No, if: you have a single-page site e. Tracking bounces might help you understand how people use your website pages. Traditional quantitative metrics like pageviews and conversion rate need to be considered to put bounce rate in context, along with qualitative measures more on that in a bit.
When you do this, the search engine presents you with the exact category page you hoped it would, and you start browsing plant stands. On sites like MADE. When you exit the page—even if your visit was a success: you found a plant stand you liked and made a mental note to buy it later—your entire minute visit will still count as a zero-second session, and a bounce. All MADE. What does that tell you? Nothing, really—it could mean a lot of things.
For example:. But knowing what happens leading up to a bounce can help you identify if and where something goes wrong. To learn what happens before a user bounces—so you can determine what needs to be optimized on your site—you have to go beyond the metric, and consider each bounce in context.
This is where user behavior analysis UBA comes in, which can fill in the blanks to help you see and understand the user experience from their perspective. Keep reading to find out how. Here are two behavior analytics and feedback tools you can use when you begin investigating why bounces are happening and how to fix them are session recordings and on-site surveys:. What: to further investigate bounce rates, you can use session recordings to shed deeper insight into user engagement and see how users are interacting or not interacting with pages across your site.
Recordings help you go beyond GA to give you a clearer understanding of how people click, interact, and move around on your pages before they bounce so you can identify pain points or blockers they experience—and optimize accordingly. Encountered website bugs or issues that caused them to exit.
Your goal is to get your bounce rate as low as you can because bounce is a measure of engagement—specifically lack of engagement. A high bounce rate could mean low engagement. If engagement is the name of the game and it is!
Maybe your starting lineup is warming the bench and your third string is out there playing like crap. Maybe your team is too small, or the fans are distracted, or the playing field needs some maintenance.
But a high bounce rate could be a good thing depending on a few different variables your industry and page type, for example. To calm feelings of anxiety before we dive in, you should know that even the best websites score a bounce rate of 1 out of 2 and bounce rate is higher for B2B sites than for B2C sites. Does your bounce rate land in this range? It throws a flag that kicks off your journey to figure out why.
Get to the bottom of bounce and you might notice your conversions go up as bounce rate comes down if, for example, you add a progression trigger on every page that leads each visitor somewhere else on your site. Nor does bounce rate tell you how long someone stayed on your page dwell time. Bounce rate only tells you that someone came, saw, and left without looking at any other pages on your site apart from the page they landed on.
You might have a brilliant page that looks great and draws attention immediately to where the visitor who clicked through to find something specific happily finds what they came for and leaves completely satisfied.
Will Google ding your bounce rate dinger whenever someone leaves your one-page site even if they found exactly what they came for and left feeling fantastic? Google defines bounce rate like this :.
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.
That last line deserves a little more attention: triggering a single request to the Analytics server. You should add a Google Analytics tracking ID to every page on your website. That way, when someone visits one of your pages, the GA tracking code fires and triggers a session. Clicking from one page to another triggers an event and the code fires again GA records a non-bounce. But leaving without triggering that second code causes the session to expire. Expired sessions are bounces.
Ad blockers may prevent a code from firing—these visitors interact or not in the dark, unseen by GA. Google records five bounces. But two of the seven visitors click a link on your homepage that takes them somewhere else on your website. Both visitors read your blog article. One quickly skims the content, finds the golden nugget they were looking for immediately—good job!
The other blog reader dives deep and reads every single word all the way to the end, forming an opinion that this was the best blog article ever written. They are filled with gratitude and blast feelings of unbound appreciation into their screen at you.
They close their browser inspired and energized. This visitor googled the topic of your eBook and clicked your URL because it appeared on page one and your title and meta description were amazing—right on! They hop to your landing page and see your splashy second video you put there right at the top.
Mission accomplished. They click over to their email tab. The two blog page readers and the one eBook downloader all count as single-page sessions—they each checked out one page before leaving. The good news: You get to say what events the things people do on your page count as interactive. If you do that, you deflate the power of the bounce rate metric.
Remember, bounce rate is there for a reason: to make sure you deliver value to your audience. We set up bounce rate correctly to measure engagement properly. Here are reasonable interaction events you can remove from the bounce rate by changing the non-interaction event tracking parameters to false and adding your UA tracking ID. Google Analytics registers an interaction event as an engagement hit. Engagement hits lower your overall bounce rate.
You go to the MyFitnessPal homepage, scroll down to the food database—cool! Burton is a household name, so you go to burton. Two events fire consecutively:. To make bounce rate meaningful, you should set up an interaction event after a user has spent a certain amount of time on your site minutes is a good place to start. As soon as you click the play button on the video, an interaction event fires.
You are decidedly engaged and counted as a non-bounce session:. Figuring that out means looking at your page in conjunction with your traffic:. If a visitor jumps to your site after clicking on a display ad or search ad, make sure your ads match the information on your landing page. Different types of websites have different purposes. Each has a different bounce rate. So they go. No worries! Tracking bounce rate for a landing page, on the other hand, is more meaningful.
You invest resources to get people to a landing page to fill out a form. User interface UI closely ties to user experience UX. Too much text, not enough whitespace, a clash of colors or fonts, or too many CTA buttons are UX deal-breakers that brew overwhelm.
Overwhelm smacks visitors in the face. Face-smacked visitors click away with anxiety chasing after them. Identify who your best customers are. What do your customers want most from you? What are their demographics age, gender, location? Where do they get their information? Where do they hang out? Reach them where they are on their preferred channels. Entice that narrowed-down group to your site. That lowers bounce rates. Different channels have different bounce rates since the intent is different.
Do you see a trend? Do your ad campaigns have a high bounce rate? Maybe your ad target is too broad. Organic searches will most likely have a higher bounce rate than social media traffic.
Returning visitors will have lower bounce rates than new web page visitors. If a visitor returns, they land there already familiar with the content page matches user intent —they chose to go back to your site. And sometimes the ball bounces. Returning and see where the bounce rate is higher. The referring site could be sending you unqualified visitors or the anchor text and context for the link could be misleading.
Politely ask them to remove the link to your site — or update the context, whichever makes sense. Tip: You can easily find their contact information with this guide. Unfortunately, the referring website may be trying to sabotage you with some negative SEO tactics, out of spite, or just for fun.
A similar scenario would be if you have a single-page website, such as a landing page for your ebook or a simple portfolio site. For Single Page Apps, or SPAs, you can adjust your analytics settings to see different parts of a page as a different page, adjusting the Bounce Rate to better reflect user experience.
Take a long, hard look at your page and have your most judgmental and honest colleague or friend review it. Ideally, this person either has a background in content marketing or copywriting, or they fall into your target audience. Brush up your online copywriting skills to increase the time people spend reading your content. Consider hiring a freelance copywriter or content strategist who can help you revamp your ideas into powerful content that converts.
CTA-heavy features like these may be irresistible to the marketing and sales team, but using too many of them can make a visitor run for the hills. Perhaps your visitors are looking to explore more, but your blog is missing a search box or the menu items are difficult to click on a smartphone. But even as recently as , one study found that nearly a quarter of the top websites were not mobile-friendly.
Sometimes, when a page gets squeezed into a mobile format, it causes some of the key information to move below-the-fold. If you see a page with a high bounce rate and no glaring issues immediately jump out to you, test it on your mobile phone. This can work in reverse too — make sure your site is easy to read and navigate in desktop, tablet, and mobile formats, and with accessibility devices.
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