11 Reasons Your Website Can Have a High Bounce Rate

The dreaded excessive bounce fee.

It makes the shoulders of on-line entrepreneurs tense up and causes their foreheads to wrinkle up with concern.

What Is Bounce Rate?

As a refresher, bounce fee refers back to the proportion of holiday makers that depart your web site (or “bounce” again to the search outcomes or referring web site) after viewing just one web page in your website.

Before you begin worrying, contemplate that “high” is a relative time period.

Most web sites will see bounce charges between 26% to 70%, based on a RocketFuel examine.

average bounce rates

Based on the info they gathered, they supplied a bounce fee grading system of kinds:

  • 25% or decrease: Something might be damaged
  • 26-40%: Excellent
  • 41-55%: Average
  • 56-70%: Higher than regular, however may make sense relying on the web site
  • 70% or greater: Bad and/or one thing might be damaged

The total bounce fee in your website will dwell within the Audience Overview tab of Google Analytics.

Google Analytics Audience Overview Bounce Rate

You can discover your bounce fee for particular person channels and pages within the habits column of most views in Google Analytics.

Google Analytics Landing Pages Bounce Rate

There are a variety of causes your web site can have a excessive bounce fee.

Let’s evaluation 10 frequent ones and find out how to repair them.

1. Slow-to-Load Page

Site pace is a part of Google’s rating algorithm, so it’s simply good search engine optimisation to deal with it.

Google desires to advertise content material that gives a optimistic expertise for customers, and so they acknowledge that a sluggish website can present a poor expertise.

If your web page takes longer than a few seconds to load, your guests could get fed up and depart.

Fixing website pace is a lifelong journey for many search engine optimisation execs and site owners, however the upside is that with every incremental repair, you must see an incremental enhance in pace.

Review your web page pace (total and for particular person pages) utilizing instruments like:

  • Google PageSpeed Insights.
  • Pingdom.
  • GTMetrix.

They’ll give you suggestions particular to your website, resembling compressing your photographs, decreasing third-party scripts, and leveraging browser caching.

2. Self-Sufficient Content

In some circumstances, the consumer will get every little thing they had been searching for from the web page in your website.

This could be a great factor – maybe you’ve achieved the content material marketer’s dream and created superior content material that wholly consumed them for a handful of minutes of their lives!

Or maybe you might have a touchdown web page that solely requires the consumer to finish a quick lead kind.

To decide whether or not bounce fee is nothing to fret about, you’ll wish to have a look at the Time Spent on Page and Average Session Duration metrics in Google Analytics.

If the consumer is spending a couple of minutes or extra on the web page, that sends a optimistic sign to Google that they discovered your web page extremely related to their search question. If you wish to rank for that individual search question, that type of consumer intent is gold.

If the consumer is spending lower than a minute on the web page (which often is the case of a correctly optimized touchdown web page with a quick-hit CTA kind), contemplate engaging the reader to learn a few of your associated weblog posts after filling out the shape.

3. Disproportional Contribution by a Few Pages

If we develop on the instance from the earlier part, you will have a few pages in your website which might be contributing disproportionally to the general bounce fee in your website. Google is savvy at recognizing the distinction between these.

So in case your single CTA touchdown pages moderately fulfill consumer intent and trigger them to bounce shortly after taking motion, however your longer-form content material pages have a decrease bounce fee, you’re in all probability good to go.

However, it would be best to dig in and ensure that that is the case or uncover if a few of these pages with a greater bounce fee shouldn’t be inflicting customers to depart en masse.

Open up Google Analytics, go to Behavior > Site Content > Landing Pages, and type by Bounce Rate.

Consider including a complicated filter to take away pages which may skew the outcomes.

For instance, it’s not essentially useful to agonize over the one Twitter share with 5 visits which have all of your social UTM parameters tacked onto the top of the URL.

My rule of thumb is to find out a minimal threshold of quantity that’s vital for the web page.

Choose what is sensible in your website, whether or not it’s 100 visits or 1,000 visits, then click on on Advanced and filter for Sessions larger than that.

use google analytics advanced filter sessions to find bounce rate

4. Misleading Title Tag and/or Meta Description

Ask your self: Is the content material of your web page precisely summarized by your title tag and meta description?

If not, guests could enter your website considering your content material is about one factor, solely to search out that it isn’t, after which bounce again to whence they got here.

Whether it was an harmless mistake otherwise you had been attempting to sport the system by optimizing for key phrase clickbait (disgrace on you!), that is, fortuitously, easy sufficient to repair.

Either evaluation the content material of your web page and modify the title tag and meta description accordingly or rewrite the content material to handle the search queries you actually wish to entice guests for.

5. Blank Page or Technical Error

If your bounce fee is exceptionally excessive and also you see that persons are spending lower than a few seconds on the web page, it’s doubtless your web page is clean, returning a 404, or in any other case not loading correctly.

Take a have a look at the web page out of your viewers’s hottest browser and gadget configurations (e.g., Safari on desktop and cell, Chrome on cell, and so forth.) to copy their expertise.

You may test in Search Console underneath Coverage to find the problem from Google’s perspective. Correct the problem your self or speak to somebody who can – a problem like this will trigger Google to drop your web page from the search leads to a hurry.

google search console coverage report shows site errors that could contribute to bounce rate

6. Bad Link from Another Website

It’s potential you would be doing every little thing excellent in your finish to attain a regular or low bounce fee from natural search outcomes, and nonetheless have a excessive bounce fee out of your referral visitors.

The referring website may very well be sending you unqualified guests or the anchor textual content and context for the hyperlink may very well be deceptive.

Sometimes that is a results of sloppy copywriting. The author or writer linked to your website within the flawed a part of the copy, or didn’t imply to hyperlink to your website in any respect.

Start by reaching out to the creator of the article, then the editor or webmaster if the creator doesn’t have the flexibility to replace post-publish.

Plead your case and politely ask them to take away the hyperlink to your website or replace the context, whichever is sensible.

(Tip: you may simply discover their contact data with this superior information by Joshua Daniels.)

Unfortunately, the referring web site could also be attempting to sabotage you with some adverse search engine optimisation ways, out of spite or simply for enjoyable.

For instance, they could have linked to your Guide to Adopting a Puppy with the anchor textual content of FREE GET RICH QUICK SCHEME.

You ought to nonetheless attain out and politely ask them to take away the hyperlink, but when wanted, you’ll wish to replace your disavow file in Search Console.

Disavowing the hyperlink received’t cut back your bounce fee, however it is going to inform Google to not take that website’s hyperlink into consideration in terms of figuring out the standard and relevance of your website.

7. Affiliate Landing Page or Single-Page Site

If you’re an affiliate, the entire level of your web page could also be to intentionally ship individuals away out of your web site to the service provider’s website.

In these cases, you’re doing the job proper if the web page has a greater bounce fee.

The same state of affairs can be you probably have a single-page web site, resembling a touchdown web page in your e-book or a easy portfolio website.

It’s frequent for websites like these to have a very excessive bounce fee since there’s nowhere else to go.

Remember that Google can normally inform when a web site is doing a good job satisfying consumer intent even when the consumer’s question is answered tremendous shortly (websites like WhatIsMyScreenDecision.com come to thoughts).

If you’re , you may modify your bounce fee so it makes extra sense for the targets of your web site.

8. Low-Quality or Under Optimized Content

Visitors could also be bouncing out of your web site as a result of your content material is simply plain unhealthy.

Take a lengthy, onerous have a look at your web page and have your most judgmental and sincere colleague or buddy evaluation it (ideally, this individual both has a background in content material advertising or copywriting, or they fall into your audience).

One risk is that your content material is nice, however you simply haven’t optimized it for on-line studying.

  • Are you writing in easy sentences (assume highschool college students vs. PhDs)?
  • Is it simply scannable with a lot of header tags?
  • Have you included photographs to interrupt up the copy and make it simple on the eyes?

Writing for the online is completely different than writing for written publications.

Brush up your on-line copywriting abilities to extend the time individuals spend studying your content material.

The different risk is that your content material is poorly written total or just isn’t one thing your viewers cares about.

Consider hiring a freelance copywriter or content material strategist who will help you revamp your concepts into highly effective content material that converts.

9. Bad or Obnoxious UX

Are you bombarding individuals with advertisements, pop-up surveys, and e mail subscribe buttons?

CTA-heavy options like these could also be irresistible to the advertising and gross sales group, however utilizing too lots of them could make a customer run for the hills.

Is your website complicated to navigate?

Perhaps your guests need to discover extra, however your weblog is lacking a search field or the menu objects are troublesome to click on on a smartphone.

As on-line entrepreneurs, we all know our web sites out and in. It’s simple to overlook that what appears intuitive to us is something however to our viewers.

Make certain you’re avoiding these frequent design errors, and have a internet or UX designer evaluation the location and allow you to know if something pops out to them as problematic.

10. The Page Isn’t Mobile-Friendly

While we all know it’s essential to have a mobile-friendly web site, the apply isn’t at all times adopted in the true world.

In truth, one examine discovered that just about a quarter of the highest web sites in 2018 had been certainly not mobile-friendly.

Websites that haven’t been optimized for cell don’t look good on cell gadgets – and so they don’t load too quick, both. That’s a recipe for a excessive bounce fee.

Even in case your web site website was applied utilizing responsive design rules, it’s nonetheless potential that the dwell web page doesn’t learn as mobile-friendly to the consumer.

Sometimes, when a web page will get squeezed into a cell format, it causes a number of the key data to maneuver below-the-fold.

Now, as a substitute of seeing a headline that matches what they noticed in search, cell customers solely see your website’s navigation menu.

Assuming the web page doesn’t provide what they want, they bounce again to Google.

If you see a web page with a excessive bounce fee and no obvious points instantly bounce out to you, take a look at it in your cell phone.

You can establish non-mobile-friendly pages at-scale utilizing Google’s free Test My Site software.

google test my site for mobile friendly

11. Wonky Google Analytics Setup

It’s potential that you just haven’t correctly applied Google Analytics and added the monitoring codes to all of the pages in your website.

Google explains find out how to repair that right here.

5 Pro Tips for Reducing Your Bounce Rate

Regardless of the rationale behind your excessive bounce fee, right here’s a abstract of finest practices you may implement to convey it down.

1. Make Sure Your Content Lives Up to the Hype

Your title tag and meta description successfully act as your web site’s digital billboard in Google.

Whatever you’re promoting within the SERPs, your content material must match.

Don’t name your web page an final information if it’s a quick put up with three suggestions.

Don’t declare to be the “best” vacuum in case your consumer evaluations present a 3-star ranking.

You get the thought.

Also, make your content material readable:

  • Break up your textual content with a lot of white house.
  • Add supporting photographs.
  • Use quick sentences.
  • Spellcheck is your buddy.

2. Keep Critical Elements Above the Fold

Sometimes, your content material matches what you promote in your title tag and meta description; guests simply can’t inform at first look.

When individuals arrive on a web site, they make a direct first impression.

You need that first impression to validate no matter they thought they had been going to see once they arrived.

A distinguished H1 ought to match the title they learn on Google.

If it’s an ecommerce website, a picture ought to match the outline.

3. Speed Up Your Site

When it involves search engine optimisation, sooner is at all times higher.

Keeping up with website pace is a job that ought to stay firmly caught to the highest of your search engine optimisation to-do listing.

There will at all times be new methods to compress, optimize, and in any other case speed up load time.

  • Implement AMP.
  • Compress all photographs earlier than loading them to your website, and solely use the utmost show dimension needed.
  • Review and take away any exterior or load-heavy scripts, stylesheets, and plugins. If there are any you don’t want, take away them. For those you do want, see if there’s a sooner choice.
  • Tackle the fundamentals: Use a CDN, minify JavaScript and CSS, and arrange browser caching.

4. Minimize Non-Essential Elements

Don’t bombard your guests with pop-up advertisements, in-line promotions, and different content material they don’t care about.

Visual overwhelm may cause guests to bounce.

What CTA is a very powerful for the web page?

Highlight that in a compelling method.

For every little thing else, delegate it to your sidebar or footer.

5. Help People Get Where They Want to Be Faster

Want to encourage individuals to browse extra of your website?

Make it simple for them.

Leverage on-site search with predictive search, useful filters, and an optimized “no results found” web page.

Rework your navigation menu and A/B take a look at how advanced vs. easy drop-down menus have an effect on your bounce fee.

Include a Table of Contents in your long-form articles with anchor hyperlinks taking individuals straight to the part they wish to learn.


Hopefully, this text will assist you to diagnose what’s inflicting your excessive bounce fee, and you’ve got a good concept find out how to repair it.

Now get to it!

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Image Credits

In-Post Image: RocketFuel
All screenshots taken by creator, October 2019

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