Understanding the Website Bounce Rate, and 3 Reasons Why Your Bounce Rate is Poor

When a website owner owns up to the fact that their site has a high bounce rate, it is more like accepting that their child is not the best-looking one in the class. Of course, your little angel is precious.

It may be just as adorable as others (to state the obvious, we are talking about your website now). Still, when you look at Google analytics to understand the numbers, the bounce rate will tell you an alarmingly different story. At times, it may be difficult for you to come to terms with it. Why? You love your website, and acknowledging its flaws may be a little difficult for you, but improvement starts with acknowledgment.

What is a good bounce rate?

Bounce rate implies the percentage of visitors who come to your website and leave you without moving to the second page. If your website has a high bounce rate, it implies that you could not convince your visitors to stay longer or take action as stated in your CTA (call to action.

‘There are several points in your website wherein the visitor may bounce from the site. The point where it happens, and the frequency of it happening at that point is of prime importance,’ comments Stephen, an educator who offers assignment help Perth services.

Well, we agree with Stephen here. The bounce-back may happen by click on a different website, closing the tab or the window, clicking on the back button to leave the website, typing a new URL, or simply a session time out.

At this point, many of you may be thinking – It is normal human behaviour, what can I do about it. Of course, it is, but let us understand that there is a thing as a good bounce rate and a bad bounce rate.

Now, in percentage, what is this good or bad. See, let’s give you a general rule of thumb to that.

  1. 80%+ - Very bad
  2. 70-80% - Poor
  3. 50-70% - Average
  4. 30-50% - Excellent
  5. 20% or less – Probably a tracking error, maybe because of duplicate analytics code, third-party add-ons like the live chat plugins, and the incorrect implementation of the events tracking.

Though these metrics are good to go, you need to understand that bounce rates may vary from one industry to another, depending on your niche and the kind of content you have.

Reasons for a bad bounce rate

Now, let us address a few reasons why your website may have a poor bounce rate.

Slow loading time

‘Your website’s loading time is a part of the Core Web Vital initiative of Google. Hence, it is of prime importance,’ comments Daisy, an online java homework help provider.

If your website loads slowly, it can be the primary cause of a high bounce rate. Further, the loading time also determines your website’s search engine ranking. Google works to promote the content and the websites that provide a good user experience, and a quick loading time is an essential metric for that.

When someone comes to your website, they probably need an answer to their question or a product or service from you. If there is a delay in getting this answer, they will move on to the competitor’s site. This is a key reason why Google puts massive work into showing featured snippets to you.

Generally speaking, if the page takes longer than a few seconds to load, the visitor will get impatient and leave. Fixing the site speed is a part of the site owner’s lifelong journey. However, the good thing is with every incremental fix; you will see a marked improvement in the speed.

You can review your website’s speed with tools, such as:

  1. GTmetrix
  2. Pingdom
  3. Lighthouse reports
  4. The Google Search Console PageSpeed reports
  5. Google PageSpeed insights

All of these platforms provide you with recommendations related to your website to fix the loading time, such as image compression, leveraging browser caching, and reducing third-party scripts.

Expectation mismatch

Usually, a user types in their query, and then they will be directed to your website. When a user is directed to your website, they believe that you have the solution to their query. So, they expect to see the answer. If your page talks about everything but the solution, why would they want to stay on your website exploring? This is one of the most common reasons for a high bounce rate.

‘A website owner tends to run paid ads for a particular offer, but sadly, they link that ad to a generic page, such as the website's home section. So, when the customer visitors that link and does not get what they need, they leave the website, leading to a high bounce rate. Thus, it is quintessential for a website owner to match the user expectations,’ comments David, an online java tutor.

Even though your site may offer 100 good things, but the user is there for only one, which the source claimed that you provide.

Your website sucks

When a user visits your website, they are here expecting an easy-on-eyes, visually appealing website. So, when all they see is a page full of advertisements, poorly constructed websites, why would they be interested in it?

Thus, as a site owner, you need to surprise your customer by providing them with a good-looking website with the right typography, contrast, color scheme, and layout. You can hire a professional website designer, but ensure that the site looks great.

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