{"id":40494,"date":"2020-11-03T11:00:22","date_gmt":"2020-11-03T16:00:22","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=40494"},"modified":"2023-05-15T02:55:51","modified_gmt":"2023-05-15T07:55:51","slug":"bounce-rate","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/bounce-rate\/","title":{"rendered":"What Is Bounce Rate? How to Interpret and Work with&nbsp;It"},"content":{"rendered":"<div class=\"intro-txt\">Bounce rate is the percentage of visitors that take no further action after landing on a website, like clicking through to another page, leaving a comment, or adding an item to their&nbsp;cart.<\/div>\n<p>It\u2019s a great metric to measure user engagement, but only if you know how to use&nbsp;it.<\/p>\n<p>In this article, you\u2019ll learn:<\/p>\n<ul>\n<li><a href=\"#bounce-rate-calculation\">How Google Analytics calculates bounce rate<\/a><\/li>\n<li><a href=\"#bounce-rate-importance\">Is bounce rate important?<\/a><\/li>\n<li><a href=\"#bounce-rate-exit-rate-dwell-time\">Bounce rate vs. exit rate vs. dwell&nbsp;time<\/a><\/li>\n<li><a href=\"#interpreting-bounce-rate\">How to interpret and use bounce rate<\/a><\/li>\n<li><a href=\"#good-bounce-rate\">What is a good bounce rate?<\/a><\/li>\n<li><a href=\"#how-to-improve-your-bounce-rate\">How to improve your bounce rate<\/a><\/li>\n<\/ul>\n<p><strong>Spoiler alert:<\/strong>&nbsp;The last two points are the wrong questions to ask. So, don\u2019t bounce, and find out&nbsp;why.<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How Google Analytics calculates bounce rate\" data-section=\"bounce-rate-calculation\">\n<h2>How Google Analytics calculates bounce rate<\/h2>\n<\/div><\/div>\n<p>Every page on your website should have your Google Analytics&nbsp;tracking ID in the code. When someone visits your website, this code fires and triggers a session.<\/p>\n<p>If a visitor leaves your site without further interaction, the session expires, and their visit is classed as a bounce. If they click through to another page or perform an action that triggers an event, like filling out a contact form, the code fires again and tells GA that it\u2019s not a bounce.<\/p>\n<p>However, things aren\u2019t always this simple because many things affect if and how the code is fired. Your data is skewed one way or another by:<\/p>\n<ul>\n<li><strong>Ad blockers<\/strong>. These usually prevent tracking codes from firing, so you won\u2019t see these users in your analytics at&nbsp;all.<\/li>\n<li><strong>Slow-loading pages<\/strong>: Impatient users might bounce before the tracking code&nbsp;loads.<\/li>\n<li><strong>Session timeouts<\/strong>: There are <a href=\"https:\/\/support.google.com\/analytics\/answer\/2731565\" target=\"_blank\" rel=\"noopener noreferrer\">multiple ways<\/a>&nbsp;sessions can expire even if the user plans to engage with the website further.<\/li>\n<li><strong>Improper tracking setup<\/strong>: We\u2019ll look into that&nbsp;later.<\/li>\n<\/ul>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Is bounce rate important?\" data-section=\"bounce-rate-importance\">\n<h2>Is bounce rate important?<\/h2>\n<\/div><\/div>\n<p>Bounce rate is an important metric. It\u2019s useful for assessing user engagement and indicating that there might be something wrong with your tracking setup.<\/p>\n<p>But it\u2019s also an overrated and often misused metric. To prove this point, try sorting the campaigns below from best to worst. For simplicity, assume that we spent the same on each of them and that the quality of leads (signups) is&nbsp;equal.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"822\" class=\"wp-image-40486\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/01-bounce-rate.png\" alt=\"01 bounce rate\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/01-bounce-rate.png 900w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/01-bounce-rate-465x425.png 465w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/01-bounce-rate-768x701.png 768w\" sizes=\"auto, (max-width: 900px) 100vw, 900px\"><\/p>\n<p>I used to give a slightly more elaborate version of this task to interviewees for marketing positions. Most considered bounce rate when making their decision.<\/p>\n<p>In reality, bounce rate doesn\u2019t matter here. What we care about is ROI. You can tell the ROI by comparing the percentage of users each campaign brought with the respective percentage of sign ups. But we can also calculate the conversion rates:<\/p>\n<ul>\n<li><strong>Campaign #1:<\/strong>&nbsp;0.07%<\/li>\n<li><strong>Campaign #2: <\/strong>0.22%<\/li>\n<li><strong>Campaign #3: <\/strong>0.94%<\/li>\n<li><strong>Campaign #4:<\/strong>&nbsp;1.03%<\/li>\n<li><strong>Campaign #5:<\/strong>&nbsp;5.02%<\/li>\n<li><strong>Campaign #6:<\/strong>&nbsp;0.79%<\/li>\n<\/ul>\n<p>So, from best to worst: 5 &gt; 4 &gt; 3 &gt; 6 &gt; 2 &gt;&nbsp;1.<\/p>\n<p>The point here is that campaigns #6 and #1 have the best bounce rates, but they\u2019re terrible at directly converting the&nbsp;users.<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Bounce rate vs. exit rate vs. dwell time\" data-section=\"bounce-rate-exit-rate-dwell-time\">\n<h2>Differences between bounce rate, exit rate, and dwell&nbsp;time<\/h2>\n<\/div><\/div>\n<p>Many people confuse these three metrics, and some even use them interchangeably. So let\u2019s look at how both exit rate and dwell time compare with bounce rate.<\/p>\n<h3>Exit rate<\/h3>\n<p>Exit rate shows the percentage of sessions that ended on a particular page.<\/p>\n<p>For example, imagine that three people visit your website, and their sessions look like&nbsp;this:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"850\" class=\"wp-image-40481\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/02-bounce-rate.png\" alt=\"02 bounce rate\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/02-bounce-rate.png 900w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/02-bounce-rate-450x425.png 450w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/02-bounce-rate-768x725.png 768w\" sizes=\"auto, (max-width: 900px) 100vw, 900px\"><\/p>\n<p>All of the sessions started on page A, which has a bounce rate of 33%. Both B and C have bounce rates of 0% because no session started on those&nbsp;pages.<\/p>\n<p>The exit rate looks different, though:<\/p>\n<p>The exit rate for page A =&nbsp;33%<br>\nThe exit rate for page B =&nbsp;100%<br>\nThe exit rate for page C =&nbsp;0%<\/p>\n<p>None of the three visitors exited the site from page C, one exited on page A (from three sessions with A in them), and two exited on page B (from two sessions with B in&nbsp;them).<\/p>\n<h3>Dwell time<\/h3>\n<p><a href=\"https:\/\/ahrefs.com\/seo\/glossary\/dwell-time\" data-ahr=\"https:\/\/ahrefs.com\/blog\/dwell-time\/\">Dwell time<\/a>&nbsp;is the amount of time between a user clicking on a search result and returning to the <a href=\"https:\/\/ahrefs.com\/blog\/serps\/\">SERP<\/a>. Unlike bounce rate, it\u2019s not a metric you\u2019ll find in Google Analytics.&nbsp;The SEO community created it because it\u2019s thought to be a possible <a href=\"https:\/\/ahrefs.com\/blog\/google-ranking-factors\/\">ranking factor<\/a>.<\/p>\n<p>You can technically set up <a href=\"https:\/\/www.simoahava.com\/analytics\/measure-serp-bounce-time-with-gtm\/\" target=\"_blank\" rel=\"noopener noreferrer\">custom dwell time tracking<\/a>&nbsp;in GA, but that\u2019s way out of the scope of this article.<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to interpret and use bounce rate the right way\" data-section=\"interpreting-bounce-rate\">\n<h2>How to interpret and use bounce rate the right&nbsp;way<\/h2>\n<\/div><\/div>\n<p>The rule of thumb with analytics is to know what you\u2019re looking for and then use filters and segments to isolate and investigate that data. And that means looking at data with common traits.<\/p>\n<p>For example, looking at bounce rates for different channels doesn\u2019t make sense because it\u2019s aggregated across all campaigns and landing pages.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"915\" class=\"wp-image-40490\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/2-source-medium-report.jpg\" alt=\"2 source medium report\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/2-source-medium-report.jpg 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/2-source-medium-report-680x389.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/2-source-medium-report-768x439.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/2-source-medium-report-1536x878.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>Our advice is never to look at bounce rates on aggregated reports like&nbsp;this.<\/p>\n<p>Bounce rates differ from page to page, so you\u2019ll always want to include the landing page dimension into your reports, then choose a channel you want to analyze.<\/p>\n<p>In my case, I went to the <strong>Landing Pages<\/strong>&nbsp;report (Behaviour &gt; Site Content &gt; Landing Pages), then removed the default \u201cAll Users\u201d segment and applied an \u201cOrganic Traffic\u201d segment instead:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1169\" class=\"wp-image-40480\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/3-landing-pages-report.jpg\" alt=\"3 landing pages report\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/3-landing-pages-report.jpg 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/3-landing-pages-report-582x425.jpg 582w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/3-landing-pages-report-768x561.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/3-landing-pages-report-1536x1122.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>To narrow things down further, we\u2019ll look for a common trait in the \u201cLanding Page\u201d dimension and exclude statistically insignificant pages. We can do this by filtering for product pages with the word \u201capparel\u201d in the URL (common trait), and excluding pages with one hundred sessions or fewer (statistically insignificant):<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"516\" class=\"wp-image-40482\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/4-filters-ga.png\" alt=\"4 filters ga\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/4-filters-ga.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/4-filters-ga-680x219.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/4-filters-ga-768x248.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/4-filters-ga-1536x495.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> You can use <a href=\"https:\/\/support.google.com\/analytics\/answer\/1042020?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\">Weighted Sort<\/a>&nbsp;instead of excluding low traffic pages when possible. It just doesn\u2019t work for segmented reports like this&nbsp;one.&nbsp;<\/div>\n<p>The result is a report where bounce rate analysis makes&nbsp;sense.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1042\" class=\"wp-image-40489\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/5-filtered-report.jpg\" alt=\"5 filtered report\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/5-filtered-report.jpg 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/5-filtered-report-653x425.jpg 653w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/5-filtered-report-768x500.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/5-filtered-report-1536x1000.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>Still, it\u2019s important not to get too carried away by your average bounce rate because popular pages skew that number. It\u2019s better to check the median bounce rate, which is 46.78% here (the filtered report has 15 pages, so the 8th page contains the median value).<\/p>\n<p>If a page has a higher than median bounce rates, it may be a sign&nbsp;that:<\/p>\n<ol>\n<li>The page needs a better user experience (you\u2019ll learn what to focus on&nbsp;later)<\/li>\n<li>Your <a href=\"https:\/\/ahrefs.com\/blog\/title-tag-seo\/\">title tag<\/a>&nbsp;and\/or <a href=\"https:\/\/ahrefs.com\/blog\/meta-description\/\">meta description<\/a>&nbsp;doesn\u2019t align with your page\u2019s content, so users leave. The same can apply to ad copy for your performance channels.<\/li>\n<li>It\u2019s a type of page where people bounce naturally.<\/li>\n<\/ol>\n<p>Let me expand on the third&nbsp;point.<\/p>\n<p>Imagine that you\u2019re looking up contact information for a company. You Google \u201c{company} contact,\u201d click-through and write an email or call them. The page provided all you needed, yet you most likely bounced.<\/p>\n<p>There are even categories of pages that will naturally generate bounces yet satisfy the user. Think about recipes. You usually look them up when you need them. You probably won\u2019t jump from a carbonara recipe to a pizza dough recipe even if they\u2019re linked together. You only want to cook the&nbsp;pasta.<\/p>\n<p>You always need to think about the actual content on the page and why people land on it. But at the end of the day, you\u2019re still doing quantitative analysis. You\u2019ll get more insights by analyzing actual user behavior. We\u2019ll touch more on the topic of qualitative analysis at the end of this article.<\/p>\n<p>All in all, these tips apply to any metric, not just bounce rate. You need to know how they\u2019re measured, what they really mean, and use them in the right context.<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"What is a good bounce rate?\" data-section=\"good-bounce-rate\">\n<h2>What is a good bounce rate?<\/h2>\n<\/div><\/div>\n<p>According to the general consensus, a bounce rate of 40 to 60% is considered average so anything below 40% would be good. However, there\u2019s no evidence and reasoning behind those numbers. The reality is that there\u2019s no such thing as a universally good bounce rate.<\/p>\n<p>Bounce rates significantly differ between landing pages and their traffic sources as there are many marketing channels and multiple phases of the <a href=\"https:\/\/ahrefs.com\/blog\/marketing-funnels\/\">customer journey<\/a>.<\/p>\n<p>For example, here\u2019s the performance for Google\u2019s Merchandise Store homepage segmented by marketing channel:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"796\" class=\"wp-image-40485\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/6-filtered-report.png\" alt=\"6 filtered report\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/6-filtered-report.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/6-filtered-report-680x338.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/6-filtered-report-768x382.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/6-filtered-report-1536x764.png 1536w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/6-filtered-report-400x200.png 400w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>The bounce rates for \u201cgoogle \/ cpc\u201d and \u201cpartners \/ affiliate\u201d differ by 36 percentage points, or 133%. And there are bigger difference gaps than this,&nbsp;too.<\/p>\n<p>If we look at things the other way around, we can see how landing page bounce rates differ for a particular traffic source:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"785\" class=\"wp-image-40484\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/6-segment-by-marketing-channel.png\" alt=\"6 segment by marketing channel\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/6-segment-by-marketing-channel.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/6-segment-by-marketing-channel-680x334.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/6-segment-by-marketing-channel-768x377.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/6-segment-by-marketing-channel-1536x754.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>Here, bounce rates fluctuate between 35% and 85% for \u201cgoogle \/ organic\u201d on the ten most-visited landing pages.<\/p>\n<p>The takeaway?<\/p>\n<p>Forget about X% being good and Y% being bad. It\u2019s about looking at the data from the right angle, as shown before.<\/p>\n<h3>Why you can have a \u201cbad bounce rate\u201d<\/h3>\n<p>No, I\u2019m not contradicting myself. It\u2019s more like \u201cwrong bounce rate\u201d than \u201cbad bounce rate\u201d because data can sometimes be skewed and inaccurate. If you see bounce rates that seem way too high or low, this is probably the case, and you should investigate your analytics setup for <a href=\"https:\/\/ahrefs.com\/blog\/google-analytics-tracking-mistakes\/\">tracking mistakes<\/a>.<\/p>\n<p>Here are just a few common problems:<\/p>\n<ol>\n<li><strong>Duplicate tracking code.<\/strong>&nbsp;Are all your bounce rates zero or close-to-zero? You almost certainly have an issue with duplicate tracking codes. <a href=\"https:\/\/ahrefs.com\/blog\/google-analytics-tracking-mistakes\/#missing-duplicate-ga-codes\">Here\u2019s how to fix it<\/a>.<\/li>\n<li><strong>Incorrectly set up interaction events.<\/strong>&nbsp;Events in Google Analytics are interactive by default. If you use them, make sure to switch this off for minor events (e.g., scroll depth tracking). <a href=\"https:\/\/ahrefs.com\/blog\/google-analytics-tracking-mistakes\/#incorrect-interaction-event-setup\">Learn how to handle events properly here<\/a>.<\/li>\n<li><strong>Not firing virtual pageviews on JavaScript-heavy websites. <\/strong>You need to implement something called virtual pageviews if you don\u2019t want your bounces to be skewed. <a href=\"https:\/\/developers.google.com\/analytics\/devguides\/collection\/analyticsjs\/single-page-applications#tracking_virtual_pageviews\" target=\"_blank\" rel=\"noopener noreferrer\">Learn more here<\/a>.<\/li>\n<\/ol>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to improve your bounce rate\" data-section=\"how-to-improve-your-bounce-rate\">\n<h2>How to improve your bounce rate<\/h2>\n<\/div><\/div>\n<p>It\u2019s a straightforward question, but not the best one to ask. That\u2019s because bounce rate isn\u2019t related to your marketing or business objectives. A better question to ask is how you improve user engagement. After all, the more engaged users are, the lower your bounce rates will&nbsp;be.<\/p>\n<p>Here are seven actionable ways to improve user engagement, experience, and potentially bounce rates:<\/p>\n<ol>\n<li><a href=\"#give-people-what-they-came-for\">Give people what they came&nbsp;for<\/a><\/li>\n<li><a href=\"#improve-copywriting\">Improve your copywriting<\/a><\/li>\n<li><a href=\"#be-mobile-friendly\">Be mobile-friendly<\/a><\/li>\n<li><a href=\"#moderate-ads\">Moderate your ads, pop-ups and interstitials<\/a><\/li>\n<li><a href=\"#improve-internal-linking\">Improve your internal linking<\/a><\/li>\n<li><a href=\"#improve-site-speed\">Improve your site&nbsp;speed<\/a><\/li>\n<li><a href=\"#user-experience\">Focus on everything else related to user experience<\/a><\/li>\n<\/ol>\n<h3 id=\"give-people-what-they-came-for\">1. Give people what they came&nbsp;for<\/h3>\n<p>People are impatient. If they don\u2019t feel that your page offers what they were looking for within seconds of landing there, they\u2019ll hit the back button in search of one that&nbsp;does.<\/p>\n<p>Improve your chances of people sticking around by giving them what they want, and&nbsp;fast.<\/p>\n<p>Most recipe sites offer a prime example of what not to do here. Everyone\u2019s there for the recipe, yet bloggers like to give you their life story first. You have to scroll past the history of the dish, a bunch of affiliated products, and a few not-so-humble brags about that time they visited Italy and had the most delicious carbonara ever and, yeah\u2026. bounce!<\/p>\n<p>Use the inverted pyramid method to stop yourself from falling into this trap. Start with the \u201cneed to know,\u201d then cover the \u201cnice to know\u201d&nbsp;later.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"754\" class=\"wp-image-40483\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/7-inverted-pyramid.png\" alt=\"7 inverted pyramid\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/7-inverted-pyramid.png 900w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/7-inverted-pyramid-507x425.png 507w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/7-inverted-pyramid-768x643.png 768w\" sizes=\"auto, (max-width: 900px) 100vw, 900px\"><\/p>\n<h3 id=\"improve-copywriting\">2. Improve your copywriting<\/h3>\n<p>If users struggle to read your content easily, they\u2019ll be more likely to bounce. Keep things simple, and don\u2019t feel the need to use fancy words, complex sentences, and other jargon to make your content better. Most people won\u2019t thank you for&nbsp;it.<\/p>\n<p><strong>Recommended reading:<\/strong>&nbsp;<em><a href=\"https:\/\/ahrefs.com\/blog\/seo-copywriting\/\">12 Easy SEO Copywriting Tips for Better Content and Higher Rankings<\/a><\/em><\/p>\n<h3 id=\"be-mobile-friendly\">3. Be mobile-friendly<\/h3>\n<p>Most websites get the majority of their visitors from mobile, so it\u2019s super-important that your site is optimized for smaller screens. That means having intuitive navigation, large font and image sizes, and as little clutter as possible.<\/p>\n<p>Here\u2019s a shameless plug of our own homepage viewed on mobile to show how to do it&nbsp;right:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-40500\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/ahrefs-homepage.gif\" alt width=\"368\" height=\"692\"><\/p>\n<h3 id=\"moderate-ads\">4. Moderate your ads, pop-ups and interstitials<\/h3>\n<p>When I see something like this upon loading a page, I bounce right&nbsp;away:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"772\" height=\"1600\" class=\"wp-image-40488\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/8-recipe-bad-ux.jpg\" alt=\"8 recipe bad ux\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/8-recipe-bad-ux.jpg 772w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/8-recipe-bad-ux-205x425.jpg 205w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/8-recipe-bad-ux-768x1592.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/8-recipe-bad-ux-741x1536.jpg 741w\" sizes=\"auto, (max-width: 772px) 100vw, 772px\"><\/p>\n<p>This is the kind of clutter I mentioned in the previous point. It\u2019s especially annoying on mobile, where it occupies most of the screen, and where it\u2019s often near-impossible to hit the \u201cX\u201d button.<\/p>\n<p>If you have these on your site and don\u2019t want to give them up, at least moderate the number of advertisements and trigger the pop-ups and interstitials only after the user has completed specific actions.<\/p>\n<p>For example, if you have a pop-up for your newsletter signup, show it to people only after they\u2019ve consumed some of your content or when they\u2019re about to leave your website. It\u2019ll probably convert better that way&nbsp;too.<\/p>\n<h3 id=\"improve-internal-linking\">5. Improve your internal linking<\/h3>\n<p>Nobody will keep browsing your website unless you provide them with links to related useful resources. And that\u2019s where <a href=\"https:\/\/ahrefs.com\/blog\/internal-links-for-seo\/\">internal linking<\/a>&nbsp;comes in.<\/p>\n<p>Internal links are clickable links from one page on a website to another. You\u2019ll see them scattered throughout this post and most others on <a href=\"https:\/\/ahrefs.com\/blog\/\">our blog<\/a>. They\u2019re not only useful for enticing visitors to consume more content but are also helpful for SEO. Just make sure that you\u2019re interlinking related pages using relevant words and phrases.<\/p>\n<p>You can use the free <strong>Internal link opportunities<\/strong>&nbsp;report in <a href=\"https:\/\/ahrefs.com\/webmaster-tools\">Ahrefs Webmaster Tools<\/a>&nbsp;to help with this. It scans your site for places where you might be missing relevant internal links.<\/p>\n<p>For example, here, the report suggests that we might want to internally link from our post about <a href=\"https:\/\/ahrefs.com\/blog\/unique-features-ahrefs\/\">Ahrefs\u2019 unique features<\/a>&nbsp;to our post about <a href=\"https:\/\/ahrefs.com\/blog\/anchor-text\/\">anchor text<\/a>. It even suggests the words we might want to use for the&nbsp;link.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"154\" class=\"wp-image-40487\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/9-internal-link-opportunities.png\" alt=\"9 internal link opportunities\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/9-internal-link-opportunities.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/9-internal-link-opportunities-680x65.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/9-internal-link-opportunities-768x74.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/9-internal-link-opportunities-1536x148.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<h3 id=\"improve-site-speed\">6. Improve your site&nbsp;speed<\/h3>\n<p>Slow-loading pages can often cause people to bounce. Of course, if a user bounces even before your tags fire, it won\u2019t influence your GA numbers. But&nbsp;getting rid of these \u201chidden\u201d bounces can be a huge step towards achieving your marketing goals.<\/p>\n<p><a href=\"https:\/\/ahrefs.com\/blog\/core-web-vitals\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/advanced-pagespeed-guide\/\">Improving your site speed<\/a>&nbsp;is a big topic on its own. I\u2019ll only list a few things that can eliminate your hidden bounces due to slow page loading times:<\/p>\n<ul>\n<li>Get a better DNS provider.<\/li>\n<li>Get a better hosting provider.<\/li>\n<li>Get a good Content Delivery Network (CDN) if you have a geographically dispersed audience.<\/li>\n<li>Use <a href=\"https:\/\/ahrefs.com\/blog\/what-is-https\/\">HTTPS<\/a>&nbsp;in combination with HTTP\/2, server push, optimized resources prioritization and TLS 1.3 (all should be available with good hosting providers and&nbsp;CDNs)<\/li>\n<li>Use compression algorithms like gzip and Brotli (supported by most hosting providers and&nbsp;CDNs)<\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/image-seo\/\">Optimize your images<\/a>&nbsp;and load them only when needed (lazy loading)<\/li>\n<li>Load your scripts asynchronously with async or defer attributes<\/li>\n<\/ul>\n<p>As I said, there\u2019s much more to site speed than this. It\u2019s a fairly advanced and technical topic. I\u2019d encourage you to go through our&nbsp;articles (<a href=\"https:\/\/ahrefs.com\/blog\/core-web-vitals\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/advanced-pagespeed-guide\/\">site speed in general<\/a>&nbsp;\/<a href=\"https:\/\/ahrefs.com\/blog\/speed-up-wordpress\/\">&nbsp;site speed for WordPress<\/a>), test your website, and consult with experts.<\/p>\n<p>Improving site speed can have a great impact on user experience, it will ensure more data in your analytics and it can move the needle in SEO if you have a truly slow website now.<\/p>\n<p>You can use the <strong>Performance<\/strong>&nbsp;report in free <a href=\"https:\/\/ahrefs.com\/webmaster-tools\">Ahrefs Webmaster Tools<\/a>&nbsp;to get an overview of your website speed metrics:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1304\" class=\"wp-image-40492\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/10-site-audit-performance.jpg\" alt=\"10 site audit performance\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/10-site-audit-performance.jpg 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/10-site-audit-performance-521x425.jpg 521w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/10-site-audit-performance-768x626.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/10-site-audit-performance-1536x1252.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<h3 id=\"user-experience\">7. Focus on user experience<\/h3>\n<p>UX is a marketing discipline on its own. All of the previous points are either part or closely related to user experience.<\/p>\n<p>Creating a website without user input is a lottery. You\u2019re too biased and don\u2019t represent real users. Don\u2019t fall into the trap of thinking that you know your users unless you talk to them on a regular basis. That includes proper user testing.<\/p>\n<p>Besides having people click on your website to provide feedback, there\u2019s also a part of qualitative analysis that you can do on your own. I\u2019m talking about analyzing user behavior via recordings and heatmaps to uncover pain points and bottlenecks. You can use behaviour analysis tools like <a href=\"https:\/\/www.hotjar.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Hotjar<\/a>&nbsp;or <a href=\"https:\/\/www.smartlook.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Smartlook<\/a>&nbsp;for this.<\/p>\n<p>One method is to segment user recordings by parameters similar to Google Analytics. Those can be things like \u201cuser was in the cart but didn\u2019t check out\u201d or \u201cbounced sessions from page&nbsp;XYZ.\u201d<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1086\" height=\"720\" class=\"wp-image-40491\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/11-hotjar.jpg\" alt=\"11 hotjar\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/11-hotjar.jpg 1086w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/11-hotjar-641x425.jpg 641w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/11-hotjar-768x509.jpg 768w\" sizes=\"auto, (max-width: 1086px) 100vw, 1086px\"><\/p>\n<p>Another method is to check heatmaps for important pages. You might notice that people click on elements that are not clickable, fail to interact with actual links, don\u2019t flow through the page like you intended to, and so&nbsp;on.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1272\" height=\"844\" class=\"wp-image-40493\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/12-heatmap.jpg\" alt=\"12 heatmap\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/12-heatmap.jpg 1272w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/12-heatmap-641x425.jpg 641w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/12-heatmap-768x510.jpg 768w\" sizes=\"auto, (max-width: 1272px) 100vw, 1272px\"><\/p>\n<p>I only scratched the surface here. Take this high-level overview of user testing and behavior analytics as yet another point of direction on your journey for better UX, user engagement and ultimately bounce rates.<\/p>\n<h2>Final thoughts<\/h2>\n<p>Don\u2019t get too obsessed with bounce rate. It has its uses, but \u201ctrying to improve bounce rate\u201d is rarely a good approach. It\u2019s better to focus on improving UX, as that will usually indirectly improve bounce rate anyway.<\/p>\n<p>We continuously have more data than ever before and working with it properly is one of the most important marketing skills to work on. So, I want to encourage you to get to know the in-and-outs of other analytics aspects as you just did with bounce rate.<\/p>\n<p>Got any questions? Ping me on <a href=\"https:\/\/twitter.com\/michalpecanek\" target=\"_blank\" rel=\"noopener noreferrer\">Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s a great metric to measure user engagement, but only if you know how to use&nbsp;it. In this article, you\u2019ll learn: How Google Analytics calculates bounce rate Is bounce rate important? Bounce rate vs. exit rate vs. dwell&nbsp;time How to<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":149,"featured_media":40495,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[335],"tags":[],"coauthors":[375],"class_list":["post-40494","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general-seo","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What Is Bounce Rate? How to Interpret and Work with It<\/title>\n<meta name=\"description\" content=\"Bounce rate is the percentage of visitors that take no further action after landing on a webpage.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/bounce-rate\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What Is Bounce Rate? How to Interpret and Work with It\" \/>\n<meta property=\"og:description\" content=\"Don&#039;t get obsessed over this metric.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/bounce-rate\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-11-03T16:00:22+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-05-15T07:55:51+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/fb-bounce-rate.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"990\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Michal Pec\u00e1nek\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:description\" content=\"Don&#039;t get obsessed over this metric.\" \/>\n<meta name=\"twitter:creator\" content=\"@michalpecanek\" \/>\n<meta name=\"twitter:site\" content=\"@ahrefs\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/bounce-rate\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/bounce-rate\\\/\"},\"author\":{\"name\":\"Michal Pec\u00e1nek\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#\\\/schema\\\/person\\\/b66ba944c48e71d0abac1af2f11265ec\"},\"headline\":\"What Is Bounce Rate? 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