If you have a website for your business, you will want it to deliver the best possible results. This means getting people to visit your website but if you have talked to a website developer in Auckland or any other expert in the industry, you will know that the number of visitors is only one measure of success.
Where does bounce rate fit into this?
Bounce rate is a metric that comes up a lot – it’s even one of the main summary metrics on Google analytics.
What is bounce rate, though?
Bounce rate is the percentage of people who visit your page but leave without doing anything else. So, they visit one page and then leave without looking at any other pages or clicking on any links.
Your instincts are probably telling you that a high bounce rate is unlikely to be a good thing. After all, you want people to engage with your business for as long as possible. Part of doing this would be viewing more than one page on your website.
With bounce rates, however, it’s not as simple as saying high bounce rates are bad and low bounce rates are good. That leaves an obvious question: what is an acceptable bounce rate for your business?
What is a Good Bounce Rate to Have?
This is an almost impossible question to answer as the acceptable bounce rate for your website depends on your industry, your audience, your business, and the type of website you have.
For example, if you have a news website that gets a lot of traffic from social media as well as Google, you might have a high bounce rate but deem that to be acceptable. This is because people using news websites often click on a news article they find on social media and then leave the website once they have finished reading it.
A service business, on the other hand, or an e-commerce store is likely to want as low a bounce rate as possible.
Other Factors that Impact Bounce Rate
- Determining an acceptable bounce rate also depends on the page in question. For example, a high bounce rate on a contact page might be a good thing as it is an indication the user has found what they are looking for.
- Remember that focusing too much on bounce rate can negatively impact user experience. For example, putting lots of features and elements to keep people on your site by attracting them to other sections could make your website look cluttered, messy, and distracting.
- For a range of complicated reasons related to how people use website browsers and how Google works, the bounce rate you see in Google Analytics is not 100 percent accurate.
What Should You Do?
So, taking all the above into consideration, what should you do to improve the bounce rate on your website. The best advice is not to focus on bounce rate too much but instead concentrate on user experience, making it as good as possible.
This will involve your website designer as it includes everything from the layout of your pages to website load times to the structure of the navigation to the content on the page.
That said, a website that is optimised for user experience is more likely to achieve an acceptable bounce rate.