12 Reasons Your Website Can Have A High Bounce Rate

“Why do I have such a high bounce rate?”

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

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

Whatever introduced you right here, relaxation assured: There is not any “perfect” bounce fee.

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

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

What Is A Bounce Rate?

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

Bounce fee refers back to the share of tourists 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 may even occur when a consumer idles on a web page for greater than half-hour.

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

Well, “high bounce rate” is a relative time period that is dependent upon your organization’s targets and what sort of web site you might have.

Low bounce charges is usually a drawback, too.

Data from Semrush suggests the typical bounce fee ranges from 41% to 55%, with a variety of 26% to 40% being optimum, and anything above 46% is taken into account “high.”

This aligns properly 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 on the info they gathered, RocketFuel offered a bounce fee grading system of kinds:

  • 25% or decrease: Something might be damaged.
  • 26-40%: Excellent.
  • 41-55%: Average.
  • 56-70%: Higher than regular, however may make sense relying on the web site.
  • 70% or larger: Bad and/or one thing might be damaged.

How To Find Your Bounce Rate In Google Analytics

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

In Universal Analytics, you could find the general bounce fee on your web site within the Audience Overview tab.

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

You can discover your bounce fee 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

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

If your group is in that boat, chances are you’ll be questioning, “Where did the bounce rate go?”

Your eyes aren’t tricking you; Google certainly eliminated the bounce fee. Or, quite, they changed it with a brand new and improved metric referred to as “engagement rate.”

In GA4, you could find your web site’s bounce fee engagement fee by navigating to Acquisition > User acquisition or Acquisition > Traffic acquisition.

Engagement fee fixes a few of the pitfalls that plagued bounce fee as a metric. For one, it consists of classes the place a customer transformed or spent no less than 10 seconds on the web page, even when they didn’t go to some other pages – two kinds of classes that weren’t factored in beforehand.

As a consequence, you need to see your bounce fee decrease in GA4. Once you perform a little little bit of math, that’s.

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

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

While bounce fee is a vital metric, I’m glad to see Google made this alteration.

Instead of specializing in the detrimental, it encourages us to deal with the constructive: How many individuals are engaged along with your web site.

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

In GA4, engagement fee counts a customer as “engaged” in the event that they visited 2+ pages, spent no 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 fee is excessive and what you are able to do about it.

Possible Explanations For A High Bounce Rate

Below are 12 frequent causes of a excessive bounce fee, adopted by 5 methods you’ll be able to repair it.

1. Slow-To-Load Page

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

A slow-to-load web page is usually a large drawback for bounce charges.

Site speed is a part of Google’s rating algorithm. It all the time has been.

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

Users need the details quick – that is a part of the explanation Google has put a lot work into featured snippets.

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

Fixing web site velocity is a lifelong journey for many search engine marketing and advertising and marketing execs.

But the upside is that with every incremental repair, you need to see an incremental enhance in velocity.

Review your web page velocity (total 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, akin to compressing your photos, decreasing third-party scripts, and leveraging browser caching.

2. Self-Sufficient Content*

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

This is usually a great factor.

Perhaps 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 might have a touchdown web page that solely requires the consumer to finish a brief lead kind.

To decide whether or not bounce fee is nothing to fret about, you’ll need to have a look at the Time Spent on Page and Average Session Duration metrics in Google Analytics.

You may conduct consumer expertise testing and A/B testing to see if the excessive bounce fee 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 need to rank for that specific search question, that form of consumer intent is gold.

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

*This is an instance the place GA4’s engagement fee could also be a superior metric to UA’s bounce fee. In GA4, one of these session wouldn’t depend as a bounce and would as a substitute depend as “engaged.”

3. Disproportional Contribution By A Few Pages

If we develop on the instance from the earlier part, you’ll have just a few pages in your web site which are contributing disproportionally to the general bounce fee on your web site.

Google is savvy at recognizing the distinction between these.

If 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 fee, you’re in all probability good to go.

However, it would be best to dig in and ensure that that is the case or uncover if a few of these pages with a better bounce fee shouldn’t be inflicting customers to go away en masse.

Open up Google Analytics. Go to Behavior > Site Content > Landing Pages, and kind by Bounce Rate.

Consider including a sophisticated 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 tip of the URL.

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

Choose what is smart on your web site, whether or not it’s 100 visits or 1,000 visits, after which click on on Advanced and filter for Sessions higher than that.

Disproportional Contribution By A Few Pages

In GA4, navigate to Acquisition > User acquisition or Acquisition > Traffic 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 source / medium” and so on.). Then examine the field for “Organic Search” within the Dimension values menu.

Google Analytics filter report by Organic Search

Click the blue Apply button. Once 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 Page/display and choose Landing web page.

google analytics 4 additional filters

4. Misleading 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 could 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 it was an harmless mistake otherwise you had been attempting to sport the system by optimizing for key phrase clickbait (disgrace on you!), that is, fortuitously, easy sufficient to repair.

Either assessment the content material of your web page and alter the title tag and meta description accordingly. Or, rewrite the content material to deal with the search queries you need to entice guests for.

You may examine what sort of meta description Google has auto-generated on your web page for frequent searches – Google can change your meta description, and in the event that they make it worse, you’ll be able to take steps to treatment that.

5. Blank Page Or Technical Error

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

Take a have a look at 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 examine in Search Console below Coverage to find the problem from Google’s perspective.

Correct the problem your self or discuss to somebody who can – a difficulty like this could 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. Bad Link From Another Website

You may very well be doing the whole lot completely in your finish to realize a standard or low bounce fee from natural search outcomes and nonetheless have a excessive bounce fee out of your referral 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.

Sometimes this can be a results of sloppy copywriting.

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

Reach out to the creator of the article first. If they don’t reply or they’ll’t replace the article after publishing, then you’ll be able to 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 smart.

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

Unfortunately, the referring web site could also be attempting to sabotage you with some detrimental search engine marketing techniques out of spite or simply for enjoyable.

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

You ought to nonetheless attain out and politely ask them to take away the hyperlink, but when wanted, you’ll need to update your disavow file in Search Console.

Disavowing the hyperlink received’t scale back your bounce fee, however it should inform Google to not take that web site’s hyperlink under consideration on the subject of figuring out the standard and relevance of your web site.

7. Affiliate Landing Page Or Single-Page Site*

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

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

A related situation can be you probably have a single-page web site, akin to a touchdown web page on your book or a easy portfolio web site.

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

Remember that Google can normally inform when a web site is doing a very good job satisfying consumer intent even when the consumer’s question is answered tremendous shortly (websites like WhatIsMyScreenResolution.com come to thoughts).

If you’re , you’ll be able to (*12*) so it makes extra sense for the targets of your web site.

For Single Page Apps (or SPAs), you’ll be able to alter your analytics settings to see completely different elements of a web page as a distinct web page, adjusting the bounce fee to raised replicate the consumer expertise.

*This is one other instance the place GA4’s engagement fee could also be a superior metric to UA’s bounce fee. If you’ve set it up so {that a} click on in your affiliate hyperlink is taken into account a conversion occasion, one of these session wouldn’t depend as a bounce and would as a substitute depend as “engaged.”

8. Low-Quality Or Underoptimized Content

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

Take an extended, exhausting have a look at your web page and have your most judgmental and trustworthy colleague or good friend assessment it.

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

One chance 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 concentrating on.

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

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

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

The different chance is that your content material is poorly written total or just isn’t one thing your viewers cares about.

Consider hiring a contract copywriter (like me!) or content material strategist who can assist you remodel your concepts into highly effective content material that converts.

9. Bad Or Obnoxious UX

Are you bombarding folks with adverts, pop-up surveys, and electronic mail subscribe buttons?

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

Google’s Core Web 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?

Perhaps 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 neglect that what appears intuitive to us is something however to our viewers.

Make certain you’re avoiding these frequent design errors, and have an online or UX designer assessment the positioning and allow you to know if something pops out to them as problematic.

10. The Page Isn’t Mobile-Friendly

While SEOs comprehend it’s vital to have a mobile-friendly web site, the apply isn’t all the time adopted in the true world.

Google introduced its change to mobile-first indexing approach again in 2017, however many web sites at the moment nonetheless wouldn’t be thought-about mobile-friendly.

Websites 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 fee.

Even in case your web site was applied utilizing responsive design ideas, it’s nonetheless attainable that the dwell web page doesn’t learn as mobile-friendly to the consumer.

Sometimes, when a web page will get squeezed right into a cellular format, it causes a few of the key data to maneuver beneath the fold.

Now, as a substitute 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 supply what they want, they bounce again to Google.

If you see a web page with a excessive bounce fee and no obtrusive points instantly bounce out to you, take a look at it in your cell phone.

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

11. Content Depth*

Google can provide folks fast solutions by way of featured snippets and data panels; you can provide folks deep, fascinating, interconnected content material that’s a step past that.

Make certain your content material compels folks to click on to discover different pages in your web site if it is smart.

Provide fascinating, related inner hyperlinks, and provides them a cause to remain.

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

*This is one other instance the place GA4’s engagement fee could also be a superior metric to UA’s bounce fee. If your content material is deeply engrossing, folks will maintain studying after the 10-second mark, main GA4 to depend their session as “engaged” as a substitute of a bounce.

12. Asking For Too Much

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

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

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

Your job is to construct belief along with your guests.

Do so, 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 fee.

Either approach, if it makes customers glad, Google likes it.

Pro Tips For Reducing Your Bounce Rate

Regardless of the explanation behind your excessive bounce fee, right here’s a abstract of finest practices you’ll be able to implement to deliver it down.

Make Sure Your Content Lives Up To The Hype

Together, you’ll be able to consider your title tag and meta description as your web site’s digital billboard on Google.

Whatever you’re promoting within the SERPs, your content material must match.

Don’t name your web page an “ultimate guide” if it’s a brief put up with three ideas.

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

You get the concept.

Also, make your content material readable:

  • Break up your textual content with a lot of white area.
  • Add supporting photos.
  • Use quick sentences.
  • Spellcheck is your good friend.
  • Use a very good, clear design.
  • Don’t bombard guests with too many adverts.

Keep Critical Elements Above The Fold

Sometimes, 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 folks arrive on a web site, they make an instantaneous first impression.

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

A outstanding 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.

Also, make certain these parts aren’t obscured by pop-ups or ads.

Speed Up Your Site

When it involves search engine marketing, sooner is all the time higher.

Keeping up with web site velocity is a job that ought to stay firmly caught on the high of your search engine marketing to-do record.

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

  • Compress all photos earlier than loading them to your web site, and solely use the utmost show measurement crucial.
  • Review 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 sooner choice.
  • Tackle the fundamentals: Use a CDN, minify JavaScript and CSS, and arrange browser caching.
  • Check Lighthouse for extra ideas.

Minimize Non-Essential Elements

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

Visual overwhelm may cause guests to bounce.

What CTA is an important for the web page?

Compellingly spotlight that.

For the whole lot else, delegate it to your sidebar or footer.

Edit, edit, edit!

Help People Get Where They Want To Be Faster

Want to encourage folks 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 results found” 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 fee.
  • Include a Table of Contents in your long-form articles with anchor hyperlinks taking folks straight to the part they need to learn.


Remember: Bounce charges are only one metric.

A excessive bounce fee doesn’t imply the tip of the world.

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

Bounce charges is usually a measure of how properly your web site is performing, nevertheless it’s good to maintain them in context.

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

Not certain the place to start out?

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

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