What you can learn from bounce rate and how you can improve it.

Before you can fix your bounce rate, you have you first have to fully understand what this is. Bounce rate, is the percentage of visitors who view your website, but leave before clicking any webpage’s on your site. If you look on Google analytics then you will be able to see the percentage for your site. If your bounce rate is 70% for example, this means that 70% of people who view your website leave after only viewing the page that came up on entry to the site (Whether this is your homepage or an internal page).

This all comes down to your website not retaining its visitors. Essentially this means that people are coming to your site and not being able to find what they want or finding it of no interest to them. The key to having a low bounce rate is to make sure that once visitors are on your site, they are drawn to visiting more pages throughout your site.

Is a high bounce rate really a bad thing?

Every website is different in what purpose it serves so sometimes having a low bounce rate is not necessary. I have seen that some websites aim is not to have visitors browse endlessly through your content, but instead to take a call of action. Calls to action that could lead the visitor off your website for a positive reason could include:

  • Calling your contact number to enquire about products or services.
  • Guiding customers to your product sales on another domain, such as If you have a selling page on eBay etc.
  • Clicking on pay per click ad banners.

Essentially, if your goals for your website only require visitors to view one page on your website, then you may not have to worry about your bounce rate. Unless you are having less goal completions in comparison to the number of people leaving your website after viewing one page.

It all starts with Google Analytics

Your first step to figuring out how to improve your bounce rate is in Google Analytics profile for your website. When you sign into Google analytics your average bounce rate comes up on screen. While you want this number to go down, this is not the main figure you want to measure.

Best ‘sticky ‘ content

To get here you want to go to Content > Site Content > Pages (in the new version of Google Analytics)

Here you will see the pages that have received the most views in the last 30 days, along with their bounce rate.

You can then view the pages in order from highest to lowest bounce rate. This can help you determine:

  • Which content leads people to more pages on your website vs. which content is the first and last that people see.
  • Which pages on your website need attention first- you will typically want to improve the bounce rate of pages which get the most views. This way the pages that drive the most traffic to your site will send the most visitors throughout more of your website.

Best traffic sources

Next, you will want to Traffic Sources > All Traffic.

This section can tell you which traffic sources bring visitors who will stick around longer on your site and it can tell you whether you are satisfying a particular visitor over another.

How to improve your Bounce Rate

So now you know more about your traffic sources, keywords and demographics data and how it relates to your bounce rate, your next move is probably to improve your bounce rate. Here we have put together some ideas to help you!

-Add links to more pages within your website in your content. Think about other pages that people who were interested in a certain piece of content might want to see. Put the links onto your website and write It In a “if you like this then you will love this” way.

– Include additional information about your products, people may not be ready to make purchases but may want to learn more about your products or services. If this is the case, and you have some interesting content then it might be enough to engage reader enough for them to stay on your site for longer.

– Add links to your sidebar. If your website includes a sidebar then add links that will be of interest to everyone. For example, someone might have ended up on your website, but know virtually nothing about your company. Its good to have an ‘about us’ link in your side bar, so people can read more about your company and what you do. This makes people feel more comfortable about making a purchase from your website because they feel like they know more about your background.

-Improve your content. If you notice that some of to content is of a high bounce rate but also a low average time on site (meaning people leave quickly), then it might be an issue with your content not providing your visitor with what it wants. Be sure to review what pages have a high and low bounce rate and investigate ways you could provide more information to retain visitors.

Finally, if you are struggling to keep visitors on your website, you can do your best to ensure that they will return by giving them links accessible throughout your website to your social media profiles, newsletter or other online properties. This means that If they leave your website but follow your Facebook page, you will still be connecting with this viewer.

Hopefully, this will help you improve your bounce rate. If this is something you are struggling with don’t hesitate to contact us for a chat! We’re always happy to help.



References: kissmetric blog