What’s the bounce rate and how to reduce it

Paula Cortés 12th September 2018
At the foot of the woman after the jump

The bounce rate is the percentage of visitors to a particular website who navigate away from the site after viewing only one page.

An average bounce rate is usually 40- 60% but we would recommend keeping it somewhere between 40-50%. Anything below that is excellent.

It can be hard to determine exactly what causes a high bounce rate but here are some elements that it’s worth checking.

1. Site speed is a ranking factor for Google and a slow-to-load site is likely to get a higher bounce rate.

2. Title tags and metadata need to be relevant enough and summarise what the user would find on the page. If not, the user will go into the page thinking that it’s about one thing, and find out it has nothing to do with what he/she thought. That’s when the bounce rate goes high.

3. Low-quality content is one of the factors why visitors can bounce away from your website. That’s why it’s important to answer the 5 wh’s questions in the homepage.

4. Pop-up banners can be annoying for visitors so if possible, it’s recommended to avoid them.

5. A non-mobile friendly site could increase the bounce rate as it doesn’t adapt to other screens such as mobile devices or tablets. If your site doesn’t have this feature, it may be worth checking your website design.

6. Lack or excess of call-to-actions (CTAs) can increase your bounce rate as well as a difficult navigation bar. It needs to be intuitive and easy to understand from the visitor’s point of view, which will give an understanding of the website’s structure.

If you have a high bounce rate and you would like to lower it, please feel free to contact us on 01202 677 277.

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