What Is A Good Bounce Rate For A Website? [2021 Benchmarks])
Generally, a bounce rate of under 50 percent is excellent. If you’re approaching 70 percent, you’re still okay, but you should look into improving it. The exact benchmark depends on your industry and your website’s function.
The bounce rate measures the percentage of your website visitors that leave your site without ever clicking to a second page. So, a 40-percent bounce rate means that 60 percent of your visitors click to a second page before leaving.
That’s the quick answer. Like anything else with SEO, there’s plenty more to consider. Read on to learn more about:
- Why Bounce Rate Is Important
- How To Find And Measure it
- Using The Right Measurements
- How To Keep People On Your Site
Why Is Bounce Rate Important?
Bounce rates give you important information about your site’s performance. And, it affects how Google will rank your site and individual pages. Lower rates are better for both.
Let’s go the technical route first.
Bounce rate is one of many signals Google uses to decide if they should push your content to the top of their search results. When the search engine sees people leaving your site quickly, it starts to think that you don’t have great content.
Of course, that may not be true! Maybe you have loads of authoritative information. But, you’re not presenting it in a way that keeps readers on the page. Or, you’ve given away everything in one shot, and now the person has no reason to stick around.
We’ll get into those ideas more a little later here. But for now, the point is: When Google sees people bouncing in and out of your site (the popular term here is “pogo sticking”) it thinks something’s wrong.
Search engines aside, here’s what a high bounce rate means for you: Fewer sales.
People leaving your site after one page means they’re not engaging with your business. Unless people are reaching your site and then dialing the phone, they’re leaving before taking any action.
And, isn’t engagement the point of your web presence? You want to convert visitors into leads. When you notice people popping on your site, reading a little, and then leaving, you’re losing out on potential business.
We’ll discuss how to fix all this. But first, let’s talk about how to figure out what’s happening.
Where Do I Find My Bounce Rate In 2021?
The easiest way to find your bounce rate is in Google Analytics. Here’s a quick path to it using the menu on the left of the screen. Start by going to:
- Behavior ->
- Site Content ->
- All Pages
Once you’re in there, you’ll see a table with rows showing your bounce rate along with your page views and other stats.
Notably, there’s also “Time On Page.” That’s how long a user remains on the page before leaving. The longer, the better.
You can find the bounce rate in a few other places and expressed a few different ways. But, this is a great starting point. From here, you should drill down in two different ways.
Toward the top of this page, you’ll see where it says “All Users.” You can change this, so your stats break out by:
- Organic Searches (people who surfed in on their own),
- Direct Traffic (people who typed in the URL to get there)
- Paid Traffic (people who followed online ads to reach you)
Once again, there are even more options. These are a great start because you may find a lot of variation when you look at these individually.
Narrowing down your measurements by location is crucial for local businesses. Instead of just seeing your overall bounce rate, you can drill down to specific towns and cities.
This insight has been tremendous for us here at Mingl. When we started handling content creation and SEO, we did a great job of increasing clients’ traffic. But, in the process, we also pushed their bounce rate way up.
(Well, not quite — you’ll see why in a moment)
Our content answered all the right questions that people were asking. Searchers from all over the country were clicking on our posts to find the information they wanted.
However, we were dealing mostly with local businesses like HVAC contractors. So, our offers only applied to a tiny segment of those readers.
The result? Most people got the information they wanted and realized our client couldn’t help them from across the country. So, they bounced.
And, they (almost) made us look bad!
So, what did we do?
We looked closer.
This time, we used the left-side menu to navigate: Audience -> Geo -> Location. You’ll see the top country as The United States.
Click on that, and you’ll get a breakdown by state. Click on your state, and you can see town-by-town analysis.
That made all the difference. Suddenly, our 80-percent bounce rate was closer to 50 percent in the region that mattered.
Of course, we didn’t just rest on our laurels. We kept looking for ways to get both rates down.
How To Keep People On Your Site
So, it’s come to your attention that your bounce rate could use a little attention? Don’t be ashamed. It happens to everyone at some point.
And, you’ve got plenty of ways to get the rate back down. We don’t have room here to go through all of them. Instead, here are three easy, effective ones to start with.
Improve Site Speed
If your site loads too slow, users will hit the “Back” button before they even see what you have to offer. But, it still counts as a one-page visit. So, up goes the bounce rate.
Test your site speed through Google. If you’re seeing red flags, fixing them can keep people on your pages.
Link To More Content
When you’re writing great, informative articles, you should let people know they’re available! As you’re completing a blog, service, or product page, look through your existing articles and pages.
Then, add a link on your new page to another place on your site that answers a similar question. You can do this in text, with a Call-To-Action button, or even just by writing “Read More” and then adding the link.
This way, even someone who’s not a potential lead may visit one more page on the site. Once they do that, their visit won’t be a bounce.
Plus, internal linking on its own helps your SEO. Google likes sites with lots of interconnected pages.
Offer Free Downloads
Offering a free download (usually a PDF) decreases your bounce rate while getting leads into your sales funnel.
It’s a familiar playbook: Come up with a white paper, how-to guide, checklist, or another attractive offer. Then, make it available to your readers for free. They just need to give you their email address to download it.
When a user engages, they have to go to a second page to fill out the form. That leads to a third page, which is the Thank You page and/or the download link.
Not only can you now start nurturing that lead. You’ve also helped reduce your bounce rate by leading the person through two or three pages.
These are just a few ways you can track and improve your bounce rate. If you have more questions about taking your website and digital marketing to the next level, or if your in-house marketing team can use some support, call or email us here at Mingl Marketing.