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Understanding Analytics: Watch Your Bounce Rate

Continuing to break down our Google Analytics report from our last post, “bounce rate” is often overlooked, or just misunderstood, but it's at the top of our watch-list for stats you should keep an eye on. 

Bounce rate tracks when visitors end up on one page of your website, and then leave without visiting a second page. If this stat is on the high end, it's telling search engines that you may not have relevant information. This is a pretty logical conclusion - visitors bouncing off your homepage may have quickly determined that you're not what they expected - but there is more than just irrelevant information that could be the cause for a high bounce rate. 

If you have a high bounce rate (we say 70%+ is high), there are a few factors to consider. Is your business name similar to another website that has nothing to do with your business (i.e. a different industry or in a different city)? Do you have a client or employee portal that's accessible from your homepage? Do you have calls to action on your homepage to lead visitors deeper within your website? Keep in mind that industry comes into play. If you have a one-page website, pay more attention to the time spent on your site rather than the bounce rate.

Average Benchmark for Bounce Rate*

  • 50% or less is excellent
  • 60-70% is typical
  • 70-80% is poor
  • 80%+ is very bad

Now that you have the 411 on what this stat means, consider your website bounce rate. If it's low (below 60%), then give yourself a pat on the back, and keep up the good work! If it's higher than you would like, consider our questions and how you can improve your homepage and your website marketing. 

Stay tuned for our final installment of Understanding Analytics, where we will discuss other important stats, like Pageviews, Keywords, and Source.