One question that I get asked a lot is about bounce rates. Most programs that track your website statistics will show your bounce rates. Google analytics, which is what I use will show the entire site average and also the rate for individual pages. I said that it was one question I get asked about, but it is actually two.
First, what is it?
The bounce rate is a ratio of people that visit one page on your site and leave, compared to people who visit one page on your site, and then visit another page on your site. Image you have four pages on your website “A, B, C, D”. A is your home page, while B and D are product pages, and C is a contact page. Each of these pages can be an Entrance page and an Exit page. Entrance and Exit pages are any page “A, B, C, D” that a visitor first visits your website with or leaves your website from. Imagine searching Google for YourCompany.com. You might get a result of page A (your homepage) as a result. This would be the entrance page to your site. Now imagine that you search for YourCompany.com and Product B. Now instead of Google returning page A, it might return page B since it better represents what your searching for. This time page B would be the entrance page. So what does this have to do with your Bounce Rate? When a visitor enters your site on page B, and doesn’t visit any other page, and leaves your site (closes their browser, returns to Google, etc.) then this counts toward your bounce rate. The higher it is, the more people are viewing entering and exiting your website from the same page.
Second, should it be high or low?
Now that you know what your bounce rate is, you might be curious if it should be high or low. There are various responses to this, some say it should be low, and others will tell you it doesnt matter. My view is a mix of the two. It depends on your content, and also what you want your website to be. Lets return to the example pages mentioned above. Lets say that you created page C, your contact page, with the purpose of displaying the address and phone number of your company, and really want people to call instead of just browsing the site. If this is the case, when people search for YourCompany.com and Contact info, they might get a search result that takes them directly to page C. This becomes their entrance page, they see your phone number and call you, and then close the webpage. That means they also exited on page C, so the bounce rate for page C is now higher. In this example, your purpose was to get people to call you, page C provided them the information they needed and they called you. Page C served its purpose, but has a high bounce rate. Your bounce rate in this case is not as important. Lets now imagine that page A, your homepage, is setup to welcome people and direct them to your products, which intern direct visitors to your contact page. If some one “enters” your website on page A and then “exits” your website without visiting any product pages then again your bounce rate will be high. This time it does matter, because the purpose of A was to direct them to look at your product pages B and D. So while your bounce rate on page C could be high, it may not matter, but having a high bounce rate on page A will matter.
Time on Site.
There is one thing that you should check to help you decide if a high bounce rate is something to be concerned with. I recently posted an article giving a solution to a common problem people were having. The bounce rate was almost 100%. Was this good or bad? You can take this two ways: 1. it is bad, people entered the site, didnt find what they needed and left, or 2. people entered the site, got exactly what they needed on the first page they visited, and then left as a satisfied customer. How can you tell the difference? While not a perfect method, the average time on page is a great indicator. If it is number 1, most likely your average time on site will be very low, they opened the page, looked and didnt see what they needed and left (10 seconds). For number 2, the found what they needed, read the full article and left a happy customer ( several minutes). Luckily for me, my situtation was the latter.
Google has a quick synapsis of what bounce rate means, in a little less detail, here. If you are still have questions feel free to drop a comment.
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