Jargon Buster – Bounce Rate.
You may be proud of the number of times you can jump up and
down on a bouncy castle. Yet, this sadly is not a bounce rate.
Well, to some degree, it is. But not the bounce rate we’ll
be talking about today.
In this latest edition of YMG’s Jargon Buster, we’re going to be discussing online bounce rates. What they are, what they mean, how to avoid them, and more.
What Is Bounce Rate?
Simply put, your bounce rate is the number of visitors to
your website that leave without interacting with other elements of your
website. If they visit your home page without clicking through to any other
parts of your site, it adds to your bounce rate.
If you have an average of 10 visitors to your website every
day, and 7 of them exit the page without interacting, your bounce rate will be
To work out your bounce rate, use this equation:
Divide the total number of people who left your website without interacting with anything by the total number of visits to that page. Multiply your answer x100 = Your result as a percentage.
So, if your website had 50 visitors last week, and 37 of them left without interacting further, your bounce rate would be 74%.
Do I Want a High or Low Bounce Rate?
For the most part, you’ll want to aim for a low bounce rate.
But this depends.
If your website is a single page with a large amount of
information present, your bounce rate will, of course, be 100%. Which, on the
surface, is bad. But this is where other factors come into play to work out
your bounce rate. Particularly, the time each visitor spends on your website.
If you’re not sure how long a visitor should be spending on your single-page website, use Grammarly. Uploading your document or copy and pasting it into Grammarly will give you useful information about your piece. This includes reading time.
Of course, if your visitors are leaving your website within
the space of a minute or two, this is your indication that your website may be
poorly designed or in need of help.
A high bounce rate can negatively affect your SEO, which will eventually begin to push your website lower in search results. So, it’s important to monitor and improve your bounce rate. To speak to someone about how you can improve your bounce rate, click here.
How Does My Website Get a High Bounce Rate?
Many things can cause your website’s bounce rate to be high.
A few of these include:
• A poorly designed website.
• A badly functioning website.
• An impractical layout of your website.
• Unclear message on your website.
The source of your traffic can also cause a high bounce
rate. For example, some reports suggest that traffic sourced from a Google
search can, in fact, result in a high bounce rate. This is likely due to the
audience’s willingness to shop around various businesses when Google searching.
Of course, this is not always the case.
Traffic sourced via advertisements on sites such as Facebook tend to yield a lower bounce rate. This is likely because if the advert is of interest to the user, they’ll click it. If it’s not, they won’t. In this scenario, your website isn’t necessarily being compared to others. Whereas, in a Google search, the chances are it is.
Is an Exit Rate the Same as a Bounce Rate?
Don’t be confused, an exit rate is not the same as a bounce
So, what’s the difference?
An exit rate is the measurement of the percentage of
visitors that exit your website once they’ve reached a certain page. And high
exit rates can be a good thing, depending on the page. For example, e-commerce
will likely have a high exit rate on their ‘thank you for your purchase’ page.
This shows that the customer has successfully completed a transaction and does
not need any extra help. Additionally, a high exit rate on a ‘contact page’ can
also be positive – provided that your inbox or phone line has been busy.
To work out your exit rate, use this equation:
The total number of exits from
your website via this page.
The total number of visits to this page.
To work out your exit rate, use this equation:
Divide the total number of exits from your website via this page by
the total number of visits to this page. Multiply your answer x100 = Your result as a percentage.
So, if your page had 30 visitors yesterday, and the number of exits from this page was 23, your exit rate would be 77% (rounded up).
In conclusion (or for those of you who just skipped straight
to the end), for the most part, a high bounce rate is bad. Unless your website
is a single page.
But, even if your website is a single page, you don’t want a
large volume of people closing the page within a minute or two of opening it.
Furthermore, exit rates and bounce rates are not the same.
All bounces are exits, but not all exits are bounces (if you did skip to this
part for a quick summary, I bet you’re regretting it now).
If you’re looking for more information on how you can improve your bounce rate, contact us.
YMG are a full-service digital marketing agency based in Chelmsford, Essex. We specialise in the sporting and fitness market. However, our elite sporting principles and services can be used to enhance any business.
YMG are the home of the Jargon Buster series, helping business owners to understand the technical terms of digital marketing.