The first question that comes to mind when viewing bounce rate in Google Analytics is what is a good bounce rate? In a previous post we discussed what a bounce rate is and how it is measured. Let’s remember that a bounce is when a visitor arrives at a page on your site and then leaves…they do not visit any other pages on your site. But this may not help to judge if you bounce rate is too high or too low.
The answer to the questions is….it depends on the goals of your website. If your site is purely informational then your bounce rate should be high. If your goal is to sell online you require a low bounce rate. The first step is to have a goal for your web site or page. From the goal should the bounce rate be high or low.
The frustrating thing here is that high and low are the only references. We usually want numbers to quantify the trend. High and low is relative to what you experience now. If today you have a bounce rate of 78% high to you means to increase the bounce rate as high as possible, where if you want a low bounce rate you should concentrate on getting the number as far south of 78% as possible. It is all relative.
Lets look at some examples.
- A web page that provides the current weather conditions. The conversion goal is to have people come to my page to see the current weather. So my conversion is a visit to the web page. There should be many visits to the site with a high bounce rate. This indicates visitors see the information they want and then leave my site.
- A website that sell hats. The conversion is defined as the purchase of a hat. We know from experience there are several steps to complete a purchase online like placing the hat in my cart, providing payment information, and viewing a receipt. So a low bounce rate is expected. If there is a high bounce rate then it indicates customers are either not interested in the hats or leaving somewhere in the purchase process.
So the first step is to define the goal of your website or page, then from there you will discover is your bounce rate needs to be high or low.
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