In simple terms, a bounce rate is the percentage of visitors who land on your website and leave without interacting further – that is, they leave after viewing just one page. They neither click on a menu item, nor follow any of your internal links.
Imagine you run an online store, and a customer walks in (or in this case, clicks in), glances around the homepage, and walks out without exploring any further. That’s a ‘bounce.’ High numbers could suggest that your site’s landing page isn’t relevant to the visitors, or the page didn’t provide the information the visitors were expecting.
However, a high bounce rate isn’t always bad. If a user lands on a blog post from a search engine, reads the entire article, then leaves, that could still constitute a ‘bounce.’ It may not necessarily reflect poorly on your website – the user found what they were looking for, after all.
Regardless, it’s important to keep an eye on your numbers. If your rate is higher than average, it might be worth reviewing the user experience of your landing pages. Is your content engaging and relevant? Is your site easy to navigate?
What is a good bounce rate?
Defining what a ‘good’ bounce rate is can be somewhat nuanced as it largely depends on the type of website and its purpose. For example, if you have a single-page website or a blog where you expect users to find all the information they need on one page, a high bounce rate might not necessarily be a bad thing. It could simply mean that users are finding the information they need quickly and without needing to navigate elsewhere on your site.
On the other hand, for an e-commerce site or a website that aims to guide users through multiple pages, a high bounce rate could indicate that users are not finding what they need, or the site is not engaging enough to encourage further exploration.
As a general benchmark, many industry experts suggest that a bounce rate between 26% and 40% is excellent. 41% to 55% is roughly average, while 56% to 70% is higher than average. Anything over 70% is disappointing for everything outside of blogs, news, events, etc. But these are broad brushstrokes, and what’s ‘good’ can vary significantly depending on your specific website type and industry.
Ultimately, reducing your bounce rate is about providing value to your visitors. The more they engage with your site, the lower it will be. It’s all about creating a positive, seamless user experience that encourages visitors to stick around and explore what you have to offer.