by Patrick Chemoul
Want to know what is a good bounce rate in 2019 and how you can improve yours?
Well, then don’t bounce off.
Stick around and I’ll tell you everything you need to know to improve your website’s bounce rate in 2019 and beyond.
In this post, you’ll not only understand bounce rate – Google analytics' most misunderstood metric – but also know the answers to the following questions:
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Bounce rate is the percentage of your website's visitors who didn't stick around and bounced off after viewing the page where they landed.
This page is called the entrance or the landing page.
In Google’s words, it’s the percentage of people that leave your website without doing anything or browsing any further.
Like bounce rate in email marketing, which can be due to a number of reasons belonging to either hard bounce or a soft bounce type.
A website bounce can also be due to several reasons.
Even if a visitor doesn't leave for 30 minutes, which some consider a bounce rate time limit, it is still a bounce because any page he views after this time will be recorded afresh.
But we'll discuss more on factors responsible for your high bounce rate in a bit.
Let's learn how to calculate your site's bounce rate.
Google Analytics, your bounce rate checker, calculates your site-wide as well as single page bounce rates, using Rb = (Tv / Te) formula.
Where Rb stands for Bounce rate, Tv stands for a Total number of visits, and Te stands for Total entries to a page.
Your site-wide bounce rate is the average number of bounces across your entire site divided by the total number of visits on your site within a given period.
Whereas, your single page bounce rate is the total number of bounces divided by the total number of visits on that particular page within a given period.
For instance, if 30 visitors leave your website without navigating into other pages, and there are 100 visitors overall, your bounce rate will be 30%.
It can be your site's code, speed, presentation, content, links or all of these that could bounce your visitors off.
But some of the most common bouncing-off routes your visitors take are:
Too low and too high are certainly unwanted spots when it comes to where your bounce rate should be.
On average maintaining a lower bounce rate is an essential part of your SEO.
Normally, your bounce rate should be between 26% - 70%.
On average you should maintain between 41% - 55%.
However, if you could lower it down to 26% - 40% that's excellent.
A good bounce rate is always a relative thing.
It depends on a number of factors including your business type, industry, country, as well as types of devices that visitors use to access your site.
Since Google Analytics' benchmarking provides you with a quick visualization of industry-wide average bounce rate, it can help you set a target for your site.
Through its benchmarking feature, you can compare industry averages.
It shows both site-wide bounce rate as well as section-specific bounce rates.
If you find a site-wide average too broad to be a helpful benchmark, you can use section-specific bounce rates.
According to Custom Media Labs these are bounce rate benchmark averages for the most common kinds of websites:
If you interpret your bounce rate in isolation, it can be severely misleading.
Therefore, it is important to consider factors such as the type of your website, the purpose of pages, your message, call of action and alike.
If you run a news website your bounce rate can be between 65% - 90%.
However, if it's a B2B website the bounce rate is likely to be between 25% – 55%.
Similarly, the purpose of your webpages also influences your bounce rate.
If it's an informative page then it will have a high bounce rate because visitors will close it after reading the information.
And there's nothing wrong with that, it's totally ok.
However, if a landing page that asks people to subscribe to your newsletter has a high bounce rate, it's not okay. This means visitors are leaving without subscribing.
In this scenario, you can lower your bounce rate by optimizing your page's design, content, call-to-action and overall user experience.
Similarly, if your page lures visitors promising a free resource and then asks them to subscribe to your newsletter, this can have a high bounce rate.
In this scenario, having a clear message like, "Subscribe to our newsletter and get a free ABC Guide," can decrease your bounce rate.
A clear call-to-action helps your visitors know that in order to get a free resource they have to do something.
However, when interpreting your bounce rate, it's also important to evaluate your product/service, message, presentation, call-to-action, and overall user experience.
Pages that have multiple calls have higher bounce rates because they fail to engage visitors.
If you have a blog surrounded by products/services, separating the two can improve your bounce rate.
Well, yes and no.
It depends on how low it is.
Generally, a low bounce rate indicates that your site is doing well, whereas, a high bounce rate means it isn't.
And there can be a problem with its design, security, accessibility, or functionality.
Ideally speaking, a low bounce rate that is below 30% but above 26% is not good: it's excellent.
But does it exist?
In my daily experience, I see over 95% of websites with bounce rates between 40% - 50% and only 5% or less than that with bounce rates below 40%.
However, if your website's bounce rate is suspiciously low, let's say lower than 10%, it is a signal that something is broken.
A too low bounce rate such as 2% is an indication that your website's analytics code isn't inserted properly or there is another technical issue that requires an action.
But most of the time the problem is in/around Google Analytics code.
A duplication of Google Analytics code, or double tagging, can send two page views instead of one, causing a 0% bounce rate.
It can happen to any website that gets a duplicate code, say one in the header and the other in the footer.
Use these 12 proven methods to lower your bounce rate in 2019 and beyond:
1. Improve Your Site's Security
This may not seem obvious but an HTTPS site is not only more secure but also loads significantly faster than an HTTP site.
Compare the load times of the unsecured HTTP and HTTPS versions of your site.
Or run an HTTP vs HTTPS Test.
2. Optimize Your Site's Speed
Sites that load slower have high bounce rates and consequently lower conversion rates.
In Google's words "speed equals revenue".
3. Make It Mobile Friendly
According to Google more than half of the overall web traffic comes from mobile, and 53% of these visitors leave a page that takes longer than three seconds to load.
4. Improve Your Site's Design
Your site navigation, layout, colors, font style, and font size everything should add to your user experience, UX.
And if it fails, your visitors are likely to bounce off.
5. Demonstrate Relevancy
If your site fails in demonstrating relevancy to your target audience they will bounce off as soon as they get to your site.
Your visitors will decide in the first few seconds whether your site is relevant to them.
6. Prove Credibility
After deciding whether your site is relevant to them, your visitors make sure if they can trust you.
Inspire trust and believe in your visitors.
This is your chance to prove your credibility. Use testimonials, use case studies, use whatever it takes.
7. Make Your Content Readable
If your content is not easy to read and easy to understand visitors are going to bounce off.
Keep your paragraphs short, to the point and scannable.
8. Stop Pop-ups
Pop-ups are annoying. No one wants them.
Especially when they happen as soon as your visitors get on your website.
9. Re-write Your Call-to-action
Generic calls don't motivate. They don't make visitors do anything and they bounce off. Create compelling call-to-action and make it visible.
10. Freshen Up Your Blog
People looking for "bounce rate email in 2019" won't read your several years' old post.
Fresh content not only reduces your bounce rate but also increases your site's freshness score.
11. Start Writing Meta-descriptions
Your site's meta-descriptions tell search engines as well as searchers what it is about.
This sends only right visitors to your site, reducing your bounce rate automatically.
12. Make Links Open In New Tabs
Forcing your visitors to open links in the same tab creates back button fatigue for them.
This means your visitors will go to a new page every time they click on a link and then click the back button to return to the page they were. This decreases your page views.
In this post, I have answered what is a (good) bounce rate and how it is calculated.
I have shown how you should and should not interpret your bounce rate.
I have also shared what bounce rate you should aim for depending on the type of your business, industry, country, and other factors.
Further, I shared 12 ways that you can use to reduce your website's bounce rate and boost your conversions.
If you are looking for an SEO expert, who could reduce your bounce rate and improve your search ranking, schedule a call/meeting today.
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