If you are keeping an eye on your website's analytics, you have probably come across the term “bounce rate.” But what does it actually mean?
And more importantly, is a high bounce rate hurting your chances of winning over new customers?
If those 2 sentences were confusing, don't worry. In this blog, I'm going to explain what bounce rate is and show you why it can be a useful metric to track, but also be deceiving.
What Is Bounce Rate?
Bounce rate refers to the percentage of visitors who land on a page on your website and then leave without clicking through to another page. In other words, they came, they saw… and they left.
For example, if 100 people visit your homepage and 70 of them leave without doing anything else, your bounce rate is 70%.
How can I check my website’s bounce rate?
You can view bounce rate in tools like Google Analytics, under “Engagement” > “Pages and screens” (in GA4).
Bounce rate is not shown by default. To view it:
Click customise report
In the "report data" section, click metrics
Click "add metric" and search "bounce rate"
Once you have added the new metric it will appear as a new column
Is a High Bounce Rate Always a Bad Thing?
Not necessarily. Sometimes, a user gets exactly what they need from a single page, like your phone number or business hours, and leaves satisfied. That’s not a loss.
However, a consistently high bounce rate can be a red flag. It could mean your website isn’t engaging enough, your content doesn’t match search intent, or your user experience needs to be improved.
Does bounce rate affect SEO?
While bounce rate isn’t a direct ranking factor, it can influence SEO indirectly by affecting engagement metrics and user signals that search engines consider.
Common Reasons People Bounce from Your Site
There are lots of reasons users might bounce from a website. Here are some of the main culprits:
1. Slow Page Load Times
Nobody likes to wait. When a website doesn't load properly, users get frustrated. If your site takes more than 3 seconds to load, users are likely to bounce before they even see what you’ve got to offer.
2. Poor Mobile Experience
Over the last 15 years, we've gone from desktop first to mobile first. With so many people browsing on their phones, a clunky mobile site is a surefire way to turn users away. Small text, overlapping buttons, side-scrolling, be aware of these issues.
3. Misleading Meta Titles or Descriptions
If your search listing promises one thing and the landing page delivers another, visitors will leave quickly. Google will serve what it thinks is the best seo title and meta description for a page. If your page isn't contextually accurate, your meta will confuse users and they will leave in droves.
4. Difficult Navigation
Missing or broken links, 404's (page not found), a bad site structure, if it’s not clear where to go next, people won’t stick around to figure it out.
5. Lack of Clear Call-to-Action (CTA)
Without a compelling reason to click, scroll or buy, users won’t. While users don't need to be told to "click here" all of the time, it is still helpful to add clear and helpful call to actions if you want users to do something on your webpage.
6. Lack of "stickiness"
Stickiness relates to a user sticking around and reading more articles on your website. Let's say the user was looking for information, they find your blog and read the article. |If there aren't any related blogs or prompts to discover more on your website, they will bounce.
How to Reduce Your Bounce Rate
Now you know what causes a high bounce rate, here are some tips on reducing it.
✅ Improve Page Load Speed
Use tools like Google PageSpeed Insights (add link) to test your site’s speed and get recommendations. WordPress sites and sites with lots of plugins may struggle to get a top score, but adding things like image compression can help.
✅ Make Sure Your Content Matches Search Intent
Your landing pages should answer the questions your users are actually asking. Do some keyword research and make sure the content delivers real value. Look at whether users are looking for information, shopping around, comparing prices or ready to buy. This will help you tailor your web pages to meet their needs.
✅ Optimise for Mobile
Responsive design is a must. Make sure fonts are readable, buttons are clickable, and that pages load correctly on all devices. Get into a habit of checking your website on a mobile phone first. Don't get obsessed with things like video backgrounds, they slow things down too much. A faster browsing experience is more important.
✅ Use Clear, Engaging CTAs
Guide visitors towards the next step—whether that’s reading another blog, signing up for a newsletter, or buying a product. This not only helps you get more conversions, but it also improves stickiness.
✅ Improve Your Internal Linking
Keep people exploring your site with relevant internal links. For example, if they came for a blog post about how solar panels work, link to related content on how my a solar PV system costs to install. Be smart and think about relevance.
✅ Don't clutter your menu
There is no need to have everything in your main site navigation. While this will be different for every business, think about the main thing you want users to do on your website, and make it easy to access via your menu from anywhere on your site.
Jonny's advice: What's a good bounce rate and what's bad?
It depends on your industry and the type of content. If a page is designed to convert or help users navigate to something they want, it may have a high bounce rate, but that doesn't mean it's a failure. You should check the overall engagement metrics rather than just the bounce rate.
0-20% = A bounce rate this low might make sense for some pages, or if you have quite low traffic. It may, however, also be a sign that there is a tracking issue. I would investigate further to make sure there is nothing wrong.
20-40% = Exceptional
41-55% = Good
56-65% = Higher than normal, may need attention
70% + = Time to investigate
Is Your Website Turning Customers Away?
Your bounce rate is like a silent signal, it shows whether your website is doing its job or driving people away.
By improving your content, design, and UX, you can turn bounces into engagement — and eventually conversions. Of course, these improvements should align with a broader digital marketing strategy to ensure your website is firing on all cylinders.
Don't forget, reducing bounce rate isn't just about numbers. It's about making your website more useful, welcoming and easy to navigate. When people enjoy using your site, they’ll stick around longer, and that’s what Google loves, too.
Do you need help lowering your bounce rate and keeping customers on your site? Fill out the form below to get in touch with us. Let’s turn your traffic into conversions.
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