What is Bounce Rate?
A bounce rate is a component of web analytics that informs of a visitor’s session consisting of a single-page visit before exiting the webpage. Essentially, a bounce rate tracks a single request made by the visitor before they leave the webpage altogether, without continuing their browsing session. In terms of web analytical insights, marketers are curious to know the details of a visitor’s session and how they engage with a particular website. A bounce rate can provide insight to understand if the entry page has impacted the visitor to continue exploring other pages, or if the session has gone as far as just opening the entry page before turning back. For example, Google Analytics determines a “bounce” if the user visited a single page and then exited the website. A “visitor” is defined by a user engaging with at least one additional page beyond the entry page. Depending on how strong or weak the bounce rate may be, website developers can then adjust their website layout pages and aim to engage visitors to continue the sessions beyond the initial entry page.
Lower vs. High Bounce Rate
Understanding the concept of bounce rate is comparable to understanding the first impression that a website can make on a user. Another term used to understand bounce rate is the level of “stickiness” a website may have. The idea being that if a website is sticky, it is effectively engaging users that would turn into visitors thus deeply digesting the content presented. Ideally, developers would want the content of their entry page to be a portal and window to lead the user throughout the web pages engaging and interacting with the content arranged. If the website is not as engaging or as useful as developers would have hoped, the bounce rate will be helpful in determining how strong or weak the initial entry page is. In addition, based on the objective and purpose of the website, a higher or lower bounce rate can be ideal or a point of feedback for developers.
- High Bounce Rate: A higher bounce rate means that users are visiting the website but only engaging with the entry page and then exiting their session. Generally, a higher bounce rate translates to visitors not engaging with the rest of the webpages and only sticking to the initial page. If websites experience a high bounce rate then they must revise their content to reflect the opportunity for more engagement.
- Low Bounce Rate: A low bounce rate essentially means that visitors are engaging with a website beyond its entry page. Having a low bounce rate is promising for website developers as it indicates that the content on the site is engaging and users are spending time combing through the webpages.
How to Improve Bounce Rate?
Bounce rates are a great indicator to know how content on a website is connecting with the target audience. In order to lower a bounce rate for a website, developers must think of ways to increase engagement and convert their audience into visitors. Including interactive elements and features is a great step in lowering a website’s bounce rate and generating further interest in the website.