What is a Bounce Rate on Google Analytics?

14 Jun, 2022

Your website’s bounce rate is an absolutely vital tool for business owners. But what is it? And how can you use it to improve sales and conversions? This blog is going to answer these questions and give you all the information to need to utilise the bounce rate to help your brand thrive.

A bounce rate tells you how people engage with your site. Specifically, it shows how many people leave your webpage without clicking any links, making any purchases or filling out a form. This can indicate a number of issues with your site and it’s important you can identify them and determine the right solution.

The first thing you need to find out is what counts as a high bounce rate for your specific website. If your homepage is the hub of your business and you rely on people navigating to other pages, then having a high bounce rate can be devastating for your brand. However, if you offer content where single page sessions are expected (such as blogs), a high bounce rate is to be expected.

Lowering Your Bounce Rate

If you have a high bounce rate, it’s crucial to figure out why so you can retain as many potential clients as possible. 

Figure out which pages have the highest exit rate by going to Google Analytics, navigating to Behaviour > Site Content > Exit Pages. This will give you a good starting point to determine why your bounce rate is high.

 There are plenty of reasons for a high bounce rate including: slow loading speed, a site not optimised for mobile devices, pop ups, plug ins, technical issues, low quality content and poorly implemented Google Analytics set up. You should do a comprehensive review and resolve any issues. Ensure your content is well-written, non-repetitive and utilises key words. Make sure your site is good for mobile users and complete a thorough review of your Google Analytics set up.

You also need to look at the rate alongside other data such as time-on-site to give you a comprehensive understanding of whether your content is achieving its goals.