another term that often comes up when people talk about bounce rates. Some people don’t know the difference between a bounce rate and an exit rate because the two are similar.
The exit rate is the number of people who leave a page, even if they didn’t land there. This is the opposite of the bounce rate, which is the number of single-use sessions.
So, if someone lands on page 1 of your site and then clicks the back button on their browser to go back to the page that led them there, that’s a bounce. But if they land on page 1, go to page 2, and then close their browser or go to another site, that’s considered an exit.
Since they went to a different page after clicking on page 1, that can’t be called a bounce. Page 2 can’t either, since it wasn’t the first page the person went to.
In terms of analysis, a bounce may mean that people aren’t interested in a site, but a high exit rate could mean you’re having trouble with conversion rate optimization (CRO).
Even if someone is interested enough in your site to look at more than one page, they are probably going to go back to the search engine to find what they need.
How to Lower Bounce Rates
If you want to lower your bounce rate, you should think about the things that can hurt it, such as:
- Slow page speed
- Unnecessary plug-ins
- Poor usability
- Title tags and meta descriptions that aren’t properly optimized
- Blank pages and technical errors
- Low-quality content
- Pages that aren’t mobile-friendly
- Improperly implemented Google Analytics setup
So, if you want to lower your bounce rate, you can do several things. Some of the most important ones are:
Review the Pages With the Most People Leaving
Go to Behavior > Site Content > Exit Pages in Google Analytics to see which pages have the most people leaving.
This will show you the pages where people leave your site the most and let you know if they went straight to an exit page or came from another page.
You can use both kinds of information to make changes that will lower your bounce rate.
Review In-Page Analytics
Keep in mind that you can easily check a page’s bounce rate with our Traffic Analytics Tool. If you want a more in-depth look, you can also run the page through Google Analytics.
You can look at bounce and exit problems from different angles with Google Analytics. The “All Pages” report shows the bounce rates for each page, while the “Audience Overview” report shows the overall bounce rate for your whole site.
You can also look at the bounce rate for each channel grouping in the “Channels” report, and the “All Traffic” report shows bounce rates for each source/medium pair.
After making changes, you can use the Optimize tool to test out different versions of your site pages to see which ones get people to interact with your site more.
Check Time on Site
To make sense of your bounce rate data, you need to look at it alongside other metrics. For example, it’s important to compare time-on-site metrics with other metrics.
This can help you figure out if a problem is on the whole site or just on one page. If your blog page has a high bounce rate and low time on site, you know that the content isn’t doing its job.
Utilize A/B Testing
A/B testing is a great way to find out which of your ideas for making your site better work best. You might sell a product on two different pages, Page A and Page B, with different designs and calls-to-action (CTAs).
To run an A/B test, you would show half of your visitors one page and the other half the other page. The results should show you which page makes people stay on your site longer.
Optimize for Mobile
Since more and more people are using mobile devices to access the Internet and Google gives mobile the most weight, your site needs to be optimized for this kind of traffic.
Even if a website is well-designed, if a page takes too long to load on a smartphone, the user will go elsewhere to find what they need.
Make Your Pages Easy to Read
You have a lot of grey text on a page, so it’s not surprising that people leave quickly. You should use more white space, larger font sizes, subheadings to break up large blocks of text, and shorter, easier-to-skim paragraphs to make the page more inviting and easy to read. Be like Hemingway and not like Tolstoy.
Include Clear CTAs and Consider Their Placements
If a page has good, well-optimized content, you should think about what you want visitors to do next. A good call to action should get people to do this.
You can have more than one CTA, but if you have too many, they might confuse or turn people off and not work. It’s important where the CTA button is on the page, what color it is, what copy it has, and how big it is. Apple, for instance, says that CTA buttons should be at least 44 pixels tall.
Revise Your Meta Description
Sometimes, lowering bounce rates is as simple as setting clear goals. If your page’s title, description, and URL don’t match what’s on the page, people will leave.
The meta description should include the keywords you want to rank for. If the search page meta description makes someone want to visit your page and you deliver what you promised, you have a good page.
Target High-Value Traffic Keywords
A keyword isn’t just a keyword. Some things are more important than others. These keywords can be different depending on where you are in the sales funnel, whether you’re trying to get people to your site and establish your authority or you’re trying to sell to people who are already interested in what you have to offer. If you choose a keyword that brings people to your site, you need to make sure you have the right content to back it up.
How to Use SEO to Improve Your Bounce Rate
Bounce rate is a key ranking factor, and it’s also a good indicator of how healthy your site is. Semrush has tried-and-true SEO tools that will help turn people who leave your site in large numbers into people who stay and are ready to do business.
Semrush has the tools you need to do better competitive research, keyword research, link building, rank tracking, on-page SEO, and technical SEO.
For example, with our On-Page SEO Checker, you can enter the URL of the page you want to check for keyword opportunities or to see how well the keywords you have in mind will work.
The results will give you ideas for content, backlinks, strategy, user experience (UX), and a lot more. By using them, you can turn high “bounce rates” into “jump for joy” rates as you get more visitors who stay on your site.