Eric Elliott

What is a bounce rate?

Nov 02,2018 / Marketing Strategy

Google Analytics provides great tools to monitor and analyze your website’s performance. One of these monitoring tools is a bounce rate. A bounce rate is the percentage of website visitors who visit your site and navigate away without viewing other pages.

A bounce rate is measured by percentage. For instance, if you have 250 web viewers in a day and 53 leave your page before visiting other pages on your site, you have a bounce rate of 21%. A good bounce rate is no higher than around 30%. If your bounce rate is around 40-50% or higher, it’s time to dig a little deeper and find out why viewers are leaving your site without wanting more.

Keep in mind that businesses in the service industry tend to have higher bounce rates. This is mostly due to the fact that when visitors come to your website, they are looking for information to contact your business. When they find what they need, there’s no reason to remain on your website to browse. Therefore, if you’re in the service industry, make sure your contact information is easily accessible to website viewers; especially if you’re in the emergency service business.

Not in the service industry but your bounce rate is still high? We recommend looking into the user flow section of your Google Analytics. This tool acts as a “heat map” of sorts letting you know what pages your website visitors are viewing. When you know what pages your website viewers are landing on, you can better assess why they aren’t staying on your website.

There’s also another reason you could have a high bounce rate. Do you have a one page site? If you have a one page site your bounce rate will be very close to if not 100%. This is because there is no other page for the viewer to visit and therefore, the bounce rate will always remain high.

Your bounce rate is important to note and monitor in your campaign as this measurement will indicate potential issues and missed opportunities to convert website visitors into customers. Your bounce rate and other Google Analytics tools are helpful in determining the issue and identify the areas your business can maximize on selling opportunities if you know what to look for.

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