Does Bounce Rate Matter For Your Website?

The answer is it depends. We can look at bounce rate from different angles and in some cases it’s really important and others it means almost nothing. I explain what I mean below.

No! Bounce rate isn’t important if you are dealing with blog posts or news articles for example. If a user clicks on an article you wrote, reads it then leaves that would contribute to your bounce rate even though they did exactly what you wanted them to. When users are much higher in the sales funnel a higher bounce rate is very common because users are exploring and learning new information.

Yes! The bounce rate does matter when you are trying to drive leads. If your website has a high bounce rate it could be a concern because they might be checking out the competition or even purchasing their products. Especially for businesses that are e-commerce, a high bounce rate could mean that users are a little wary of pulling the trigger on your products.

What is Bounce Rate?

A bounce rate is when a user only opens a page and then exits without triggering any other requests like clicking on a new page.

How to Calculate the Bounce Rate?

The bounce rate is calculated by dividing the number of users viewing only viewing one page by the number of total entries to the page. The bounce rate is already calculated for you on Google analytics, so you don’t have to worry about doing any of the math.

Ideal Bounce Rate

Different types of websites will have different ideal bounce rates, but if you’re between 26 to 40 percent you are doing just fine.

What is a Good Bounce Rate?

Most people would consider a bounce rate of 41 to 55 percent to be pretty good. There’s wiggle room for a good bounce rate though just set your own standards and try to improve little by little.

High Bounce Rate

If you’re above 70 percent bounce rate and it’s not on an article page then you might want to start thinking about making improvements to keep people’s attention.

Exit Rate vs Bounce Rate

Yes, there is a difference between the two even though on the outside they look very similar. The exit rate is increased on a page whenever someone leaves it even if it’s not the first page they clicked on. Listed below is an example of what I mean.

Homepage > About Us > Contact Us > Exit

Homepage > Exit

About Us > Homepage >Contact Us > Exit

The homepage would have a bounce rate of 50% and an Exit rate of 33%. The bounce rate is 50% because two of the series started with the homepage and one of them exited while the other continued. The Exit rate is 33% because the homepage shows up in all three series, but is only exited once right after viewing. 

While the Contact Us page would have an Exit rate of 100% because both times it shows up the people left. It has a 0% bounce rate because it was never the first page the user viewed.

How to Reduce Bounce Rate

By going to Google analytics > Behavior > Site Content > Landing Pages you can identify which pages have the highest bounce rate and start planning from there.

Above the Fold

When a user clicks on your website you don’t want them to have to scroll to find the information you are looking for, so be sure to optimize your above the fold content. This means add pictures, make the text big enough to read, have some parts bold and make quality content.

When a user is having fun on your website and can’t wait to see what’s next you’re more than likely to have a small bounce rate.

A big issue for people with high bounce rates is not having a call to action button above the fold. You don’t want a user to read then leave right away by having a call to action button you can not only decrease bounce rate but increase your leads.

A/B Testing

A/B testing is never a bad idea. This enables you to figure out what sticks and what doesn’t. By trying different variations of similar content you can increase the number of high-quality users that are there to make a purchase. Once you find the best version it should greatly reduce the bounce rate.


Users love reading about what other customers have to say about your company and when they see all the good work you do they are more likely to check out more of your website. If you really want to step up your game then try adding videos of customer testimonials.

Quality Content

Everybody hates when commercials interrupt our shows on Tv, so don’t do it on your website. If you notice your homepage has a high bounce rate it could be because it sounds like too much of a sales pitch. Your homepage should be reserved for giving information about what your company does and what sets it apart from the competition.

Title Tags and Meta Descriptions

A big reason why some websites have high bounce rates is that they aren’t getting people that are interested in their business rather they are getting people just doing research and going from website to website. 

By utilizing title tags and meta descriptions you have the ability to filter out those types of people and specifically get people who will stay on your website because there’s a good chance they are thinking about buying from you.

Don’t Keyword Stuff

Most beginners believe that more keywords equal a higher ranking on Google. This is not the case the recommended amount of times to use a keyword is two times. This is because you want your website to sound like a human wrote it which will increase dwell time and your ranking. When someone is reading your page and they don’t understand what you are getting at then are more likely than not to leave.

Putting it All Together

Don’t worry if your bounce rate is high there’s plenty of ways to fix it. Use this information to find which pages need a little more TLC and you’ll be on your way to having a great website in no time. The only cause for concern would be if you are trying to generate leads and your bounce rate is above 70 percent then you should immediately start working on the things listed above to get that percentage down.

To find out more ways to improve your website performance, contact WebFX today!

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