Question for ya: have you ever paid attention to your bounce rate? (If you’ve never heard of a bounce rate before — or have and are super confused by it — don’t worry, you’re not alone.)
Your bounce rate is the percentage of people who visit one page (or post) on your website and then leave.
What’s a “good” bounce rate?
In extremely general terms, I see bounce rates for clients that range from 30% all the way up to 85%. Generally, I’ve seen lower bounce rates (20-30%) for industries like hospitality, where web visitors want to see multiple pages and accommodations. Websites with blogs (as you’ll soon learn), tend to have higher bounce rates.
Good vs. Bad Bounce Rates
While it seems like having a high bounce rate might be bad, I always say the bounce rate can easily be misconstrued: there are two scenarios that can cause a high bounce rate.
Bad: Someone visits your website, doesn’t find what they want, and leaves…never to come back again
Good: Someone visits your website, finds what they want and takes action (like calling you) or comes back again later.
(Bad) High Bounce Rates
In scenario 1, there were some issues with the page that caused the visitor to think they would get the right answer, but were provided with information that was completely different.
If this is the case for you, try doing some detective work by using Google Search Console.
Go to Performance > Pages and choose the page with the high bounce rate. Then go back to the Queries tab and see what keywords visitors are Googling to get to that page.
Are they on the mark? If not, incorporate the keywords that make more sense for that page or post.
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(Good) High Bounce Rates
In scenario 2, your visitor might have gotten the answer they needed, and then moved on (whether they contacted you or not). This is especially common with blogposts, as readers get the answer to their question and then leave.
If you don’t capture the visitor’s information or direct them to a powerful call-to-action, then you’ve lost a potential customer.
Try incorporating links to similar posts, call to action to make a purchase or sign up for emails, downloads for freebies, and so on. That way, you can stay in touch with that visitor.
Blog Bounce Rate Case Study
Consider this: by leveraging both better keywords and calls-to-action on this client’s blog, we were able to decrease the bounce rate for this client from an average 75% to an average of 45%!
So how are your bounce rates looking? Try checking your Google Analytics account today and see how you can take steps to improve them!