What Do I Look for When Bounce Rate is High?

If you’ve ever worked with Google Analytics before, then you’ve most likely come across the term ‘bounce rate’. The bounce rate, or the number of bounces, is determined by the number of visitors who visit your site without navigating to any other pages. Depending on your industry, having a high bounce rate might not mean the end of the world but for some bounce rate is a very important statistic and can help determine which pages on your site are performing well and which are not. Let’s take a closer look at the bounce rate and what your bounce rate should be.

What is a Good Bounce Rate?

If you’re unfamiliar with Search Engine Optimization, you may be asking your self what is a good bounce rate? While it can depend on the industry and goal of your site, it is an industry-standard that anywhere between 40-60% is an average bounce rate. Between 20-40% is excellent and if it’s lower you may need to investigate the back end of your site to be sure analytics is pulling correctly. Anything above 60%, you may want to look at some of these potential factors.

Is Your Site Mobile-Friendly?

With more than 50% of search queries now coming through mobile search, be sure that your site is optimized for mobile! In Google Analytics under “Audience”, there is a mobile section that will show you an overview of your mobile traffic. If the bounce rate is especially high on mobile, you should make your site mobile responsive.

How is the Site Speed?

Have you investigated your site speed? There are a few ways to look into the speed of your site. The easiest way is to log in from an incognito window or another browser/phone/ PC and go to your site. Did you find yourself waiting? With quick answers in high demand, users will go back to their initial query and pick the next site. If you want to get into the specifics of site speed, one can go into analytics, then under “Behavior” where there is a section on site speed. This lists the time it takes for your site to load on different browsers. Increasing your site speed may require a switch in hosting or the optimization of media within your site.

Is the Site Secure?

Does your site have an SSL certificate? An industry standard and ranking factor across the web, an SSL certificate means you have secured your site from several potential viruses. If secure, your site will have a small lock that looks locked in the top left next to your URL. If not, a circle with the letter “i” will appear near your URL, deterring many from staying on your site. Even if users don’t fully understand the function of an SSL, the visual is enough to keep users or have them leave quickly.

Boston Web Marketing

These are not the only reasons bounce rates can be high but it’s a good start. If you need help decreasing your bounce rate, contact Boston Web Marketing!

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