Generally speaking, a high bounce rate is not a good thing. It can negatively affect your search engine rankings and it can indicate that your visitors are leaving your site to find other things on the web.
What is bounce rate?
Bounce rate is the percentage of your visitors who are single-page viewers. Meaning they leave your web page without clicking anywhere else on your website. A high bounce rate could mean that visitors either didn’t find what they were looking for, the page wasn’t user friendly, or the page did not engage them to want to read more.
Average Bounce Rate for Websites
The average bounce rate for websites will vary according to the type of page or website it is. According to Sam Kusinitz, the average bounce rate for various pages is illustrated below (1).
- Content Websites: 40-60%
- Lead Generation: 30-50%
- Blogs: 70-98%
- Retail Sites: 20-40%
- Service Sites: 10-30%
- Landing Pages: 70-90%
Compare your page rates with these numbers to make sure that you have realistic expectations of what your BR should be.
How to Reduce Bounce Rate for Websites
Most of the steps you take to reduce bounce rate for websites centers around enhancing your users’ experience. Here are some areas to focus on:
- Start with a user friendly page layout. Things like quick navigation, easy to read headlines and font, proper use of images (also see Make Images SEO Friendly), and load time all make the layout more user friendly.
- Use larger fonts. I use 14 or higher, 12 is ok too but anything below that is just too small.
- Color Contrast to ensure colors complement each other.
- Use Large headlines.
- Use number and bullet lists instead of long paragraphs.
- Make your content organized and user friendly.
- Make sure your spelling and grammar are correct.
Provide Quality Content
The single most important factor to enhancing your users’ experience is providing quality content. Here are a few tricks to follow (also see Keys to Writing Quality Content):
- Have clear message that is tailored to your target audience.
- Make headers and subheads large, bold, and clear.
- Use relevant images to enhance your content message.
- Make your content grammatically correct and free of spelling errors.
- Include a call-to-action and with easy to find links.
Measuring Bounce Rate
If you haven’t already, you need to sign up for Google Analytics and link it to your website. Google analytics provides a measurement for your BR among a ton of other information. Insert tutorial.
The steps on how to reduce bounce rate for websites will not only help improve user engagement, but they will also improve the overall quality of your website as well.
If you have any questions please leave them in the comments section and I will get back to you.
(1) Kusinitz, S. (July 17, 2014). How to Decrease Your Website’s Bounce Rate [Infographic]. Retrieved from: http://blog.hubspot.com/marketing/decrease-website-bounce-rate-infographic