Bounce rate - what does this bounce rate say about your website?

Service Business

Do you run a company website? Or maybe an online store? You should become familiar with the concept of the bounce rate that affects the visibility of a website in the search engine. In this text, we explain what the bounce rate actually is and how to reduce it when updating your content. It is also worth knowing that a high bounce rate does not always have to be associated with a negative reception of a given website by Internet users.

What exactly is the bounce rate?

The concept of the bounce rate has been around for many years in internet marketing. It is the basic indicator of the Internet users' interest in a given website. Rejections include sessions in which the user visited a single subpage of our online store, information portal or business card website, and then left the website without going to other subpages within one session. The concept of bounce rate is available in analytical tools such as Google Analytics and refers to the number of restricted sessions per subpage divided by the total number of visits. For example, by entering the phrase "recipe for yeast dough" in the search engine and clicking on the site that inspires our greatest trust, we read the recipe published on the website, read the graphics and leave without reading other recipes. The same situation very often occurs in the case of news portals sharing their news on social networks. The Internet user will enter the website, read the news and leave it.

Bounce rate - as terrible as they paint it?

It is assumed that the higher the bounce rate, the less interesting the content we publish on our site. Very often, a high bounce rate may indicate a poor engagement of Internet users on our website. In this case, we can try to lower it, for example by writing longer descriptions of the products we offer or by searching for more interesting news in the case of information portals. If the problem of a high bounce rate occurs only on a few pages of our website, it is worth carefully analyzing their content and trying to diversify it in some way. For example, if it appears on subpages promoted as part of online marketing campaigns, it is worth considering whether our website has been properly described and the advertising content accurately reflects the real content of the website. It has been assumed that the bounce rate of over 60% for simple websites, over 30% for forums and over 50% for websites aimed at generating interest in a given service or product offer is worrying, but it is worth remembering that a high bounce rate does not always mean a low interest in our website or uninteresting content. In some cases, it is natural for the ratio to be high. For example, if you run a blog, information service or online store, the content of which is shared on social networks, it will be natural to have a high bounce rate. The same is true when subsequent posts are automatically loaded on one page. The user can then read many of the content published by a given author without going to other subpages. In such cases, a high bounce rate does not have to mean a negative reception of the website by Internet users and we do not have to worry about it.