Improve your website bounce rate with these 4 simple steps!

Let's start off by identifying a few key things:

What is bounce rate?

The most common way to identify bounce rate is through Google Analytics. Their official site defines bounce rate as: A bounce is a single-page session on your site. In Analytics, a bounce is calculated specifically as a session that triggers only a single request to the Analytics server, such as when a user opens a single page on your site and then exits without triggering any other requests to the Analytics server during that session.

Bounce rate is single-page sessions divided by all sessions, or the percentage of all sessions on your site in which users viewed only a single page and triggered only a single request to the Analytics server

Is your bounce rate high?


This is the impossible question with no generic answer. It varies so much from industry to industry but here are some averages you can work to if unsure:

As a rule of thumb, a bounce rate in the range of 26 to 40 percent is excellent. 41 to 55 percent is roughly average. 56 to 70 percent is higher than average, but may not be cause for alarm depending on the website. Anything over 70 percent is disappointing for everything outside of blogs, news, events, etc.

What can I do to improve it?

1. Review your landing pages - If you run any kind of advertising campaign you must be directing traffic to a particular page on your site. Identify if these pages can be improved in any way. You should really be looking at site loading time, page loading time, the aesthetics of the page but also ensuring this landing page is the right page for the advert you're running. If you are running ads for women's shoes for example, you don't want to be directing traffic to the women's socks page.

2. A/B test your pages - Again if you're running an advertising campaign you should A/B test your landing pages. I've found this can make a huge difference in not just bounce rate but conversion rate too. Try sending traffic to both it's "relevant page" and your home page for example.

3. Organic listings - If you get a lot of organic traffic be sure to review click through factors such as your meta descriptions. Although these don't directly help your SEO they do influence your CTR and website traffic. You should ensure that your meta descriptions are up to date and provide an accurate description of the page the potential customer will be taken through to.

4. Page load time - This is crucial to reducing your bounce rate. The average time it takes to fully load the average mobile landing page is 22 seconds. However, research also indicates 53% of people will leave a mobile page if it takes longer than 3 seconds to load. Check out the Google speed checker to review your site.