How To Reduce Bounce Rate

Learn How to Reduce Bounce Rate with Google Analytics and Better UX Design

If you’ve ever dug into your website’s traffic on Google Analytics, you will have come across the term bounce rate. This is an important behaviour metric to help you understand your site’s relevance and how well it engages people who end up on your landing pages.

What Is Bounce Rate?

Bounce rate refers to the percentage of website visitors that land on a web page and then quickly leave without navigating to other parts of the site. In other words, they “bounce” out of your website and back to the search results pages or the website that linked to your site.

Bounce Rate vs Exit Rate

When monitoring your site’s traffic in Google Analytics, you will see bounce rate and exit rate metrics in your performance dashboard. These are two different metrics that shouldn’t be confused with each other. Despite sounding the same, these two behaviour metrics are quite different.

Why It’s Important To Reduce Bounce Rate

Whenever Google and other search engines crawl your website, they look at hundreds of different factors to decide how to rank your content. One of the most important metrics it considers is bounce rate.

What Factors Affect Bounce Rate?

When a user ends up on a landing page, their behaviour can include many different actions.

  • Closing the browser or tab to close the website they’re on
  • Entering a new URL into the browser’s address bar
  • Not taking any action for 30 minutes after being on the page, results in the session timing out

What’s a Good Bounce Rate?

When you review your Google Analytics and investigate your bounce rates, in order to identify opportunities for improvement, you need to know what a good bounce rate is for various types of pages.

Average Bounce Rates For Different Types Of Websites

Landing Page Bounce Rate: 70–90%

Landing pages and websites with only a single page don’t have other navigation options, giving users very little else to do other than bounce.

Blog Post Bounce Rate: 70–98%

When a user clicks on a blog post, they will generally just skim the article for the information they need and then leave the page.

Professional Website Bounce Rate: 50–65%

When a user lands on a B2B or professional business site, the business probably wants them to complete some sort of action to become a qualified lead. This could be through a simple call-to-action on the homepage or getting the user to navigate deeper into the site to find out more about the business and its products or services.

Retail Website Bounce Rate: 20–40%

When a user enters an online store, they usually have a higher purchasing intent than most other types of web visitors. This means the conversion rates on retail websites are generally much higher as well.

Service Website Bounce Rate: 10–30%

Service websites usually reflect the lowest bounce rate in Google Analytics. This is because visitors are directed to these websites to inquire about a service they need, and they are willing to do the research to understand the service offering and gauge its fit for their needs before converting.

How To Reduce Bounce Rate: 9 Effective Tips to Engage Website Visitors

Trying to reduce bounce rate should be a key part of any web design or content strategy. Even though certain types of websites have high bounce rates as their benchmark, reducing the bounce rate as much as possible ensures that you offer visitors the best possible experience and increase your chances of converting them into paying customers.

1. Meet Expectations And Optimize For Intent

Search intent refers to what the user wants to find when they type a query into a search engine.

2. Update Your Website Design

It’s vital that you offer a great website design to keep your site visitors engaged.

Website Design Tips To Reduce Bounce Rate

Make your website fully responsive
Responsive web design is a big ranking factor for Google. Whenever you load a page, it should automatically adjust to the device you’re using. This provides the best possible user experience for people accessing your website on any type of modern device.

3. Improve Your Content

Great content is necessary if you want to keep the attention of your site visitors. If you aren’t offering helpful content, site visitors will quickly jump to other pages on the search results. It’s that simple.

4. Minimize Or Eliminate Distractions

You want your website to stand out from the competition, but you also need to avoid over-designing it.

5. Open Links In New Windows

Adding strategic external links to your web content is important for SEO. It also adds more value and credibility to the content. The only problem is that these links would result in users navigating away from your website.

6. Utilize Social Media

A strong social media presence can make a big difference to your bounce rate. This is because people look for brands on social media to find out what they offer and what they’re all about. If the brand appeals to the user, the person will navigate their website.

7. Optimize Your CTAs

A call-to-action (CTA) tells a user to take action. If you want visitors to navigate through different pages on your website, you’ll need to get them to click on your CTAs to do so.

8. Target the Right Keywords

This goes back to search intent and making sure you offer relevant content.

9. Improve Page Speed

A good user experience is more important than ever before. To get this right, all the elements on your page need to load quickly.

Final Thoughts on Bounce Rate

A low bounce rate indicates your site is attracting the right visitors and that your site content is what they want to see.

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Parachute Design

Parachute Design Group Inc. is a boutique Toronto web design agency specializing in beautiful hand-made website design, custom logo design and branding.