March 26, 2016
Google Analytics is a powerful tool that can help us understand our website visitors. But, many people who access this information miss the most important numbers. At the end of the day, we all have the same goal in mind, conversions. Whether we are converting visitors into direct customers through an ecommerce portal, or we are converting visitors into leads via contact forms, the foundation is the same.
Analyzing and optimizing your bounce rate is a great way to understand users on your site and to convert them. To decide what a good bounce rate is, we must first investigate what is the bounce rate in Google Analytics and how is it calculated.
As explained by Google, bounce rate is the percentage of single page visits before clicking away from your site. These single page clicks can be on your main homepage or directly to an interior page such as the about us page.
As for the way analytics calculates the bounce rate, it’s very simple. If 100 users visit your site and 35 of those users click away after visiting that single page, your bounce rate will be 35%. Ultimately, the lower the bounce rate, the better…. unless your bounce rate is 0%, at that point the analytics script is probably broken.
Now that we understand the foundation of what the bounce rate is and how it is calculated, we can figure out what a good bounce rate would be. In our experience we’ve noticed every bounce rate is dependent on a few factors:
With the factors we’ve encountered above, a range that promotes a good bounce rate is 30%-40%. When a bounce rate is 40%-60% this would be considered average. While a poor bounce rate is anything above 60%.
No matter what your current bounce rate is, it’s important to have the drive to want to improve upon that. If your current bounce rate is considered poor it should be a primary focus for your online presence.
*Photo credit: http://www.splitshire.com