Bounce Fee: What Is It and What Is a Good Quantity?

It’s frequent data {that a} excessive bounce fee is dangerous, and a low fee is nice.

Each time you log into your Google Analytics account, it’s proper there ready for you.

Seeing that quantity creep up makes you surprise what goes improper.

The issue is, these numbers might be deceptive.

In any case, how excessive is just too excessive, actually?

This publish will present you the best way to absolutely measure and analyze your bounce fee. That means, you’ll know if it’s really too excessive in your trade or if it’s completely regular.

I’ll additionally share methods to audit your bounce fee and perceive what’s driving it up.

I’ll additionally inform you a few of my secrets and techniques for decreasing your bounce fee.

However first, let’s discuss precisely what a bounce fee is and why it’s best to care.

What’s a Bounce Fee and Why Does it Matter?

A “bounce” happens when somebody visits your web site and leaves with out interacting additional along with your website. Your bounce fee exhibits the proportion of your guests who bounce off your website.

What can we imply by “interacts additional?” By default, Google counts individuals who solely go to one web page in your website as a bounce. In the event that they go to at the least two pages, you’re good!

The bounce fee within the overview report on Google Analytics is your site-wide bounce fee.

Google Analytics screen showcasing the bounce rate.

Word: Google is sunsetting this model of Google Analytics (now known as Common Analytics). As of July 1, 2023, it can cease processing new information, so ensure you’ve set up GA4 to start out gathering information now.

It’s the common variety of bounces throughout all of your pages divided by the whole variety of visits throughout all these pages inside the similar interval.

You may as well observe the bounce fee of a single web page, section, or part of your website.

As soon as we begin trying on the completely different section reviews, I’ll present you the best way to see this data.

The bounce fee of a single web page is strictly what it appears like. It’s the whole variety of bounces divided by the whole variety of visits on a web page.

This infographic solutions the most-asked questions on bounce charges and ideas that can assist you enhance your bounce fee.

Infographic showing what a bounce rate is.

Irrespective of your website sort, you might need to implement a segmented bounce fee.


Your weblog posts might have a really completely different common bounce fee than your product pages, demo pages, and even your About web page.

We’ll get into the main points later; simply know that segmenting may help you higher perceive your web site bounce fee.

So, why is bounce fee necessary?

In 2017, Semrush reported that bounce fee was Google’s fourth most important ranking factor.

Bounce rate is google's 4th most important factor.

Nonetheless, Google doesn’t at the moment use bounce fee in its algorithm metrics, in accordance with Google’s Gary Illyes.

Google’s algorithm might not immediately take bounce fee under consideration, however it does point out whether or not the person discovered your info useful.

If a person clicks in your web page and leaves with none interplay, that might sign to Google that your website isn’t what they’re searching for.

It appears like your end result doesn’t match the searcher’s intent nicely. Consequently, Google thinks, “Perhaps this web page shouldn’t be so excessive within the outcomes.”

Are you able to see how these join?

Understanding bounce charges can inform you in case your advertising technique is efficient and in case your guests are participating along with your content material.

The secret is understanding your “goal” and breaking down your bounce fee in a means that gives which means.

What’s a Good Bounce Fee?

Many alternative variables decide what a “good” bounce fee is.

Issues like your enterprise sort, trade, nation, and the forms of units your guests are utilizing all affect what a great common bounce fee can be in your website.

As an illustration, the common bounce fee throughout industries is round 47 percent. Nonetheless, bounce fee varies by system, with cell having a median bounce fee of 51 %.

If you happen to’re nonetheless not sure in regards to the bounce fee it’s best to goal, Google Analytics may help you work it out.

Google Analytics gives a fast visualization of the common bounce fee for what it believes is your trade. It does this by benchmarking.

First, that you must set up benchmarking in Google Analytics.

Beneath the admin part, click on to view the property you need to see the bounce fee for. Then Open reviews and choose Viewers > Benchmarking.

The sidebar of google analytics with the real time button highlighted

Now you possibly can examine trade averages.

Simply navigate to your conduct reviews. Click on on “Web site Content material” after which “Touchdown Pages.”

You’ll instantly see the common, site-wide bounce fee.

Statistics from google analytics

After all, a site-wide common might be too broad to be a beneficial benchmark.

You possibly can drill down additional to view bounce fee by channels, location, or units.

Statistics from google analytics

For instance, now you can examine the trade common in your weblog or product pages.

Within the “Viewers” part of Google Analytics, go beneath “Habits” then “Benchmarking.” Then, choose “Channels.”

Now you possibly can select your vertical and examine whichever interval you need to evaluation.

This could provide you with a greater thought of your web site’s bounce fee efficiency in comparison with the common by channel.

Finally, a “good” bounce fee shall be completely different for each website. It might even be completely different for each web page in your website.

I counsel you focus in your bounce fee traits over time and how one can enhance the best ones to spice up conversions.

The main target needs to be on utilizing this metric to search out weaknesses in your website. Don’t fear about hitting a magic quantity.

Now, let’s take a look at how one can enhance your bounce charges.

The right way to Analyze Bounce Charges

Your site-wide bounce fee is just too broad to be something however a vanity metric.

To actually perceive your bounce fee, that you must slender it down and group it by completely different variables.

You received’t be capable of begin lowering your bounce rate till you actually perceive what’s inflicting it to be excessive.

You possibly can modify the bounce fee metric you see in Google Analytics in a few methods.

As I already talked about above, the primary means is by segmenting your bounce fee.

We’ll take a look at 9 section choices that can assist you assess and enhance your bounce fee.

Phase Bounce Fee by Age

There are many completely different demographics that Google Analytics tracks, which lets you higher section and analyze your website visitors.

Considered one of these is the age vary of your guests.

To take a look at bounce fee by age vary, look beneath “Viewers” after which “Demographics” on the left-hand sidebar. Then, click on the “Age” possibility.

.bounce rate by age google analtyics

The ensuing report ought to look one thing like this.

Statistics from google analytics.

Now you possibly can simply see in case your bounce fee is increased inside a sure age vary.

You possibly can see within the instance above that seniors (65+) have a a lot increased bounce fee than the remainder of this website’s guests.

If seniors are a part of your ultimate goal market, just be sure you construction your internet pages properly for marketing to them.

For instance, keep away from utilizing jargon, fashionable language, and slang.

Phase Bounce Fee by Gender

The “Gender” possibility is slightly below “Age” on that left-hand menu.

The sidebar from Google Analytics.

This report tells you your bounce fee for men and women.

Statistics from google analytics broken into male and female.

Now you can simply see in case your website retains one gender over the opposite higher.

In case you have the next web site bounce fee with one gender, make sure you’re not by accident creating the notion that you just’re solely concentrating on the opposite intercourse.

Phase Bounce Fee by Affinity

The subsequent possibility within the “Viewers” part is beneath “Pursuits” after which “Affinity Classes.”

The sidebar from Google Analytics with the affinity categories button highlighted.

This group’s bounce fee relies on customer pursuits.

Statistics from google analytics broken into affinity categories.

Take a look at which affinity classes have the best bounce charges to see in case you’re shedding out on key advertising teams.

You possibly can see within the instance above that this website engages finest with enterprise professionals and shutterbugs.

Engagement with music lovers, film lovers, and inexperienced residing lovers is the poorest.

This information may help you goal these teams along with your imagery and content material.

Phase Bounce Fee by Location

Keep in “Viewers,” and transfer to “Pursuits,” to search out the “Geo” part. Inside that, you possibly can click on on “Location” for one more section report.

The sidebar of Google Analytics with the location button highlighted.

First, you’ll see a color-coded map displaying the place most of your guests come from.

Beneath that, you’ll see the desk model breaking down your guests by geographic area.

Statistics from google analytics broken into locations.

This offers you your bounce fee by nation.

The instance above exhibits Australia and the UK have a lot increased bounce charges than the opposite international locations.

You possibly can drill additional into it to see if sure provinces are participating worse than others. Then, you possibly can adapt your advertising technique to focus on areas the place you need to see enchancment.

Phase Bounce Fee for New Guests

A superb section to take a look at is the “New Vs. Returning” breakdown. It’s additionally within the “Viewers” part beneath “Habits.”

The sidebar from Google analytics with the new vs returning button highlighted.

Now you possibly can see in case your new guests are bouncing greater than returning guests.

Statistics from google analytics broken into user type.

I might anticipate your new guests to have the next fee.

You possibly can view the acquisition supply as a secondary dimension to get extra worth out of this section.

Simply click on on the “Secondary Dimension” drop-down record on the high of the desk and choose “Supply” from the record that seems under.

We’ll discuss extra about acquisition under.

Phase Bounce Fee by Browser

The browser breakdown report is an effective option to see if technical points trigger your guests to bounce.

Within the “Viewers” part beneath “Know-how,” choose “Browser & OS.”

The sidebar of Google Analytics with the browser and OS button highlighted.

The report ought to appear like this:

Statistics from google analytics broken into browser.

If one browser has the next web site bounce fee, it would point out that you just haven’t configured your website nicely for that browser.

You additionally want to contemplate variations of browsers.

If one has a noticeably increased bounce fee, your website may need bugs or UX points with that browser.

Even when it’s an outdated browser, it would be best to repair the problem if the browser continues to be bringing you visitors.

Phase Bounce Fee by Gadget

Beneath the “Know-how” part, (nonetheless beneath Viewers), you will notice the “Cell” part. Choose “Overview” to see your bounce fee throughout units.

The sidebar from Google Analytics with the overview button highlighted.

This gives you a bounce fee comparability between desktop, cell, and pill.

Statistics from google analytics broken into device category.

If you happen to discover your bounce fee is considerably increased on cell or pill, it might point out that you just haven’t correctly optimized your website for these units.

You may as well view the “Gadgets” report. This additional breaks it down by cell model and working system.

Statistics from google analytics broken into mobile type.

For instance, in case you discover Apple customers are bouncing at the next fee than Android customers, you may need some design points.

Phase Bounce Fee by Acquisition

Now, let’s take a look at segmentation by acquisition reasonably than by viewers.

Go to “Acquisition,” then “All Visitors,” after which “Supply/Medium” within the left-hand menu.

The sidebar of Google Analytics with the source/medium button highlighted.

The desk on the backside of your display ought to appear like this.

Statistics from google analytics broken into source category.

It should present you a breakdown of the place your visitors is coming from and the related bounce charges.

Check out the sources with the best bounce charges to see if there’s a development.

Right here’s an instance the place you possibly can see paid promoting campaigns have a a lot increased bounce fee:

Statistics from google analytics broken into source categories.

Both your promoting concentrating on is just too broad, or your touchdown pages will not be lining up very nicely along with your advertisements, leading to the next bounce fee.

How To Create Adjusted Bounce Charges in Google Analytics

You possibly can modify what Google Analytics considers an interplay, which immediately impacts your bounce fee.

For instance, you may really feel {that a} customer has interacted in your website in the event that they watched a video.

In Google Analytics, you’ve got the choice to set an occasion like enjoying a video, clicking a button, or finishing a obtain as an interplay.

Then, customers who full these “occasions” will now not depend towards your bounce fee.

Nonetheless, that you must watch out with this. Be sure that automated occasions don’t skew your outcomes.

If you happen to’ve arrange your movies to play mechanically, you don’t need to depend video views as interactions.

The straightforward option to modify how Google records interactions is by sending occasions into your Google Analytics that inform you when a person spends a sure period of time on a web page, scrolls by a sure proportion of a web page or sees a particular component on the web page.

You possibly can ship events from Google Tag Manager:

2. Modify Your Bounce Fee Via the Timer Perform

You may as well determine that Google ought to think about a go to to have interacted on a web page in the event that they spend a minimal period of time on it.

Create a brand new tag and provides it a reputation, equivalent to “UA — Adjusted Bounce Fee — Timer.”

The timer function page of Google Analytics.

You possibly can select the size of time that you just need to begin with. I counsel beginning with 30 seconds.

To do that, add a brand new set off and identify it “Timer — 30 seconds”.

Setting a custom timer through Google Analytics.

The interval is in milliseconds. So, for 30 seconds, that you must enter “30000.”

Choose a restrict of 1. Then, within the circumstances part, set it for “Web page URL matches RegEx*.”

This can make it in order that Google Analytics contains your whole pages within the monitoring.

Ensure you save, preview, and debug earlier than publishing.

The right way to Lower Your Bounce Fee

The principle reason for a excessive bounce fee is customers don’t discover what they want. Listed here are a number of methods to enhance your website and reduce web site bounce charges.

Evaluation Prime Exit Pages

Exit pages are the pages folks go to proper earlier than they go away your website.

The sidebar of Google Analytics with the exit pages button highlighted.

This can present you who’s touchdown immediately on that web page and bouncing versus who’s arriving there from an inside hyperlink and exiting.

It could actually show you how to slender down the place it’s best to spend your time testing and bettering your website.

View Web page Timings

Your pages might have excessive abandonment as a result of they’re too sluggish.

You possibly can test this with the Web page Timings report.

Within the “Habits” part of the left-hand menu, click on “Web site Velocity” after which “Web page Timings.”

The sidebar of Google Analytics with the page timings button highlighted.

The report will inform you how briskly every web page in your website is loading.

Statistics from google analytics broken into exit page categories.

You possibly can kind by variety of web page views and common web page pace. That means, you possibly can enhance your pages with the best visitors but slowest load instances first.

It additionally exhibits you your general website common pace.

Statistics from google analytics with the total site average of exit pages highlighted.

Since Google’s Speed Update, website pace is turning into more and more necessary—however it might even have an enormous influence on bounce fee.

For instance, the common web page pace above signifies that our bounce rate is 123 percent higher than it could be.

page load time impact on bounce rate

You possibly can take a look at the opposite Web site Velocity reviews for additional evaluation and choices for bettering your website pace.

The sidebar of Google Analytics with the speed button highlighted.

The Velocity Options report will point out potential points and provide you with helpful recommendation on resolving them, equivalent to deleting unused Java or utilizing smaller picture sizes.

You may as well use Google’s PageSpeed Insights for extra methods for bettering website pace.

Make the most of A/B Testing

These reviews will show you how to pinpoint particular areas that you must goal for enchancment.

Nonetheless, understanding which modifications will enhance your bounce fee probably the most might be laborious.

As an illustration, you’ll have recognized a weak touchdown web page. However what do that you must do to enhance it?

Do that you must make it longer? Do you want a different call to action? What’s going to enhance your conversion fee?

A/B testing is a good way to check your enchancment methods.

It lets you check completely different call-to-action wording, touchdown web page designs, and goal audiences.

A/B testing makes it easy to see what’s working and what isn’t because it lets you present one model of your web site to half of your guests and one other model to the opposite half.

You may as well use a significance calculator to raised perceive your A/B check outcomes.

A/B testing significance calculator.

Make Your Pages Straightforward to Learn

It’s straightforward to neglect such a easy facet of your pages, however readability is necessary.

Many free instruments will let you test your content material’s readability and your web site, like the Yoast plugin for WordPress or WebFX’s free readability tool.

Begin by ensuring the headline is massive and daring. After that, you should definitely use bullet factors and subheadings to make the article simpler to learn.

Listed here are a couple of different methods to make your content material simpler to learn:

  • Add subheadings, so content material is simpler to scan when studying.
  • Add bullet level lists (like this one) to make necessary info simpler to search out.
  • Embody photographs, infographics, and charts to share necessary info.
  • Daring key phrases a couple of instances (don’t overdo this.)
  • Ask questions in your content material, to provide readers an invite to take part.
  • Embody an actionable conclusion that tells readers what to do subsequent.

Additionally, be conscious of your font dimension and sort, your sentence and paragraph size, and the quantity of white area on the web page.

Take into account different components in your web page that is perhaps distracting, like your shade selections and advert placements.

Embody Clear CTAs and Take into account Their Placements

A good way to get folks to interact and convert is by utilizing compelling calls-to-action.

A call-to-action ought to compel somebody to do one thing, equivalent to join a publication or buy a product.

There are a lot of methods to improve your call-to-action buttons. Take into account your copy, shade, button dimension, and web page placement.

Example of a CTA.

Apple suggests making certain all CTA buttons are at least 44 pixels tall.

Apple's suggestion for CTA sizes.

Use Movies and Photos to Interact Your Viewers

People are visible creatures.

We love imagery. We additionally retain info higher from photographs.

If you happen to hear one thing or learn one thing, the possibilities are good that you just’ll solely keep in mind 10 % of it. Nonetheless, in case you see an image, you’re more likely to keep in mind 80 percent of the content.

Including photographs and movies is a good way to interact your viewers along with your content material.

Short, catchy videos are growing in recognition and might enhance engagement.

Use videos to increase engagement.

Infographics are additionally efficient at drawing your guests in.

The truth is, over 41 percent of marketers say infographics were their most engaging type of visible content material.

If you happen to discover that your viewers isn’t participating with a sure web page, you might merely want so as to add extra photographs, movies, and infographics.

Supply Stay Chat Help

Stay chat is the quickest methodology for providing customer support help.

If folks come to your web page and don’t instantly discover precisely what they need, reside chat may help have interaction them earlier than they provide up and check out the following website.

There are many platforms on the market at this time that may show you how to arrange reside chat companies, equivalent to Intercom.

improve bounce rate with live chat support

Live chat is likely one of the finest instruments you possibly can implement in your web site this yr to lower bounce and enhance conversions.

Goal Key phrases With Excessive-Worth Visitors

Simply writing content material isn’t going to drive your conversions up or enhance bounce fee; it’s simply going to draw random visitors that received’t convert.

In the case of bounce fee, key phrases are your finest buddy. The best means to enhance bounce fee is to focus on high-traffic, high-value key phrases.

Ideally, you’ll need to goal phrases with excessive visitors and low competitors—however that isn’t all the time doable. If you happen to can’t rank for these phrases, search for visitors that exhibits purchaser intent.

These key phrases will put you in entrance of these high-value clients.

Entice the Proper Guests

Extra content material isn’t all the time higher.

In lots of instances, a excessive bounce fee occurs whenever you appeal to the improper visitors from the beginning.

In case your content strategy isn’t working, the problem is perhaps your concentrating on, not simply your content material.

It’s important to create highly effective content material that reaches your viewers, together with a content material technique that considers every stage of the shopping for cycle.

Many content material entrepreneurs mistakenly attribute a excessive bounce fee to poor high quality content material. However, the thought of “high quality” is relative. Your definition of “high quality” won’t be the identical as mine.

For instance, you may even see that increased bounce, however it’s attributed to the improper content material.

Let’s discuss lengthy articles (normally 2000+ phrases). Within the digital advertising world, these are thought-about top quality. Why? Usually, they deal with each query or concern of the target market.

Alternatively, this won’t be true for industries like well being, leisure, and finance, the place shorter articles are likely to carry out higher.

Hold this in thoughts when creating content material or better campaigns.

It’s a series response. If you happen to create the right content and have correct channels for its distribution, to distribute it, you’ll put it in entrance of an viewers that’s enthusiastic about what it affords. The tip end result? You’ll see a greater bounce fee.

Write Higher Meta Descriptions

Some corporations don’t take the time to optimize meta descriptions for his or her search customers. This results in a declining click-through fee over time.

It will not be necessary of their eyes, however it needs to be.

Meta descriptions are quick descriptions that present up within the search outcomes web page and inform customers what to anticipate after they click on on a hyperlink.

Example of a meta description of a google results page.

Intention to maintain your meta between 150 and 160 characters (together with areas) in size. Longer metas will finish in an (….) and might enhance bounce fee as a result of readers really feel the content material doesn’t match what they have been searching for.

Earlier than creating a gorgeous meta description, you’ve bought to grasp search leads to and the outline’s particular function.

So, how do you write an attractive meta description?

Let’s begin with the following pointers:

  • Embody the goal key phrase for the web page. This exhibits customers the web page covers the subject they care about and entices them to click on.
  • Use power words like quick, additional, worth, and now to encourage clicks and conversions.
  • Embody a CTA: Inform customers what to do or what they may be taught.

The Way forward for Bounce Charges

This publish coated bounce charges as they seem in Common Analytics, though UA shall be sundown subsequent yr.

That’s as a result of the overwhelming majority of my shoppers are nonetheless within the means of switching over to GA4.

It’s additionally price noting that in GA4, bounce fee is considered the inverse of engagement. You don’t really want to grasp the way it works proper now (particularly in case you’re nonetheless utilizing the previous model of Google Analytics); simply perceive that the way it’s calculated will change.

Don’t fear; I’ll be right here to replace you with new methods when the change happens!


What instruments can I exploit to measure bounce fee?

The preferred device to measure bounce fee is Google Analytics. 

What’s bounce fee?

Bounce fee is the proportion of customers to a website who go away (or “bounce”) after visiting only one web page.

What is an effective bounce fee?

A bounce fee of about 25 to 40 % is taken into account glorious.

How do I enhance bounce fee?

You possibly can enhance bounce fee by creating participating content material sorts, including inside hyperlinks, concentrating on the correct key phrases, and making a website navigation that’s straightforward to make use of.


Analyzing and bettering your bounce fee might be intimidating. However bettering your bounce fee means a extra engaged viewers and more conversions. If you happen to observe the steps I’ve outlined on this publish, your bounce fee will lower very quickly.

First, perceive a “good” bounce fee and slender down your evaluation to pinpoint precisely what your bounce fee metrics are telling you.

Keep in mind, site-wide bounce fee is solely a conceit metric. It’s too broad to supply actionable info.

Concentrate on the completely different section reviews like your high exit pages, web page timings, and pace reviews to grasp what is perhaps inflicting your bounce charges to be excessive.

To assist folks have interaction along with your content material, you should definitely enhance your website’s readability, add imagery, optimize your CTAs, and use reside chat.

Do some A/B testing to see what works finest for you and your viewers.

Lastly, monitor your reviews with every change to see the place and the way you’re bettering.

Keep in mind: There is no such thing as a magic quantity to hit. Intention to maintain bettering and providing your clients a greater, extra participating expertise.

What instruments and tips do you employ to watch and enhance your bounce fee?

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