The important takeaway is that your website architecture and any Google Analytics customizations can affect the bounce rate you see in your reports. It is essential to set up your Google Analytics implementation to reflect your business objectives, so that bounce rate matches what you expect and consider a reasonable bounce rate for your industry and business. A site-wide bounce rate is an average that hides the detail. Focusing on the overall bounce rate would be a little like planning a trip to Russia based on the average temperature for the year.
If you pack your suitcase based on an overall average of 15 degrees Celsius 59 Fahrenheit , then you will be in for a bit of a shock if you arrive in December! The same applies to bounce rate; you need to look at individual pages or sections of your website, instead of the bounce rate for your whole website.
Once you understand how bounce rate is calculated, it becomes clear how misleading it can sometimes be to compare different websites. Bounce rate depends amongst other things on your implementation, website architecture, industry, page type, and marketing channels.
These all need to be considered for proper context. Both bounce rate and exit rate are metrics that indicate when and where visitors leave your website. Many people confuse them, but they are not the same metric. The difference is that a bounce will be reported only when there is a single-page session while exit rate reports for both single-page and multiple page sessions.
An example is when a user visits your website homepage, spends time on the page and exits without interacting further or clicking through anything. This will contribute to the bounce rate, attributed to the homepage. On the other hand, if the user visits your website homepage, clicks through to your product page, then goes to the category page and leaves the site, the exit rate will be affected.
The 'exit' in this case, will be attributed to the category page. While not every exit is a bounce, every bounce is an exit. It could also mean that all the users who visited that page went on to navigate other pages on your website.
This is however, generally not the case. It could be as a result of technical problems occurring on your page. Bounce rate is the percentage of single page-sessions on your website. This means that a user leaves your site from the landing page and does not navigate further. High bounce rate can be a red flag, but it also heavily depends on the specific page. This means that if you do not interpret bounce rate in the correct way, it can be misleading. For example, Custom Media Labs found that different types of websites had completely different Bounce Rates.
ConversionXL discovered that email and referral traffic had the lowest Bounce Rate. Exit Rate is similar to Bounce Rate , with one major difference:. Then, they click over to Page B. Ugly Design: Ugly design can kill your Bounce Rate. People largely judge your site based on design first … and content second. Bad UX: Yes, your site should look good. But your site also needs to be super easy to use. And the easier it is for people to read and navigate around your website, the lower your Bounce Rate will generally be.
In fact, a bounce can be a sign that your page gave someone exactly what they wanted. This page has everything you needed to make this recipe: ingredients, detailed instructions and pictures. Video hosting company Wistia found that adding videos to their pages more than doubled their average time on page. In fact, we recently analyzed the difference in Bounce Rate for pages with and without an embedded video.
Bucket Brigades are one of the best ways to improve your Bounce Rate on landing pages and blog posts. And when you add a handful of Bucket Brigades to your content, you keep people reading your page. A Google analysis of 11 million landing pages found that slow loading speed correlated with higher Bounce Rates.
You can cite your own personal experience, results from a customer, or your education and credentials. This transition is like a little Bucket Brigade that encourages them to scroll down. Google is by far the 1 traffic source online. Some have active internet marketing campaigns. The majority do not. The sample set is all over the place. The highest bounce rate was The low across all including broken implementations was 1.
As a rule of thumb, a bounce rate in the range of 26 to 40 percent is excellent. Anything over 70 percent is disappointing for everything outside of blogs, news, events, etc. The chart above plots out the number of websites that fell within a particular range from the sample set. On the other hand, a bounce rate that low may also reflect a lack of dynamic blogs, news, etc.
Of the websites I reviewed, sixteen fell between 30 to 40 percent, and another sixteen fell between 40 to 55 percent. The bounce rate for the average website is more likely to dance to the tune of 40 to 55 percent. It all depends on the website, which is why it is important to….
To set an appropriate baseline, consider the intent of the user and the purpose of the content. They get the information. They leave. In an online apparel store, visitors will probably shop around for a bit. The bounce rate there would ideally skew lower. An upward trend is particularly alarming for ecommerce because when users leave the site too quickly, that almost certainly translates to lost sales.
Take devices into consideration. Mobile users are more likely to bounce across the board, so it should reasonably follow that any website with a large, growing percentage of mobile traffic will see a higher bounce rate. Tablets are not especially predictable—sometimes they bounce less than desktop, sometimes more. Generally, expect mobile bounce rates to ring in about 10 to 20 percent higher than desktop. The former hints at a problem with the analytics setup, the latter with the website.
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