- \n
- Stays less than 10 seconds<\/li>\n\n\n\n
- Doesn\u2019t visit another page or screen<\/li>\n\n\n\n
- Doesn\u2019t click a link or trigger a conversion event<\/li>\n<\/ul>\n\n\n\n
Your bounce rate<\/strong> compares the number of visitors who bounce to the total number of visitors on the site over a specific time frame. For example:<\/p>\n\n\n\n
- \n
- If 1,000 total people visited your site last week<\/li>\n\n\n\n
- And 378 visitors bounced<\/li>\n\n\n\n
- Your site\u2019s bounce rate would be 37.8%<\/li>\n<\/ul>\n\n\n\n
A high bounce rate<\/strong> is when the percentage of visitors bouncing indicates that there is a problem with your site. This is usually because:<\/p>\n\n\n\n
- \n
- The bounce rate has trended higher than its typical level.<\/li>\n\n\n\n
- The bounce rate increased suddenly.<\/li>\n\n\n\n
- The bounce rate is significantly higher than similar pages.<\/li>\n\n\n\n
- The bounce rate is significantly higher for a particular traffic segment.<\/li>\n<\/ul>\n\n\n\n
Notice that I did not say that a high bounce rate is a specific percentage. <\/p>\n\n\n\n
There is no specific number that tells you for certain, across all websites, that the bounce rate is too high.<\/p>\n\n\n\n
High bounce rates always need context<\/h3>\n\n\n\n
You will see people say things like \u201cyou should definitely worry about your bounce rate if it goes over 70%\u201d or that \u201ca bounce rate of less than 30% means your site is doing a great job.\u201d<\/p>\n\n\n\n
Both of those statements could be true<\/em>, but without context, we can\u2019t say for sure.<\/p>\n\n\n\n
The way I see it, a \u201chigh\u201d bounce rate is always in relation to a web page\u2019s normal baselines. <\/p>\n\n\n\n
If a page has a bounce rate that hovers between 40-50%, and it shoots up to 70%, that\u2019s worth checking out. <\/p>\n\n\n\n
Similarly, if you notice that the bounce rate for mobile devices is twice as high compared to desktop devices, I would look into it.<\/p>\n\n\n\n
I\u2019m not really worried about the bounce rate as a particular percentage so much as I worry when it changes dramatically, or if it seems at odds with historic web page performance.<\/p>\n\n\n\n
What about industry data on bounce rates?<\/h3>\n\n\n\n
I wouldn\u2019t put too much stock in industry averages or general guidance. There\u2019s plenty of data out there, but no reason to believe that it will fit your specific site.<\/p>\n\n\n\n
And it\u2019s always too vague to provide any sort of meaningful guidance. For example, I read in a few different places that the average bounce rate for ecommerce is 20-45%. <\/p>\n\n\n\n
Okay. What can you do with that? There is zero guarantee that bringing your bounce rate within that average will provide any meaningful benefit to your business.<\/p>\n\n\n\n
Chasing an arbitrary bounce rate percentage is just not a good use of time. After all, you could drive the bounce rate to zero and not see a single new sale. There are much more valuable customer engagement metrics<\/a> to focus on.<\/p>\n\n\n\n
Why Do People Care About High Bounce Rates?<\/h2>\n\n\n\n
Three reasons:<\/p>\n\n\n\n
- \n
- It\u2019s a leading indicator.<\/strong> A bounce rate will suffer long before revenue, so it gives people a chance to get ahead of an issue that will only surface in the hard numbers 30+ days later.<\/li>\n\n\n\n
- Sudden spikes in the bounce rate can indicate a performance issue. <\/strong>They serve as immediate warning signs that something is broken on your site and it\u2019s causing people to leave quickly. It could be as simple as slow page load time or a broken image that makes people think your site is not credible immediately.<\/li>\n\n\n\n
- A long-term increase in the bounce rate can indicate a content issue.<\/strong> Fewer people wanting to engage could mean that your messaging has gone stale or user expectations have shifted, and now the content on your site is not compelling enough to stay.<\/li>\n<\/ul>\n\n\n\n
In both these cases, the increase in bounce rate suggests that your site is no longer giving people what they want.<\/p>\n\n\n\n
When a high bounce rate is tied to a performance issue, it\u2019s usually a fairly quick fix. There are plenty of easy ways to speed up your site<\/a>, and most broken elements are trivial to restore.<\/p>\n\n\n\n
For longer term issues with a rising bounce rate, you may have to revise the copywriting<\/a> and images on your website to make sure you are still connecting with your target market. <\/p>\n\n\n\n
Last year’s headline could be falling flat with today\u2019s audience. Your competitors\u2019 messaging strategy might be better attuned to the current pain points top of mind for customers.<\/p>\n\n\n\n
Either way, you are not going to have to redesign your site in order to address the bounce rate. A simple content refresh or CRO audit of the page will probably do the trick. <\/p>\n\n\n\n
The fun part is figuring out what, specifically, is causing the high bounce rate. <\/p>\n\n\n\n
Where Can I Find the Bounce Rate?<\/h2>\n\n\n\n
If you are using Google Analytics 4 (GA4)<\/a> to track activity on your website, you will notice that bounce rate isn\u2019t featured as a headline website KPI<\/a> in dashboards by default.<\/p>\n\n\n\n
Instead, GA4 focuses on engagement rate, which is the percentage of sessions that were meaningfully active. Google defines a session as engaged if it lasts longer than 10 seconds, includes a conversion event, or has two or more page or screen views.<\/p>\n\n\n\n
In other words, bounce rate is the inverse of the engagement rate:<\/p>\n\n\n\n
Bounce rate = 100% \u2013 engagement rate<\/strong><\/p>\n\n\n\n
You won\u2019t see bounce rate by default in GA4 reports, but you can add it as a metric to standard reports or find it under the \u201cEngagement\u201d reporting menus. Learn more about how to customize your GA4 dashboard<\/a>.<\/p>\n\n\n\n
You are also free to just use the engagement rate to make the same sort of decisions. If the engagement rate is dropping, it tells you the same basic information as a bounce rate that is rising.<\/p>\n\n\n\n
How To Identify the Cause of a High Bounce Rate<\/h2>\n\n\n\n
Let\u2019s assume that your website bounce rate is bad. It\u2019s deviated enough from the normal baseline that you have good cause to be worried.<\/p>\n\n\n\n
Here\u2019s what I would do.<\/p>\n\n\n\n
Start with a quick technical audit<\/h3>\n\n\n\n
This should take 5-10 minutes, potentially a little more if you do find an issue.<\/p>\n\n\n\n
- \n
- Hand test the page on desktop and mobile<\/strong>. I would load the page and look for anything off with a quick scan, ensuring links and interactive features work.<\/li>\n\n\n\n
- See if any recent changes were made to the page<\/strong>. Look at the page edit history to see if the bad bounce rate is tied to a recent update.<\/li>\n\n\n\n
- Inspect the page performance in Chrome<\/strong> by opening the Network function of the Inspect tool and reloading the page.<\/li>\n\n\n\n
- Enter the page URL into Google PageSpeed Insights<\/strong> to see Core Web Vitals and a rundown of performance issues.<\/li>\n<\/ul>\n\n\n\n
I\u2019d go in this order, too. Sudden spikes in bounce rate are necessarily impacting the user experience within the first ten seconds. A lot of the time, it will be immediately obvious to you.<\/p>\n\n\n\n
Did someone recently edit the page and break something? That\u2019s probably it.<\/p>\n\n\n\n
Did the page take 5 seconds to load? That\u2019s bad and it is almost certainly causing people to bounce.<\/p>\n\n\n\n
Did you see a pixilated image, an egregious typo, or a navigation menu smushed together? All of those are bad and make your site look sketchy or unprofessional, causing people to leave.<\/p>\n\n\n\n
Using SEO or analytics tools can help you pick up additional issues when you can\u2019t discover what\u2019s wrong with your site. PageSpeed Insights (pictured below) will tell you what is wrong with your site from a performance standpoint and how to fix it.<\/p>\n\n\n\n
![\"\"](\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2020\/05\/19160338\/CE-high-bounce-rate-insights.png\")
<\/figure>\n\n\n\nMany of the issues identified by PageSpeed Insights are not going to be worth fixing. Obviously it\u2019d be great if everything was perfectly tuned, but the truth is that only the really big issues that are dramatically slowing down your site are going to impact the bounce rate. <\/p>\n\n\n\n
This is good enough for catching most technical issues that cause users to leave your site immediately. If nothing is jumping out at you yet, it\u2019s time to head to the next step. <\/p>\n\n\n\n
Analyze bounce rate by traffic segment<\/h3>\n\n\n\n
Sometimes a blended bounce rate for all website traffic obscures problems with specific subsets of users.<\/p>\n\n\n\n
For example, you may be able to find a technical issue that only impacts certain device types, operating systems, or browsers.<\/p>\n\n\n\n
You can also segment by traffic source to see if the bounce rate is higher among people from organic search, paid search, organic social media, paid social media, and so on. You may have to break it down by specific platforms (ie.e Meta Ads vs LinkedIn Ads) to figure out where the real hit to performance is happening.<\/p>\n\n\n\n
Once you do find a particular traffic source where the bounce rate has gone up a lot, it\u2019s probably a good time to revisit the assets you have that are bringing traffic to the page via that channel.<\/p>\n\n\n\n
For example, if the bounce rate of traffic from paid search has increased, it\u2019s worth looking at the content in the ads. Does the headline<\/a>, copy, and\/or images align with what users find when they click through? <\/p>\n\n\n\n
Use behavioral tools for in-depth analysis<\/h3>\n\n\n\n
If you have done a technical audit and segmented traffic, and you still cannot figure out why the bounce rate is higher than you\u2019d like, behavior analysis tools can help you find clues based on how users interact with your site.<\/p>\n\n\n\n
I would not recommend doing this solely to fix a bounce rate issue, as these methods take a little bit of time and training to use well. But if the conversion rate<\/a>, revenue, or other key website metrics were down along with a sky high bounce rate, using these tools is definitely warranted.<\/p>\n\n\n\n
Heatmaps<\/strong><\/a> <\/strong>show where visitors click and tap, highlighting areas of attention or frustration. If clicks cluster on a non-clickable element, or if your primary CTA is being ignored in favor of something secondary, that can explain a high bounce rate.<\/p>\n\n\n\n
Click maps<\/strong><\/a> <\/strong>track the precise location of every user click, which can be important if you notice that users who bounced tried and failed to click. These so-called \u201cdead clicks\u201d won\u2019t count as engagement, even if the user \u201crage clicks\u201d multiple times on something. <\/p>\n\n\n\n
Pictured above is a click map in Crazy Egg (known as the Confetti Report), and you can see how each click has been tied to a specific referrer.<\/p>\n\n\n\n
![\"\"](\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2020\/05\/19160349\/CE-high-bounce-rate-clickmap.png\")
<\/figure>\n\n\n\nScroll maps<\/strong><\/a> <\/strong>reveal how far down the page people actually go. If the majority of visitors never see your key offer or form because it sits below the fold, you\u2019ll know that layout is not showing users what they came for quick enough. They arrive, don\u2019t see what they want, and leave without scrolling down. Moving important elements higher can directly lower bounce rate.<\/p>\n\n\n\n
There are certainly other tools you could bring to bear to analyze user behavior and understand why people are not engaging. But these three will give you a window into the user experience on the page, potentially highlighting where users get frustrated or confused, causing them to leave.<\/p>\n\n\n\n
4 Low-Effort Strategies To Fix a High Bounce Rate<\/h2>\n\n\n\n
All of these strategies will help you fix a range of common issues on your site that are associated with high bounce rates. If you need additional inspiration for what to work on, check out this post that\u2019s all about reducing your bounce rate<\/a>. <\/p>\n\n\n\n
1. Refresh content to match visitor intent<\/h3>\n\n\n\n
One of the most common reasons for a rising bounce rate is simple: visitors arrive, don\u2019t see what they expected, and leave. <\/p>\n\n\n\n
This usually develops gradually rather than overnight, with bounce rate trending upward as your content ages or drifts out of sync with audience needs.<\/p>\n\n\n\n
Start by diagnosing whether the issue is broad or isolated. Run some simple traffic analysis<\/a> to see if.all users are bouncing, or mainly those from a certain channel? <\/p>\n\n\n\n
If paid search traffic is underperforming, for example, check whether the ad copy and creative align with the content of the page. A mismatch between the promise in the ad and what visitors actually find is a classic recipe for high bounce rates.<\/p>\n\n\n\n
Next, do a little keyword research<\/a> and compare your page to the top performing pages in search engines results pages (SERPS) for relevant keywords. Are competitors framing the topic differently? Are their titles and descriptions closer to what people want right now? <\/p>\n\n\n\n
Beyond search, scan customer reviews, forums, or even social chatter to see how your audience describes their pain points today. Language and priorities shift over time, and content that once hit the mark will feel stale if it no longer matches those expectations. <\/p>\n\n\n\n
2. Speed up page load times<\/h3>\n\n\n\n
Few things drive bounce rates faster than a slow site. Every extra second increases the odds a visitor gives up before the page even renders. <\/p>\n\n\n\n
You don\u2019t need a full redesign to increase speed. Just hit all the basic best practices, like:<\/p>\n\n\n\n
- \n
- Compress large images<\/li>\n\n\n\n
- Enable browser caching<\/li>\n\n\n\n
- Reduce unnecessary scripts.\u00a0<\/li>\n\n\n\n
- Use a content delivery network (CDN)<\/li>\n<\/ul>\n\n\n\n
If you are doing all of this and the page load speed is still sluggish (say, longer than 2 seconds), I would do a little digging into how to boost speed for your particular content management system. There may be a few platform-specific tricks that can help.<\/p>\n\n\n\n
Good website builders<\/a> help non-developers build pages that are light and fast, but others, especially website builder plugins for WordPress are notorious for creating super heavy, slow web pages. That could be your issue.<\/p>\n\n\n\n
3. Make it instantly obvious what to do next<\/h3>\n\n\n\n
A common reason people bounce is because they don\u2019t see where to go next. If your navigation menu is hidden or cluttered with too many options, or buried below the fold, visitors can\u2019t orient themselves quickly.<\/p>\n\n\n\n
If you are in a competitive category where users are actually going to make a purchase, they may have 5 other tabs open to competitor websites. They are not going to hang around on the site that is confusing.<\/p>\n\n\n\n
Keep the main menu simple and visible at the top of the page. Use clear labels instead of clever wording, and make sure your most important destinations (like products, pricing, contact, services) are one click away. <\/p>\n\n\n\n
Your use of typography elements<\/a> also play a role in creating a positive first impression that gets people to stay and engage. Use clean, readable fonts with clear hierarchy: bold headlines for orientation, easy-to-scan body copy, and distinct CTAs that guide attention. <\/p>\n\n\n\n
You do not have to do anything ground breaking here. Following best practices for website navigation<\/a> and typography will reduce uncertainty in those critical first few seconds and give visitors a clear path forward.<\/p>\n\n\n\n
4. Add trust signals to reinforce credibility<\/h3>\n\n\n\n
Visitors hesitate when they\u2019re not sure who\u2019s behind a site or whether they can trust it. That uncertainty leads to bounces. <\/p>\n\n\n\n
New brands need to be especially attentive to this because buyers today are rightly skeptical. There are a ton of scams and fly-by-night companies out there. Incorporating a few simple trust signals<\/a> in highly visible areas can help you reassure potential customers that your brand is legitimate.<\/p>\n\n\n\n
Think about landing on a page that has trust badges<\/a> from reputable third-parties and social proof<\/a> in the form of customer reviews and star-ratings. It\u2019s going to feel credible, instantly.<\/p>\n\n\n\n
Making these additions to your site won\u2019t hurt your bounce rate, and a complete absence of trust signals probably will.<\/p>\n","protected":false},"excerpt":{"rendered":"
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- See if any recent changes were made to the page<\/strong>. Look at the page edit history to see if the bad bounce rate is tied to a recent update.<\/li>\n\n\n\n
- Sudden spikes in the bounce rate can indicate a performance issue. <\/strong>They serve as immediate warning signs that something is broken on your site and it\u2019s causing people to leave quickly. It could be as simple as slow page load time or a broken image that makes people think your site is not credible immediately.<\/li>\n\n\n\n
- It\u2019s a leading indicator.<\/strong> A bounce rate will suffer long before revenue, so it gives people a chance to get ahead of an issue that will only surface in the hard numbers 30+ days later.<\/li>\n\n\n\n