What Is Bounce Rate? Definition, Calculation and Tips!

what is bounce rate

What Is Bounce Rate? Definition, Calculation and Tips!

The term ‘bounce rate’ is important in web design. It describes the number of unique visitors to a website who leave after viewing just one page. Effectively, they are telling the site owner that their content and website design weren’t compelling enough for them to continue to browse the site. Although it could also be irrelevant to the website. For example, the price of the item on sale might be too high, or it’s not available in the right size or colour for them. It could be that the article they read on that one page they visited was all they needed to know, or it could be, perhaps, that the content wasn’t as engaging as they had hoped.

If a website’s homepage has a high bounce rate, the signs are not good. A homepage should be able to draw readers in, to allow them to find what they’re looking for quickly and easily. If they feel the homepage isn’t intuitive to them, they’ll click away, sometimes after only a handful of seconds.

What Is a Good Bounce Rate?

The bounce rate is calculated by dividing the number of single-page visits by the total number of visits to the site as a whole. The lower the number, the better. So, what should be your bounce rate? What is a good bounce rate? It widely depends on what kind of website you have. However as a rule of thumb, ‘good’ bounce rate is generally considered to be around 50%. While an excellent rate can be anything from 25% upwards to the halfway mark. Blogs and news sites generally have higher rates but for other types of sites, the aim should be for a bounce rate lower than 55%.

A low bounce rate indicates that visitors are spending longer on the site, investigating more pages, perhaps reading up on a topic or checking similar items. This may show that the site is giving them the information that they need, or that they are researching a product or topic.

How to Improve?

Here comes the inevitable question. How to improve bounce rates? Again it widely depends on what kind of website you have, user intent, website design, user experience, visitor type, your industry, landing pages and more.  We will share just few examples here yet we plan to publish a detailed guide for lowering the bounce rates.

To improve an e-commerce site’s bounce rate, you may think about what the big online e-commerce sites do. Both eBay and Amazon have similar products linked at the bottom of each sales page. News sites show links to related articles or pieces on the same person. Even blogs have links to the other relevant posts on the side or at the end of the post.

Another option to improve a site’s bounce rate is to group the items or articles together at the end of the page. So if the visitor is looking for a particular piece or style, or reading up on a given topic, they will easily be able to find similar pages on the site. And click through to read them.

But if the site’s owner or web designers doesn’t help them out, the visitor won’t be able to find anything they need on the site. Therefore they will become one of the statistics who bounces away after a short time. It’s worth some time and effort to ensure this is not always the case, though.

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