A bounce rate is a critical metric. We describe a bounce rate as a single-page session with a session duration of 0 seconds. If your page has a high bounce rate, you’ll want to bring it down. A high bounce rate means your content, strategy, or user experience isn’t working. If your bounce rate exceeds 55%, do the below checks.
Q: Why is my bounce rate so high?
A: Now’s the time to examine your page through a user’s lens. Ask yourself:
- Is the user experience clear so the visitor knows which action to take?
- Is the copy clear, direct, and accessible to different audiences?
- What action should my user take, and is the content prioritized accordingly?
- Am I leading the user on a clear path, or are the steps and content confusing?
- Do I have engaging content, such as videos and FAQs, that will capture interest?
- Does the page match the search intent?
- Does the page match the search intent?
- Is the web page SEO-optimized? Or are people landing on the page from a search engine looking for something else?
If you examine some of your other metrics, you may see that your page fulfills its job and your users are taking the desired action. For example, going back to the engagement time, if your page’s job is to provide contact information, then chances are users are getting what they need and then leaving.
On the other hand, since a bounce is a 0-second visit, it’s unlikely the user experience was successful. A bounce usually means something is wrong.
Learn more about how these three best practices can help your bounce rate.