Clients and website owners ask us regularly, “What is a good bounce rate?”
Let’s start with the basics:
Wikipedia defines bounce rate as “A bounce occurs when a web site visitor only views a single page on a website, that is, the visitor leaves a site without visiting any other pages before a specified session-timeout occurs. There is no industry standard minimum or maximum time by which a visitor must leave in order for a bounce to occur. Rather, this is determined by the session timeout of the analytics tracking software.”
Essentially, a user lands on a web page on your site and leaves without viewing any additional pages on your site; they land, they leave.
Most importantly, you can not judge performance by bounce rate alone. It must be used in context of other results, particularly Conversion Rate which is a far more important statistic to your business. Google suggests a bounce rate of over 35% is cause for concern and over 50% is worrying. Achieving a bounce rate under 20% is amazing and highly unlikely.
However, it is very easy to make your overall campaign ROI worse through incorrect analysis of bounce rates.
In an experiment between two landing pages, one of which produces a low bounce rate and low conversion rate and the other a high bounce rate and a high conversion rate, the latter will always win. A low bounce rate doesn’t make you profit, a high conversion rate does.
Conversion Rate will always trump Bounce Rate in terms of importance, but your first point of analysis should be traffic source rather than landing page content.
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Interesting thank you. We were only discussing this subject this week and wondering if there was an industry average for bounce rates. It’s made me realise high bounce rates on some pages can actually be a good thing!
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