Bounce rate can be one of the more mysterious metrics when it comes to measuring digital marketing efforts.
It is generally analyzed in order to provide insight into how a site’s overall user experience is.
Google defines bounce rate as:
“The percentage of single-page visits (i.e., visits in which the person left your site from the entrance page).”
Essentially, this means that when a visitor “bounces” from a page, they have left the page and site after only viewing one page.
What’s a Good Bounce Rate?
It is very common for clients to ask us what a good bounce rate is, or what the average bounce rate is. In the past, I’ve usually offered an answer supported by my own anecdotal evidence. I figured it was probably time to put my intuition to the test.
What’s the Average Bounce Rate?
Most websites will see bounce rates fall somewhere between 26% and 70%. The average bounce rate for the websites in my sample set was 49%. The average bounce rate for all visits in the set was 45%. I threw out the outliers—the 1% bounce rates. The highest bounce rate was 90.2%; the low (from a properly functioning profile) was 27.33%. The low across all (including broken implementations) was 1.23%.
How to Reduce Bounce Rate
Below are some actionable tips we have compiled on how to reduce bounce rate and boost user engagement on your site.
Optimize Your Traffic and Content First
Before optimizing your blog to reduce your traffic’s bounce rate, you need to first optimize your traffic and content. Here’s the deal: the traffic you drive to your blog must be interested in what you offer. So if you blog about WordPress and your traffic efforts are bringing in people that are interested in Drupal or Joomla, your bounce rate won’t decrease no matter how many of these following tips you implement, simply because your traffic could care less.
One super easy change you can make is to optimize all of your titles (both for blog posts and pages). For instance, for this blog post, we originally had the following title:
Another great traffic optimization is to find out in Google Analytics which traffic sources are already bringing you engaged visitors (lowest bounce rate and highest page views per visit and avg. visit duration), and then capitalizing on that information. Reach out to those sources and get them to share your content or collaborate on an article. In other words, take advantage of data you already have.
There is a great deal of debate in the blogging arena as to whether popups are harmful or beneficial to your site. There are definitely major advantages to popups, such as:
Popups will most likely harm your bounce rate. The rate at which it does could also depend on the type of popup as well, such as a small one or full-screen one. Or even a setting, such as how many times you display it to new users.
If one of your major priorities is to decrease your bounce rate, then you will probably want to stay away from popups. But the last thing you should do is blindly take off whatever popup you have setup on your WordPress site without tracking the results.
Structure Your User Experience With Specific Menus
Your website’s menu is called the navigation for good reason: it’s the predominant way your visitors steer themselves through your site. If they don’t find answers fast they could bounce.It can be very important to test which menu items (both top navigation and footer) are actually used and needed by your visitors.
Not sure which menu items you should remove? Check the bounce rate for every page in your current menu navigation. Then compare this data with a premium heatmap tool like Hotjar which will show you which menu items are being clicked on the most. Or you could set up event tracking for each element in Google Analytics.
Creating fresh content consistently that can offer users a wide variety of topics to explore can be helpful in order to convince people to visit and stay on a site.
Visit our store on Envato Market for traffic products.