What Is a Good Bounce Rate? (Plus Tips for Improvement)
By Indeed Editorial Team
Published July 17, 2022
The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.
If you run a website, you have probably considered different metrics to determine the health and success of different pages on your site. One metric is bounce rate, and it can be an indicator of the engagement, or lack thereof, that your website generates naturally. Understanding what bounce rate is can help you create effective websites that share the information you want. In this article, we discuss what bounce rate is, including what a good bounce rate is, and ways you can decrease the bounce rate of your website.
What is bounce rate?
Bounce rate is the percentage of website users that access a web page, but don't engage with any of the content on it. This means they access a web page but exit the page without clicking on any links or other elements on the page. You can use specialized software to track the bounce rate of your web pages. This software calculates the number of people who bounced off the website compared to the number of people who visited the website. Most software that you use tells you the bounce rate directly, but you can also calculate it using the following formula:
Bounce rate = Number of bounced users / Total number of users
The bounce rate of your website is important for several reasons, including helping you determine:
Whether your target demographics are visiting your website
The quality of the content you include on your website
How fast your website operates
If there are any error pages on your website
The quality of your website's meta descriptions
Whether there is an obstruction to your website
What layouts are best for your audience
Which pages on your website perform the best
The quality of links on your website and if the links are missing or incorrect
What is a good bounce rate?
A good bounce rate depends on the goals of your website. Sometimes, a high bounce rate can be an excellent thing. Blogs usually have high bounce rates, but it is a good thing because blogs answer readers' questions. For example, if a reader landed on your guide about installing CAD on their laptop, then you can expect a high bounce rate as the reader exits the page when finished. Below are other examples of how different websites consider bounce rates:
You may wish to see the reader browsing other pages on your website. To encourage this behaviour and lower your bounce rate, you might add “read more” links or have a pop-up appear when the reader is about to click the exit button.
Contact information pages also have a high bounce rate, as the goal of such pages is to give the reader information to use for something else. Here, a high bounce rate is also a good thing.
For e-commerce websites, however, a high bounce rate is a negative thing because the goal of an e-commerce website is engagement. You want to see your audience clicking on your shop items so that conversion—buying the items—can happen.
Experts consider a good bounce rate for e-commerce websites to be below 45% on average. For other types of websites, a bounce rate is good if it is below 60% on average.
Bounce rate vs. exit rate
While bounce rate and exit rate are similar concepts, there are some key differences between the two. First, bounce rate accounts for when a visitor to a web page lands on the page but doesn't interact with anything there. For example, a visitor can access the page, then use the back arrow to return to a previous page. They can also close out the session entirely, without interacting with the page. Exit rate accounts for users who access a website, navigate from a landing page to another page, and then leave the website. These visitors interacted with some pages, so they don't bounce.
Tips for decreasing your bounce rate
Below are tips you can use to decrease the bounce rate of your web pages:
Identify pages with high exit rates
Some of your web pages may have higher exit rates for a variety of reasons. Identifying pages with high exit rates can show you those pages that receive a lot of traffic and a lot of visitors who leave the page. If a page has a high exit rate, it may also have a high bounce rate. For your website, search each of your pages and note the pages that have a much higher rate than other pages. If all of your pages have a similar exit rate and bounce rate, then you may have a website that engages visitors effectively.
Review the page analytics
Through your identification of web pages with high exit rates and high bounce rates, you can review the page analytics for each one. Remember that different pages have different thresholds for good and bad bounce rates. You can use software to learn more about the page's details. For example, you can check the demographic information of visitors to your web page, and make adjustments to the page to better meet the needs of that demographic.
Check the time users spend on the website
If you notice some pages have high bounce rates while others have low bounce rates, it's important to check the total time users spend on your website. This includes visitors who navigate from page to page using internal links and those who visit only one page of your website. This total time can help you decide if the values for exit rate and the values for bounce rate are within acceptable parameters for your website or if you can address your web pages to make them better for users.
Use A/B testing
A/B testing is a method you can use where you design two web pages with the same content. You create a version A and a version B of the web page with which users can interact. Using this method, half the visitors to your website see one web page version, while the other half see a different web page version. After a measurable period passes, you can review the analytics of both pages to see if they have different levels of engagement. This can help you identify how you can create better web pages for your target demographics.
Optimize your pages for multiple platforms and operating systems
Another tip you can use is to optimize your website and each of its web pages for mobile use, and other operating systems. This can help you keep more visitors because your website is accessible to more people. For example, if a mobile phone user accesses a web page and you didn't format the page for mobile, they're much more likely to exit the page than if they can easily navigate using their phone. This is true for both e-commerce websites and other types of websites.
Adjust meta descriptions, titles, and introductions
Another way you can decrease the bounce rate for your web pages is to adjust meta descriptions, titles, and introductions to your content. A meta description is a brief description of the content a web page has on it and it can bring more visitors to a page. If they see a meta description that doesn't match the content of the web page, they're more likely to exit the page without engaging with the content, contributing to bounce rates. When you use this tip, adjust your meta descriptions, titles, and introductions to match so you present the information the users want.
Include concise calls to action (CTAs)
If you use calls to action, then making them concise and limiting them to key locations on your web page can help visitors engage with them more easily. For example, you can create a call to action at the end of an article that helps a user find more resources that can help them engage with other web pages on your website. You can also place calls to action at the end of the content below headers. This can help you place multiple calls to action on your web page and continue to help users engage.
Use search engine optimization (SEO) best practices
SEO can help you create pages that are effective at providing the content you want. These practices include following keywords, looking for ways to further engage visitors in your content, and using links to other pages of your website to generate traffic to more materials. Following these practices can also help you create ranking web pages for your content based on the keywords you want.
Make your web pages easy to read
Finally, creating web pages that are easy to navigate and read can help visitors use them more effectively. For example, a web page that uses an easy-to-read font and shorter paragraphs, and follows other best practices to make it easier for visitors to read, can help you reduce the bounce rate of the website because your web pages look professional. Other factors you can consider for your web page's quality include the background and font colours, how images separate your text, and the headers you use to navigate.
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