What is Bounce Rate, and Why Does it Matter?

Bounce rate screen shot

If you’ve looked at a Google Analytics report lately, you’ve seen the metric “bounce rate.”

Bounce rate is the number of single page sessions, i.e. the number of visits to your website where a person only visited a single page. Having a high bounce rate may indicate a problem with the site, such as people not finding the information they’re looking for and clicking back to the search results. But it can also indicate that people are finding what they’re looking for immediately and then leaving–like a phone number or address.

According to multiple studies, average bounce rate is around 45-50%. So if your site is in or below that range, great! If it’s over 50% it might be time to look at possible causes and make some adjustments. One of the most common reasons for a high bounce rate is a site that loads too slowly. Consumers expect a website to load within 5 seconds or so, if your site takes much longer, they may click back to find a site that loads faster. Poor design and content can cause a high bounce rate as well. Unclear navigation or a cluttered landing page will make many people turn around and look elsewhere.

It’s a good idea to look at the bounce rate for mobile visits to your site separately to see if there are any problems with your mobile site (or lack of mobile site as the case may be). Mobile bounce rates are generally higher, usually by about 10%. If your mobile bounce rate is significantly higher than your desktop bounce rate you should look into possible causes.

If you have questions about your website’s performance, give us a call at 757-623-6234. We’d love to help!