Mobile SEO

12 Causes Your Web site Can Have A Excessive Bounce Charge

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

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

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

No matter introduced you right here, relaxation assured: There isn’t a “good” bounce charge.

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 charge and what you are able to do to repair it.

What Is A Bounce Charge?

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

Bounce charge 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 website.

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

So, what’s a excessive bounce charge, and why is it unhealthy?

Properly, “excessive bounce charge” is a relative time period that is determined by your organization’s targets and what sort of website you could have.

Low bounce charges could be a downside, too.

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

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

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

Based mostly on the information they gathered, RocketFuel supplied a bounce charge 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 increased: Dangerous and/or one thing might be damaged.

How To Discover Your Bounce Charge In Google Analytics

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

In Common Analytics, yow will discover the general bounce charge in your website within the Viewers Overview tab.

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

You could find your bounce charge 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 at present transitioning to Google Analytics 4, affectionately often known as GA4.

In case your group is in that boat, you might be questioning, “The place did the bounce charge go?”

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

In GA4, yow will discover your website’s bounce charge engagement charge by navigating to Acquisition > Person acquisition or Acquisition > Visitors acquisition.

Engagement charge fixes a few of the pitfalls that plagued bounce charge as a metric. For one, it consists of classes the place a customer transformed or spent a minimum of 10 seconds on the web page, even when they didn’t go to some other pages – two sorts of classes that weren’t factored in beforehand.

Consequently, you need to see your bounce charge decrease in GA4. As soon as you perform a little little bit of math, that’s.

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

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

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

As an alternative of specializing in the adverse, it encourages us to give attention to the optimistic: How many individuals are engaged together with your website.

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

In GA4, engagement charge counts a customer as “engaged” in the event that they visited 2+ pages, spent a minimum of 10 seconds in your website or transformed.

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

Doable Explanations For A Excessive Bounce Charge

Beneath are 12 widespread causes of a excessive bounce charge, adopted by 5 methods you possibly can repair it.

1. Sluggish-To-Load Web page

Google has a renewed give attention to website velocity, particularly as part of the Core Net Vitals initiative.

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

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

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

Customers need the info 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 a couple of seconds to load, your guests could get fed up and depart.

Fixing website velocity is a lifelong journey for many web optimization and advertising execs.

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

Assessment 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 website, equivalent to compressing your pictures, lowering third-party scripts, and leveraging browser caching.

2. Self-Enough Content material*

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

This could be a fantastic 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 charge 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 can too conduct consumer expertise testing and A/B testing to see if the excessive bounce charge is an issue.

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

If you wish 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 would 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 charge could also be a superior metric to UA’s bounce charge. In GA4, such a session wouldn’t depend as a bounce and would as a substitute depend as “engaged.”

3. Disproportional Contribution By A Few Pages

If we broaden on the instance from the earlier part, you might have a couple of pages in your website which are contributing disproportionally to the general bounce charge in your website.

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 rapidly after taking an motion, however your longer-form content material pages have a decrease bounce charge, you’re most likely good to go.

Nonetheless, it would be best to dig in and ensure that that is the case or uncover if a few of these pages with the next bounce charge shouldn’t be inflicting customers to depart en masse.

Open up Google Analytics. Go to Habits > Web site Content material > Touchdown Pages, and kind by Bounce Charge.

Contemplate 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 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 in your website, whether or not it’s 100 visits or 1,000 visits, after which click on on Superior and filter for Periods larger than that.

Disproportional Contribution By A Few Pages

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

Select filter in Google Analytics 4

Create a filter by choosing “Session default channel grouping” (or “Session medium” or “Session supply / medium” and many others.). 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 screen 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 could enter your website pondering 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, luckily, easy sufficient to repair.

Both assessment the content material of your web page and modify 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 can too verify what sort of meta description Google has auto-generated in your web page for widespread searches – Google can change your meta description, and in the event that they make it worse, you possibly can take steps to treatment that.

5. Clean Web page Or Technical Error

In case your bounce charge is exceptionally excessive and also you see that individuals are spending lower than a couple of 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 machine configurations (e.g., Safari on desktop and cell, Chrome on cell, and many others.) to copy their expertise.

You can too verify in Search Console below Protection to find the difficulty from Google’s perspective.

Right the difficulty your self or speak to somebody who can – a difficulty like this could trigger Google to drop your web page from the search ends in a rush.

12 Reasons Your Website Can Have A High Bounce Rate

6. Dangerous Hyperlink From One other Web site

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

The referring website could possibly be sending you unqualified guests, or the anchor textual content and context for the hyperlink could possibly be deceptive.

Generally it is a results of sloppy copywriting.

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

Attain out to the writer of the article first. In the event that they don’t reply or they will’t replace the article after publishing, then you possibly can escalate the difficulty to the positioning’s editor or webmaster.

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

(Tip: You’ll be able to simply discover their contact data with this information.)

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

For instance, they might 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 charge, however it is going to inform Google to not take that website’s hyperlink under consideration relating to figuring out the standard and relevance of your website.

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

For those who’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 website.

In these situations, you’re doing the job proper if the web page has the next bounce charge.

An identical situation can be you probably have a single-page web site, equivalent to a touchdown web page in your e-book or a easy portfolio website.

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

Keep in mind 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 rapidly (websites like come to thoughts).

For those who’re , you possibly can modify your bounce charge so it makes extra sense for the targets of your web site.

For Single Web page Apps (or SPAs), you possibly can modify your analytics settings to see totally different elements of a web page as a special web page, adjusting the bounce charge to raised mirror the consumer expertise.

*That is one other instance the place GA4’s engagement charge could also be a superior metric to UA’s bounce charge. For those who’ve set it up so {that a} click on in your affiliate hyperlink is taken into account a conversion occasion, such a session wouldn’t depend as a bounce and would as a substitute depend 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 unhealthy.

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

(Ideally, this particular person both has a background in content material advertising 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 just’re focusing 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 ever included pictures to interrupt up the copy and make it simple on the eyes?

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

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

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

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

9. Dangerous Or Obnoxious UX

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

CTA-heavy options like these could also be irresistible to the advertising and gross sales group, however utilizing too lots 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 components, however they affect your website guests’ happiness, too.

Is your website 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 simple to overlook that what appears intuitive to us is something however to our viewers.

Be sure to’re avoiding these widespread 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 Web page Isn’t Cell-Pleasant

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

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

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

That’s a recipe for a excessive bounce charge.

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

Generally, when a web page will get squeezed right into a cell format, it causes a few of the key data to maneuver under the fold.

Now, as a substitute of seeing a headline that matches what they noticed in search, cell customers solely see your website’s navigation menu.

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

For those who see a web page with a excessive bounce charge and no obvious points instantly bounce out to you, check it in your cell phone.

You can too verify for cell points in Google Search Console and Lighthouse.

11. Content material Depth*

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

Be certain that your content material compels folks to click on to discover different pages in your website if it is sensible.

Present attention-grabbing, related inside hyperlinks, and provides them a purpose to remain.

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

*That is one other instance the place GA4’s engagement charge could also be a superior metric to UA’s bounce charge. In case 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 A lot

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.

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

Being offered with a giant 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 will belief you, and also you’ll have a decrease bounce charge.

Both means, if it makes customers glad, Google likes it.

Professional Ideas For Lowering Your Bounce Charge

Whatever the purpose behind your excessive bounce charge, right here’s a abstract of finest practices you possibly can implement to convey it down.

Make Certain Your Content material Lives Up To The Hype

Collectively, you possibly can 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 put up with three ideas.

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

You get the thought.

Additionally, make your content material readable:

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

Preserve Essential Components Above The Fold

Generally, 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 a direct first impression.

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

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

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

Additionally, be certain these components aren’t obscured by pop-ups or commercials.

Velocity Up Your Web site

With regards to web optimization, quicker is at all times higher.

Maintaining with website velocity is a process that ought to stay firmly caught on the high of your web optimization 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, be certain to:

  • Compress all pictures earlier than loading them to your website, and solely use the utmost show dimension needed.
  • Assessment 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 possibility.
  • Sort out the fundamentals: Use a CDN, minify JavaScript and CSS, and arrange browser caching.
  • Verify Lighthouse for extra strategies.

Reduce Non-Important Components

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

Visible overwhelm could 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 folks to browse extra of your website?

Make it simple 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 check how complicated vs. easy drop-down menus have an effect on your bounce charge.
  • Embrace a Desk of Contents in your long-form articles with anchor hyperlinks taking folks straight to the part they need to learn.


Bear in mind: Bounce charges are only one metric.

A excessive bounce charge 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 nicely your website is performing, nevertheless it’s good to maintain them in context.

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

Unsure the place to start out?

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

Extra Sources:

Featured Picture: Cagkan Sayin/Shutterstock

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