What’s bounce rate?

Bounce rate is a metric that measures the percentage of people who land on your website, and do completely nothing on the page they entered. So they don’t click on a menu item, a ‘read more’ link, or any other internal links on the page. This means that the Google Analytics server doesn’t receive a trigger from the visitor. A user bounces when there has been no engagement with the landing page and the visit ends with a single-page visit. You can use bounce rate as a metric that indicates the quality of a webpage and/or the “quality” of your audience. By quality of your audience I mean whether the audience fits the purpose of your site.

How does Google Analytics calculate bounce rate?

According to Google bounce rate is calculated in the following way:

Bounce rate is single-page sessions divided by all sessions, or the percentage of all sessions on your site in which users viewed only a single page and triggered only a single request to the Analytics server.

In other words, it collects all sessions where a visitor only visited one page and divides it by all sessions.

Having a high bounce rate can mean three things:
1. The quality of the page is low. There’s nothing inviting to engage with.
2. Your audience doesn’t match the purpose of the page, as they won’t engage with your page.
3. Visitors have found the information that they were looking for.

I’ll get back to the meaning of bounce rate further below.

Bounce rate and SEO

In this post, I’m talking about bounce rate in Google Analytics. There’s been a lot of discussion about whether bounce rate is an SEO ranking factor. In my opinion, I can hardly imagine that Google takes Google Analytics’ data as a ranking factor, because if Google Analytics isn’t implemented correctly, then the data isn’t reliable. Moreover, you can easily manipulate the bounce rate.

Luckily, several Googlers say the same thing: Google doesn’t use Google Analytics’ data in their search algorithm. But, of course, you need to make sure that when people come from a search engine to your site, they don’t bounce back to the search results, since that kind of bouncing probably is a ranking factor. It might be measured in a different way though, than the bounce rate we see in Google Analytics.

From a holistic SEO perspective, you need to optimize every aspect of your site. So looking closely at your bounce rate, can help you optimize your website even further, which contributes to your SEO.

How to interpret bounce rates?

The height of your bounce rate and whether that’s a good or a bad thing, really depends on the purpose of the page. If the purpose of the page is to purely inform, then a high bounce rate isn’t a bad thing per se. Of course you’d like people to read more articles on your website, subscribe to your newsletter and so on. But when they’ve only visited a page to, for instance, read a post or find an address, then it isn’t surprising that they close the tab after they’re done reading. Mind you, also in this case, there’s no trigger sent to the Google Analytics server, thus it’s a bounce.

A clever thing to do, when you own a blog, is creating a segment that only contains ‘New visitors’. If the bounce rate amongst new visitors is high, think about how you could improve their engagement with your site. Because you do want new visitors to engage with your site.

If the purpose of a page is to actively engage with your site, then a high bounce rate is a bad thing. Let’s say you have a page that has one goal: get visitors to subscribe to your newsletter. If that page has a high bounce rate, then you might need to optimize the page itself. By adding a clear call-to-action, a ‘Subscribe to our newsletter’ button, for instance, you could lower that bounce rate.

But there can be other causes for a high bounce rate on a newsletter subscription page. In case you’ve lured visitors in under false pretenses, you shouldn’t be surprised when these visitors don’t engage with your page. They probably expected something else when landing on your subscription page. On the other hand, if you’ve been very clear from the start with what visitors could expect on the subscription page, a low bounce rate could say something about the quality of the visitors – they could be very motivated to get the newsletter – and not per se about the quality of the page.

Bounce rate and conversion

If you look at bounce rate from a conversion perspective, then bounce rate can be used as a metric to measure success. For instance, let’s say you’ve changed the design of your page hoping that it will convert better, then make sure to keep an eye on the bounce rate of that page. If you’re seeing an increase in bounces, the change in design you’ve made might have been the wrong change and it could explain the low conversion rate you have.

You could also check the bounce rate of your most popular pages. Which pages have a low and which pages have a high bounce rate? Compare the two, then learn from the pages with low bounce rates.

Another way of looking at your bounce rate, is from a traffic sources perspective. Which traffic sources lead to a high or a low bounce rate? Your newsletter for instance? Or a referral website that sends a lot of traffic? Can you figure out what causes this bounce rate? And if you’re running an AdWords campaign, you should keep an eye on the bounce rate of that traffic source as well.

Be careful with drawing conclusions though…

We’ve seen loads of clients with a bounce rate that was unnaturally low. All alarm bells should go off, especially if you don’t expect it, as that probably means that Google Analytics isn’t implemented correctly. There are several things that influence bounce rate, because they send a trigger to the Google Analytics server and Google Analytics falsely recognizes it as an engagement. Usually, an unnaturally low bounce rate is caused by an event that triggers the Google Analytics server. Think of pop-ups, auto-play of videos or an event you’ve implemented that fires after 1 second.

Of course, if you’ve created an event that tracks scrolling counts, then having a low bounce rate is a good thing. It shows that people actually scroll down the page and read your content.

How to lower high bounce rates?

The only way of lowering your bounce rate is by amping up the engagement on your page. In my opinion, there are two ways of looking at bounce rate. From a traffic perspective and from a page perspective.

If certain traffic sources have high bounce rates, then you need to look at the expectations of those visitors coming to your site. Let’s say you’re running an ad on another website, and most people coming to your site via that ad bounce, then you’re not making their wish come true. You’re not living up to their expectations. Review the ad you’re running and see if it matches the page you’re showing. If not, make sure the page is a logical follow-up of the ad or vice versa.

If your page lives up to the expectations of your visitors, and the page still has a high bounce rate, then you have to look at the page itself. How’s the usability of the page? Is there a call-to-action above the fold on the page? Do you have internal links that point to related pages or posts? Do you have a menu that’s easy to use? Does the page invite people to look further on your site? These are all things you need to consider when optimizing your page.