Bounce Rate: What is it, Formula, Good Rate, Tips to Improve

Do you want to reduce your website’s bounce rate?

Accepting the fact that your website has a high bounce rate is a little like admitting that, just maybe, your kid isn’t the best-looking in the schoolyard. Sure, you think your precious site is just adorable, but your bounce rate tells a different story when you head into Google Analytics to check the numbers. It’s hard to come to terms with. After all, you love your website, so why doesn’t everybody else?

Also, one of the oldest questions in the marketing book: How do you drive customers? And how do you keep them interested once you get them in the door? 

Attention is hard to get—and keep. With countless algorithms serving up seemingly infinite alternatives, many businesses struggle to hold the interest of a growing discerning public. For digital companies, the tension of this pursuit is best captured by one metric in particular: Bounce rate. 

What is Bounce Rate?

Bounce rate is the percentage of visitors that leave a web page without taking any action, such as filling out a form, making a purchase, or clicking on a link.

3 main reasons:

1. A person that bounces from your site didn’t convert. Therefore, when you stop a visitor from bouncing, you can boost your conversion rate.
   
2. May be used as a Google ranking factor.
   
3. A high bounce rate indicates that your website or specific pages have user experience, content, page layout, or copywriting issues.

Consider a simple example: Imagine you have an offline store on a busy avenue.

Many people pass by your front doors daily. Some look at the products from the outside and show some interest. A percentage feel compelled enough to go in. But something feels off. Many visitors stop outside the doors, look around, make a funny face, and leave. 

You may ask why? This is the main question of a strategy to reduce the bounce rate in digital marketing. This indicator shows the percentage of visitors leaving your site without visiting other pages or quickly after entering.

This shows how many leads feel engaged enough to get closer to your brand; however, for some reason, they are not to the point of interacting with and consuming anything from you. 

Mastering this digital marketing KPI on a company’s website should be one of the critical goals in a digital marketing plan.