Jamie McPhee
Jamie McPhee
SEO Exec

Bounce Rate 101

Bounce rate is probably a phrase you’ve heard of if you’re familiar with digital marketing and Google Analytics. When it comes to bounce rate there are a number of common questions that clients ask us, this blog post is designed to answer the most popular questions we get asked.

Let’s begin with the fundamentals:

What is bounce rate?

Your website’s bounce rate is the percentage of visitors who come to your site and leave without visiting a second page.

How to find your bounce rate

When it comes to finding out the bounce rate of your website, the first port of call should be Google Analytics.

The overall bounce rate of your website can be found in the audience overview report.


Google analytics also provides you with bounce rates for individual pages from your website. This can be found within the all pages in the site content section.


What is a good bounce rate?

This is a question that we get asked frequently, and the answer is ‘it depends’. It is important not to judge performance just by looking at your website’s bounce rate; it must be used in context of other metrics. What is a good bounce rate for a website can be determined by a number of factors, such as: brand, industry, user intention, stage of user lifecycle and many other factors.

Below are the average bounce rates by industry, according to an infographic by Kissmetrics:

  • Retail sites (driving well targeted traffic) – 20-40% bounce rate
  • Simple landing pages (with one call to action) – 70-90% bounce rate
  • Content websites – 40-60% bounce rate
  • Lead generation – 30-50% bounce rate
  • Blogs – 70-98% bounce rate

Reducing your bounce rate

If your website is suffering from a particular high bounce rate then it is likely that your users are less well engaged and unlikely to convert.

Here are just a few tips which may help lower your bounce rate:

  1. Avoid Pop-ups
    If possible try and avoid pop-ups, or at least try and keep them to a minimum. Users generally find pop-ups annoying, and more often than not they will interrupt the user experience.
  2. Use of Good Navigation & Search
    One of the biggest frustrations for website users is not been able to find what they’re looking for and if they can’t find what they’re looking for they’ll more than likely leave. Ensuring your website has an intuitive navigation, prominent search bar and a good internal link structure will ensure that users can find what they’re looking for, and keep them from leaving your site
  3. Have Fresh Content
    Who wants to see or read the same content every time they visit your website!? Ensuring your website is updated with new content on a regular is important in helping bring down that bounce rate.

    Whether it is adding a new blog post, new products and promotions, or simply refreshing old content that still gets a bit of traction, these actions will certainly help in reducing the bounce rate.

  4. Optimise Page Speed
    Another big frustration for users is websites that take forever to load, not only is it important to have a good page load speed for the user but Google also use page speed as a ranking factor. According to research approximately 57% of website users will leave a page if it takes longer than 3 seconds to load.
  5. 404 Page
    In an ideal world your users should never be presented with a 404 (page not found error), however sometimes they’re unavoidable. 404 error pages are usually a result of broken links, deleted content or misspelt URLs. In the instance a 404 page is displayed, this is something that the user isn’t probably expecting to see, and they are likely to leave the site at this point.

    Ensuring your website contains a useful 404 error page can help in retaining users. There are a number of key things that can be used on a 404 page to prevent users from ‘bouncing’:

    • Search box
    • Links to popular landing pages
    • Contact information

Need more help reducing your bounce rate? Drop us a line at info@ponderosagroup.co.uk.

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