12 Reasons Your Website Can Have A High Bounce Rate


Why do I’ve such a excessive bounce price?”

It’s a query you’ll encounter on Twitter, Reddit, and your favourite digital advertising and marketing Fb group.

It’s a query you might have even requested your self. Heck, it may very well be the query that introduced you to this text.

No matter introduced you right here, relaxation assured: There is no such thing as a “good” bounce price.

However you don’t essentially need one which’s too excessive.

Learn on as we dig into what could also be inflicting your excessive bounce price and what you are able to do to repair it.

What Is A Bounce Fee?

As a refresher, Google refers to a “bounce” as “a single-page session in your web site.”

Bounce price refers back to the share of holiday makers that depart your web site (or “bounce” again to the search outcomes or referring web site) after viewing just one web page in your web site.

This could even occur when a consumer idles on a web page for greater than half-hour.

So, what’s a excessive bounce price, and why is it dangerous?

Nicely, “excessive bounce price” is a relative time period that relies on your organization’s objectives and how much web site you could have.

Low bounce charges could be a drawback, too.

Knowledge from Semrush suggests the common bounce price ranges from 41% to 55%, with a spread of 26% to 40% being optimum, and something above 46% is taken into account “excessive.”

This aligns effectively with information from an earlier RocketFuel research, which discovered that almost all web sites will see bounce charges between 26% to 70%:

Bounce rates between 26% to 70%.Screenshot from gorocketfuel.com, September 2022

Based mostly on the information they gathered, RocketFuel supplied a bounce price grading system of types:

  • 25% or decrease: One thing might be damaged.
  • 26-40%: Glorious.
  • 41-55%: Common.
  • 56-70%: Larger than regular, however might make sense relying on the web site.
  • 70% or larger: Unhealthy and/or one thing might be damaged.

How To Discover Your Bounce Fee In Google Analytics

In Google Analytics 4, Google appears to have finished away with bounce price as we all know it (extra on this in a bit).

In Common Analytics, you could find the general bounce price to your web site within the Viewers Overview tab.

How To Find Your Bounce Rate In Google AnalyticsScreenshot from Google Analytics UA, September 2022

Yow will discover your bounce price for particular person channels and pages within the conduct column of most views in Google Analytics.

12 Reasons Your Website Can Have A High Bounce RateScreenshot from Google Analytics UA, September 2022

Nonetheless, most organizations are presently transitioning to Google Analytics 4, affectionately referred to as GA4.

In case your group is in that boat, it’s possible you’ll be questioning, “The place did the bounce price go?”

Your eyes aren’t tricking you; Google certainly eliminated the bounce price. Or, reasonably, they changed it with a brand new and improved metric known as “engagement price.”

In GA4, you could find your web site’s bounce price engagement price by navigating to Acquisition > Person acquisition or Acquisition > Site visitors acquisition.

Engagement price fixes a number of the pitfalls that plagued bounce price as a metric. For one, it contains classes the place a customer transformed or spent not less than 10 seconds on the web page, even when they didn’t go to every other pages – two sorts of classes that weren’t factored in beforehand.

Because of this, you must see your bounce price decrease in GA4. As soon as you perform a little little bit of math, that’s.

To calculate your new bounce price, you merely subtract your engagement price from 100%.

how to find bounce rate aka engagement rate in google analytics 4 ga4Screenshot from Google Analytics 4, September 2022

Whereas bounce price is a crucial metric, I’m completely satisfied to see Google made this modification.

As a substitute of specializing in the unfavorable, it encourages us to deal with the constructive: How many individuals are engaged together with your web site.

Plus, it’s a extra correct and related metric now.

In GA4, engagement price counts a customer as “engaged” in the event that they visited 2+ pages, spent not less than 10 seconds in your web site or transformed.

Now, let’s get again to what you got here right here for: Why your bounce price is excessive and what you are able to do about it.

Potential Explanations For A Excessive Bounce Fee

Under are 12 widespread causes of a excessive bounce price, adopted by 5 methods you may repair it.

1. Sluggish-To-Load Web page

Google has a renewed deal with web site velocity, particularly as part of the Core Net Vitals initiative.

A slow-to-load web page could be a enormous drawback for bounce charges.

Website velocity is a part of Google’s rating algorithm. It at all times has been.

Google desires to advertise content material that gives a constructive expertise for customers, they usually acknowledge {that a} gradual web site can present a poor expertise.

Customers need the information quick – that is a part of the rationale Google has put a lot work into featured snippets.

In case your web page takes longer than just a few seconds to load, your guests might get fed up and depart.

Fixing web site velocity is a lifelong journey for many website positioning and advertising and marketing execs.

However the upside is that with every incremental repair, you must see an incremental enhance in velocity.

Evaluation your web page velocity (general and for particular person pages) utilizing instruments like:

  • Google PageSpeed Insights.
  • Google Search Console PageSpeed reviews.
  • Lighthouse reviews.
  • Pingdom.
  • GTmetrix.

They’ll give you suggestions particular to your web site, corresponding to compressing your pictures, lowering third-party scripts, and leveraging browser caching.

2. Self-Adequate Content material*

Typically your content material is environment friendly sufficient that folks can shortly get what they want and bounce!

This could be a great factor.

Maybe you’ve achieved the content material marketer’s dream and created superior content material that wholly consumed them for a handful of minutes of their lives.

Or maybe you could have a touchdown web page that solely requires the consumer to finish a brief lead type.

To find out whether or not bounce price is nothing to fret about, you’ll need to have a look at the Time Spent on Web page and Common Session Period metrics in Google Analytics.

You may also conduct consumer expertise testing and A/B testing to see if the excessive bounce price is an issue.

If the consumer is spending a few minutes or extra on the web page, that sends a constructive sign to Google that they discovered your web page extremely related to their search question.

If you wish to rank for that individual search question, that form of consumer intent is gold.

If the consumer is spending lower than a minute on the web page (which could be the case of a correctly optimized touchdown web page with a quick-hit CTA type), contemplate engaging the reader to learn a few of your associated weblog posts after filling out the shape.

*That is an instance the place GA4’s engagement price could also be a superior metric to UA’s bounce price. In GA4, this kind of session wouldn’t rely as a bounce and would as an alternative rely as “engaged.”

3. Disproportional Contribution By A Few Pages

If we develop on the instance from the earlier part, you might have just a few pages in your web site which can be contributing disproportionally to the general bounce price to your web site.

Google is savvy at recognizing the distinction between these.

In case your single CTA touchdown pages fairly fulfill consumer intent and trigger them to bounce shortly after taking an motion, however your longer-form content material pages have a decrease bounce price, you’re most likely good to go.

Nonetheless, you’ll want to dig in and ensure that that is the case or uncover if a few of these pages with a better bounce price shouldn’t be inflicting customers to depart en masse.

Open up Google Analytics. Go to Conduct > Website Content material > Touchdown Pages, and type by Bounce Fee.

Contemplate including a complicated filter to take away pages which may skew the outcomes.

For instance, it’s not essentially useful to agonize over the one Twitter share with 5 visits which have all of your social UTM parameters tacked onto the top of the URL.

My rule of thumb is to find out a minimal threshold of quantity that’s vital for the web page.

Select what is sensible to your web site, whether or not it’s 100 visits or 1,000 visits, after which click on on Superior and filter for Classes larger than that.

Disproportional Contribution By A Few Pages

In GA4, navigate to Acquisition > Person acquisition or Acquisition > Site visitors acquisition. From there, click on on “Add filter +” beneath the report title.

Select filter in Google Analytics 4

Create a filter by deciding on “Session default channel grouping” (or “Session medium” or “Session supply / medium” and so on.). Then verify the field for “Natural Search” within the Dimension values menu.

Google Analytics filter report by Organic Search

Click on the blue Apply button. When you’re again within the report, click on on the blue plus signal to open up a brand new menu.

add filer in google analytics 4

Navigate to Web page/display and choose Touchdown web page.

google analytics 4 additional filters

4. Deceptive Title Tag And/Or Meta Description

Ask your self: Is the content material of your web page precisely summarized by your title tag and meta description?

If not, guests might enter your web site considering your content material is about one factor, solely to seek out that it isn’t, after which bounce again to whence they got here.

Whether or not it was an harmless mistake otherwise you had been making an attempt to sport the system by optimizing for key phrase clickbait (disgrace on you!), that is, fortuitously, easy sufficient to repair.

Both overview the content material of your web page and regulate the title tag and meta description accordingly. Or, rewrite the content material to deal with the search queries you need to appeal to guests for.

You may also verify what sort of meta description Google has auto-generated to your web page for widespread searches – Google can change your meta description, and in the event that they make it worse, you may take steps to treatment that.

5. Clean Web page Or Technical Error

In case your bounce price is exceptionally excessive and also you see that persons are spending lower than just a few seconds on the web page, it’s seemingly your web page is clean, returning a 404, or in any other case not loading correctly.

Check out the web page out of your viewers’s hottest browser and gadget configurations (e.g., Safari on desktop and cellular, Chrome on cellular, and so on.) to copy their expertise.

You may also verify in Search Console underneath Protection to find the problem from Google’s perspective.

Appropriate the problem your self or discuss to somebody who can – a difficulty like this may trigger Google to drop your web page from the search leads to a rush.

12 Reasons Your Website Can Have A High Bounce Rate

6. Unhealthy Hyperlink From One other Web site

You may be doing all the things completely in your finish to realize a traditional or low bounce price from natural search outcomes and nonetheless have a excessive bounce price out of your referral site visitors.

The referring web site may very well be sending you unqualified guests, or the anchor textual content and context for the hyperlink may very well be deceptive.

Typically it is a results of sloppy copywriting.

The author or writer linked to your web site within the flawed a part of the copy or didn’t imply to hyperlink to your web site in any respect.

Attain out to the creator of the article first. In the event that they don’t reply or they’ll’t replace the article after publishing, then you may escalate the problem to the positioning’s editor or webmaster.

Politely ask them to take away the hyperlink to your web site – or replace the context, whichever is sensible.

(Tip: You possibly can simply discover their contact data with this information.)

Sadly, the referring web site could also be making an attempt to sabotage you with some unfavorable website positioning techniques out of spite or simply for enjoyable.

For instance, they could have linked to your “Information To Adopting A Pet” with the anchor textual content of FREE GET RICH QUICK SCHEME.

It is best to nonetheless attain out and politely ask them to take away the hyperlink, but when wanted, you’ll need to replace your disavow file in Search Console.

Disavowing the hyperlink received’t cut back your bounce price, however it should inform Google to not take that web site’s hyperlink into consideration in relation to figuring out the standard and relevance of your web site.

7. Affiliate Touchdown Web page Or Single-Web page Website*

In case you’re an affiliate, the entire level of your web page could also be to intentionally ship individuals away out of your web site to the service provider’s web site.

In these cases, you’re doing the job proper if the web page has a better bounce price.

An analogous situation can be when you’ve got a single-page web site, corresponding to a touchdown web page to your book or a easy portfolio web site.

It’s widespread for websites like these to have a really excessive bounce price since there’s nowhere else to go.

Do not forget that Google can often inform when an internet site is doing job satisfying consumer intent even when the consumer’s question is answered tremendous shortly (websites like WhatIsMyScreenResolution.com come to thoughts).

In case you’re , you may regulate your bounce price so it makes extra sense for the objectives of your web site.

For Single Web page Apps (or SPAs), you may regulate your analytics settings to see completely different components of a web page as a special web page, adjusting the bounce price to higher replicate the consumer expertise.

*That is one other instance the place GA4’s engagement price could also be a superior metric to UA’s bounce price. In case you’ve set it up so {that a} click on in your affiliate hyperlink is taken into account a conversion occasion, this kind of session wouldn’t rely as a bounce and would as an alternative rely as “engaged.”

8. Low-High quality Or Underoptimized Content material

Guests could also be bouncing out of your web site as a result of your content material is simply plain dangerous.

Take a protracted, onerous have a look at your web page and have your most judgmental and sincere colleague or buddy overview it.

(Ideally, this individual both has a background in content material advertising and marketing or copywriting, or they fall into your target market).

One risk is that your content material is nice, however you simply haven’t optimized it for on-line studying – or for the viewers that you simply’re focusing on.

  • Are you writing in easy sentences (assume highschool college students versus PhDs)?
  • Is it simply scannable with a number of header tags?
  • Does it cleanly reply questions?
  • Have you ever included pictures to interrupt up the copy and make it straightforward on the eyes?

Writing for the net is completely different than writing for offline publications.

Brush up your on-line copywriting abilities to extend the time individuals spend studying your content material.

The opposite risk is that your content material is poorly written general or just isn’t one thing your viewers cares about.

Contemplate hiring a contract copywriter (like me!) or content material strategist who may also help you remodel your concepts into highly effective content material that converts.

9. Unhealthy Or Obnoxious UX

Are you bombarding individuals with advertisements, pop-up surveys, and e mail subscribe buttons?

CTA-heavy options like these could also be irresistible to the advertising and marketing and gross sales workforce, however utilizing too a lot of them could make a customer run for the hills.

Google’s Core Net Vitals are all about consumer expertise – not solely are they rating elements, however they impression your web site guests’ happiness, too.

Is your web site complicated to navigate?

Maybe your guests want to discover extra, however your weblog is lacking a search field, or the menu objects are troublesome to click on on a smartphone.

As on-line entrepreneurs, we all know our web sites out and in.

It’s straightforward to overlook that what appears intuitive to us is something however to our viewers.

Be sure you’re avoiding these widespread design errors, and have an internet or UX designer overview the positioning and allow you to know if something pops out to them as problematic.

10. The Web page Isn’t Cell-Pleasant

Whereas SEOs comprehend it’s necessary to have a mobile-friendly web site, the follow isn’t at all times adopted in the actual world.

Google introduced its swap to mobile-first indexing method again in 2017, however many web sites in the present day nonetheless wouldn’t be thought of mobile-friendly.

Web sites that haven’t been optimized for cellular don’t look good on cellular gadgets – they usually don’t load too quick, both.

That’s a recipe for a excessive bounce price.

Even when your web site was carried out utilizing responsive design rules, it’s nonetheless doable that the dwell web page doesn’t learn as mobile-friendly to the consumer.

Typically, when a web page will get squeezed right into a cellular format, it causes a number of the key data to maneuver under the fold.

Now, as an alternative of seeing a headline that matches what they noticed in search, cellular customers solely see your web site’s navigation menu.

Assuming the web page doesn’t provide what they want, they bounce again to Google.

In case you see a web page with a excessive bounce price and no obvious points instantly bounce out to you, take a look at it in your cell phone.

You may also verify for cellular points in Google Search Console and Lighthouse.

11. Content material Depth*

Google may give individuals fast solutions via featured snippets and information panels; you may give individuals deep, attention-grabbing, interconnected content material that’s a step past that.

Ensure that your content material compels individuals to click on to discover different pages in your web site if it is sensible.

Present attention-grabbing, related inner hyperlinks, and provides them a cause to remain.

And for the group that desires the short reply, give them a TL;DR abstract on the high.

*That is one other instance the place GA4’s engagement price could also be a superior metric to UA’s bounce price. In case your content material is deeply engrossing, individuals will hold studying after the 10-second mark, main GA4 to rely their session as “engaged” as an alternative of a bounce.

12. Asking For Too A lot

Don’t ask somebody for his or her bank card quantity, social safety, grandmother’s pension, and youngsters’s names proper off the bat (or ever, in a few of these examples) – your consumer doesn’t belief you but.

Persons are able to be suspicious, contemplating what number of rip-off web sites are on the market.

Being introduced with an enormous pop-up asking for information will trigger lots of people to bounce instantly.

Your job is to construct belief together with your guests.

Accomplish that, and also you’ll each be happier. Your customer will really feel like they’ll belief you, and also you’ll have a decrease bounce price.

Both method, if it makes customers completely satisfied, Google likes it.

Professional Ideas For Lowering Your Bounce Fee

Whatever the cause behind your excessive bounce price, right here’s a abstract of greatest practices you may implement to deliver it down.

Make Certain Your Content material Lives Up To The Hype

Collectively, you may consider your title tag and meta description as your web site’s digital billboard on Google.

No matter you’re promoting within the SERPs, your content material must match.

Don’t name your web page an “final information” if it’s a brief publish with three suggestions.

Don’t declare to be the “greatest” vacuum in case your consumer opinions present a three-star score.

You get the thought.

Additionally, make your content material readable:

  • Break up your textual content with a number of white house.
  • Add supporting pictures.
  • Use quick sentences.
  • Spellcheck is your buddy.
  • Use , clear design.
  • Don’t bombard guests with too many advertisements.

Hold Important Parts Above The Fold

Typically, your content material matches what you promote in your title tag and meta description. It’s simply that your guests can’t inform at first look.

When individuals arrive on an internet site, they make a direct first impression.

You need that first impression to validate no matter they thought they had been going to see after they arrived.

A distinguished H1 ought to match the title they learn on Google.

If it’s an ecommerce web site, a photograph ought to match the product description they noticed on Google.

Additionally, make certain these parts aren’t obscured by pop-ups or commercials.

Pace Up Your Website

In the case of website positioning, quicker is at all times higher.

Maintaining with web site velocity is a process that ought to stay firmly caught on the high of your website positioning to-do record.

There’ll at all times be new methods to compress, optimize, and in any other case speed up load time. For now, make certain to:

  • Compress all pictures earlier than loading them to your web site, and solely use the utmost show measurement needed.
  • Evaluation and take away any exterior or load-heavy scripts, stylesheets, and plugins. If there are any you don’t want, take away them. For those you do want, see if there’s a quicker choice.
  • Deal with the fundamentals: Use a CDN, minify JavaScript and CSS, and arrange browser caching.
  • Verify Lighthouse for extra ideas.

Decrease Non-Important Parts

Don’t bombard your guests with pop-up advertisements, in-line promotions, and different content material they don’t care about.

Visible overwhelm may cause guests to bounce.

What CTA is a very powerful for the web page?

Compellingly spotlight that.

For all the things else, delegate it to your sidebar or footer.

Edit, edit, edit!

Assist Folks Get The place They Need To Be Quicker

Wish to encourage individuals to browse extra of your web site?

Make it straightforward for them.

  • Leverage on-site search with predictive search, useful filters, and an optimized “no outcomes discovered” web page.
  • Rework your navigation menu and A/B take a look at how complicated vs. easy drop-down menus have an effect on your bounce price.
  • Embrace a Desk of Contents in your long-form articles with anchor hyperlinks taking individuals straight to the part they need to learn.


Bear in mind: Bounce charges are only one metric.

A excessive bounce price doesn’t imply the top of the world.

Some well-designed, efficient webpages have excessive bounce charges – and that’s okay.

Bounce charges could be a measure of how effectively your web site is performing, but it surely’s good to maintain them in context.

Hopefully, this text helped you diagnose what’s inflicting your excessive bounce price, and you’ve got a good suggestion of how one can repair it.

Undecided the place to begin?

Make your web site helpful, user-focused, and quick – good websites appeal to good customers.

Extra Sources:

Featured Picture: Cagkan Sayin/Shutterstock


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