Bounce Rate in Google Analytics: Know How to Lower Bounce Rate & Improve SEO?

  SEO

 24 Dec, 2021

Introduction

Is your site struggling with high bounce rates? Wondering what is a good or bad bounce rate? And how to calculate bounce rate in Google analytics?

A high bounce rate is one of the most common killers of good conversion. If the majority of your users are abandoning your website, without performing any traceable activity. This will cause a high bounce rate and also a clear indicator that people aren’t finding what they’re looking for on your site.

Bounce rate is a unique metric that appears in Google Analytics reports that can help you and can be helpful to check your site performance of your landing page or its content. If you are looking to increase visitor engagement on your website, then you’ll need to focus on an important metric called bounce rate.

In this article, we will help you explore bounce rate in Google analytics, and let you know- 

  • What is the bounce rate in Google analytics?
  • What is a high bounce rate in Google analytics?
  • How to calculate bounce rate in Google analytics?
  • How Does Bounce Rate Affect SEO Google Ranking?
  • What are the best ways to reduce your bounce rate and increase your conversions?

So let’s get started…

Read: 18 Effective Ways to Reduce Bounce Rate in Google Analytics

What is the Bounce Rate?

Bounce rate is a key metric that measures the percentage of people who land on your website and bounce back without performing any traceable activity like-click on a menu item, a ‘read more link, or any other internal links on the page. A bounce occurs when the user has no engagement with the landing page and the visit ends with a single-page visit. Bounce rate indicates the quality of a web page or landing page. 

For example, if there are a total of 100 sessions means 100 users land on your website, and out of the 20 exits without performing any click or triggering another request, it means your website’s bounce rate is 20%.

What is the bounce rate in Google analytics? As per Google Analytics definition,  a bounce is a session that has a single interaction hit. And the bounce rate is simply the percent of all sessions that are bounced.

What is a Good or Bad Bounce rate?

Whether your bounce rate is a good or bad thing really depends on the purpose of the page. If the purpose of the page is purely to inform, then a high bounce rate isn’t a concerning one. But if the purpose of a page is to actively engage with your user, then a high bounce rate is an alarming situation.

As far as analytics are concerned, bounce rates are highly subjective changes with industry. For instance, you’ll see the average bounce rate for the retail sites is 20 – 40%, whereas it for the service industry is 10 – 30%.

Below is the graph showing the average bounce rate by industry.

Average bounce rate by industry

But in general, the lower bounce rate is considered much better to boost your site conversion rates. So your goal should be to keep your bounce rate as low as possible.

Good Bounce Rate: Low bounce rate is a good bounce rate. An entry page with a low bounce rate means that the page effectively engages visitors to view more content and pages and makes them stay on the website for longer. 

Bad Bounce Rate: High bounce rates are generally considered as bad bounce rates. A high bounce rate indicates that the website is not performing well and the landing pages fail to meet visitor expectations or fail to deliver the information they are looking for.

But as per The general rule of thumb:

  • 80%+ is considered very bad 
  • 70 – 80% is considered poor
  • 50 – 70% is considered average
  • 30 – 50% is considered excellent
  • 20% or below is considered likely a tracking error

What is a good bounce rate in Google analytics?

Though bounce rate is highly subjective to the market, as a standard thumb rule,a bounce rate in the range of 25 to 40 percent is considered a good one.

What is a high bounce rate in Google analytics? 

A bounce rate between 70 – 80% is considered poor and 80%+ is considered very bad and a high bounce rate. It shows that the particular landing page fails to hold visitors and provide the information they want.

Next, we are going to see, how bounce rate affects your Google ranking?

How Does Bounce Rate Affect SEO Google Ranking?

Well, here first we want to let you know that bounce rate is not a direct Google ranking factor. Bounce rate is just a metric – and Google has repeatedly said that it does not directly influence Google rankings. 

If your webpage has a high bounce rate, but a good ratio of users on your page also has a high dwell time, your web page likely has a good long click percentage even though your bounce rate is very high. Hereby taking dwell time into account, you can avoid unnecessarily optimizing for bounce rate. But if your site dwells time, click percentage is not optimum along with high bounce rate, it is no doubt an alarming situation for you.

A high bounce rate is a sign of poor content to Google and other major search engines. Second, a high bounce rate is often a symptom of weakness in other SEO factors that directly affect Google’s ranking. 

Here are the  SEO problems you should be taken into consideration when your site bounce rate is abnormally high:

  • Slow loading speed
  • Low-quality web page design
  • Improper hypertext
  • Poor mobile optimization

All these SEO issues not only cause a high bounce rate but they degrade user experience on your site. These problems are treatable and often addressed by fixing the bounce rates. Therefore, here we can say  “fixing” your web page bounce rate often helps your SERP ranking.

Read: How to Track SEO Efforts with Google Analytics for Free?

Bounce Rate In Google Analytics

Why is it Important to Track Bounce rates in Google Analytics?

Tracking bounces can help you understand how visitors are behaving on your site. Bounce rates also indicate to you how your web pages are performing, is it engaging enough to hold the visitor. Using the bounce rate detail, you can make optimization and marketing decisions.

For example, If you have invested a lot of resources to drive people to a landing page, but fail to generate leads or push them to the sales funnel, you can consider to:

  • Optimizing your landing page for the best user experience.
  • Optimize your landing page so your visitors have a clear. understanding of their next step to move.
  • Invest your resources in different web pages. 
  • Optimize your campaign.

While bounce rate doesn’t directly affect your page ranking but having high bounce rates are often symptoms of deeper problems like user experience issues or poor targeting. 

You need to make sure that when users come from a search engine to your site, they don’t bounce back to the search results without performing any activity on your site, since that kind of bouncing probably is a ranking factor of Google.

How does Google Analytics calculate bounce rate?

Bounce rate is single-page sessions divided by the total of all sessions or the percentage of all sessions on a site in which users viewed only a single page and triggered only a single request to the Analytics server.

website bounce rate = single-page sessions / total sessions

                                                             Or

page bounce rate = single-page sessions on the page / total sessions starting from the page

In other words, the bounce rate in Google analytics can be calculated by dividing the number of single-page sessions by the total number of sessions.

Read more about how Google’s bounce rate is calculated.

How to see Bounce Rates in Google Analytics?

If you want to see your website’s bounce rate on Google Analytics’ platform, you can follow the steps below.

Step 1: Sign in to your Google Analytics account and select the website, whose bounce rate you are looking for.

Sign in to your Google Analytics

Step2: Go to the overview page under the Audience tab.

overview page under the Audience tab

Step 3: Click on the metric Bounce Rate, which you’ll see alongside many other metrics. This will show the bounce rate of the entire site you have selected.

metric Bounce Rate

a) If you want to view the bounce rate of individual pages, navigate to Behavior » All Pages. In the table, you’ll find the Bounce Rate column, showing bounce rate page-wise.

 bounce rate of individual pages

b) If you want to see bounce rate for any particular web pages in Google Analytics, you can easily make a search by page name—for example, /cart/ or /pricing/—or you can use the analytics advanced search feature to narrow down the search results even further by using inclusions, exclusions, or dimensions and metrics to the search.

bounce rate for any particular web pages

c) If you want to see the bounce rate for a particular time period, you adjust the date range accordingly from the top right-hand corner.

bounce rate for a particular time period,

Using the above steps you can check the bounce rate in Google analytics. Now let’s move on to see the potential tips to improve your site bounce rate.

Potential Tips to Reduce Bounce Rate: Bounce Rate in Google Analytics

Use Mobile Responsive Web Design

The biggest reason for the soaring bounce rate is user experience. The responsive design maintains consistency between what a site shows on a desktop and what it shows on a handheld device and this hugely impacts on user experience.

Improve Site’s Loading Speed

Website loading speed could be the biggest reason for a high bounce rate. Users want any website to load fast. If your site takes a long time to load, then your users would get a poor user experience and that may cause a higher probability of getting bounced.

Optimize Content as per Channel

Since different channels have different content formats, if your content isn’t optimized channel-wise, it will increase the chances of an increase in bounce rate. So, it’s important to keep your content optimized, according to different channels. If you make sure to deliver what your visitors want, this will reduce your bounce rate.

Focus on Providing Relevant Content

Content irrelevancy is one of the biggest factors of a high bounce rate. You can understand this in a way like if you visit a medical website but you found clothing content over there, would you like to stay there anymore, certainly not. Similarly, it's important for your website to publish content relevant to your product or services.

Increase Engagement with different forms of content Videos, infographics

Your site bounce rate would be high when your webpage lacks an engagement factor. If users don’t find anything to click on or interact with, they will exit your site soon. So it's important to flourish your website with quality content of different types to make it more engaging and informative. What can add more engagement to your website is a variety of content like interesting videos, informative infographics, and more.

Use Clear CTAs on Your Website

CTAs can play a critical role in lowering your site bounce rate if used properly, as CTAs let your visitors interact with your site and its effective CTAs who motivate users to interact more on your site, help you lower your bounce rate, increase conversions, and help you earn more money. But few websites make the mistake of adding too many call-to-actions (CTAs), this will make site visitors more confusing and overwhelming. So it's important to make the optimum use of CTAs.

Add Relevant Internal Links

Internal links are the links that can direct your visitors to other pages of your website. Strong internal linking also helps lower the average bounce rate of your website. When users click on any hypertext, they are expected to visit a page, where they can find more relevant information they are looking for. If your site's internal linking is done in the correct manner with relevant links, it will improve your user experience and keep your visitors staying with your site, and result in a lower bounce rate.

Learn more about link building, through this detailed guide on internal links.

Enhance Mobile Experience of Your Site

Since mobile searches overtook desktop searches, the majority of your visitors are likely to come from mobile. And if your site isn’t mobile responsive, users are going to have difficulty while browsing your site and will definitely bounce back. This would be a great cause to increase your site bounce rate. So make sure to have a mobile responsive website or you can use the AMP version of your site.

FAQs

What high bounce rate of a website indicates?

A high bounce rate indicates that the particular website or webpage is not relevant to what users are looking for. As a result, users immediately after landing on the page hit the back button or exit without any interaction.

What is a good bounce rate in Google analytics?

As a rule of thumb, a bounce rate in the range of 26 to 40 percent is considered good. Any page with this range bounce rate means that the page effectively engages visitors to view more content and pages and makes them stay on the website for longer. 

How to Reduce High Bounce Rates?

The only way of lowering your bounce rate is to optimize your web page to boost user engagement, implementing best SEO practices including- using mobile responsive web design, improving the site’s loading speed, optimizing site content, using clear CTAs, and more.

Final Word on Bounce Rate in Google Analytics

Though bounce rate doesn’t directly affect your page ranking, it can tell you a lot about your site and its traffic. Bounce rate is a metric you can use to analyze your marketing efforts, understanding your visitors’ expectations and behavior. Nevertheless, if you want them to engage with your site, you have to make sure to meet your visitors’ expectations and make your pages more inviting to them. 

And all it can be achieved by providing the best user experience possible. If you give your audience exactly what they want, they’ll be more likely to stay, browse, and convert to your site. It's essential to maintain lower bounce rates for greater digital marketing success.

We hope you liked our article on bounce rate in Google analytics, answered your questions- what is bounce rate in Google Analytics, how to calculate bounce rate in Google Analytics, and more valuable information you must know about bounce rates. If you need professional assistance for lowering your site bounce rate, you can reach a professional Conversion Rate Optimization agency like us. 

Found this post helpful? If you have any queries on bounce rate, drop us a comment below.

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