What is bounce rate and how does it affect your site?
Bounce Rate is the percentage of people visiting your site and then immediately leaving. Using tools such as Google Analytics, you can identify what search engines show the highest bounce rates. For example, it could show that Bing is delivering a 75% Bounce Rate. This means that 75% of the visitors coming from Bing to your website during the date range you have selected are visiting one page and then leaving your site.
Depending on how your Google Analytics account is set up, this may include closing the browser, directly typing in a different site’s URL into their browser’s navigation bar, or clicking on a link to one of your social media sites or off-site blog. This third case is important to note, because unless Google Analytics has been set-up to track these off-site channels as part of the account, a visitor will be considered a Bounce even though they are still interacting with channels your brand controls.
IS A HIGH BOUNCE RATE BAD?
A high Bounce Rate typically indicates that a visitor did not find the page they landed on relevant to what they were looking for. This is not always the case. If your blog is being tracked by Google Analytics and a visitor lands on one of your blog posts and the information they seek is clearly available, they may have no further interest in staying on your site. A low Bounce Rate, on the other hand, does not necessarily mean your users are happily engaged with your site. If you pair a low Bounce Rate with a high number of Page views and low conversions, your visitors may be frustrated and unable to find what they are looking for even after searching and are leaving your site unfulfilled.
So although these statistics are great, they can only be used as an estimate as you can never know the real reason for someone leaving or staying on your page, unless you asked them all individually.
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