What is a Bounce Rate?
Refers to the percentage of a given page’s visitors who exit without visiting another page on the same site. This term is often used in e-commerce in conjunction with merchandise shopping carts. Also known as “abandonment rate.”
In Google 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.
These single-page sessions have a session duration of 0 seconds since there are no subsequent hits after the first one that would let Analytics calculate the length of the session. Learn more about how session duration is calculated.
IS a high rate a bad thing?
If the success of your site depends on users viewing more than one page, then, yes, a high bounce rate is bad. For example, if your home page is the gateway to the rest of your site (e.g., news articles, product pages, your checkout process) and a high percentage of users are viewing only your home page, then you don’t want a high bounce rate.
Lower your bounce rate
Examine your bounce rate from different perspectives. For example:
- The Audience Overview report provides the overall bounce rate for your site.
- The Channels report provides the bounce rate for each channel grouping.
- The All Traffic report provides the bounce rate for each source/medium pair.
- The All Pages report provides the bounce rate for individual pages.
If your overall if its is high, then you can dig deeper to see whether it’s uniformly high or whether it’s the result of something like one or two channels, source/medium pairs, or just a few pages.
For example, if just a few pages are the problem, examine whether the content correlates well with the marketing you use to drive users to those pages, and whether those pages offer users easy paths to the next steps you want them to take.
If a channel has a high bounce rate, look at your marketing efforts for that channel: for example, if users coming via display are bouncing, make sure your ads are relevant to your site content.
If the problem is more widespread, look at your tracking-code implementation to be sure all the necessary pages are tagged and that they’re tagged correctly. And you may want to reevaluate your overall site design and examine the language, graphics, color, calls to action, and visibility of important page elements.
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