Bounce rates in digital marketing: what you need to know

When your digital marketing specialist or analyst opens up Google Analytics, a common bit of data that they may point out could be your website’s bounce rate. Your bounce rate is the percentage of people who leave your site after visiting only one page. Now, this is not an important bit of information for all sites (more on that later), but taking your bounce rate into consideration can help you optimise your website in terms of content, SEO, webpage design, and user experience.

When it might not matter

For simple websites with only one page, bounce rate might not matter that much. Site visitors don’t really have any other place to go, so your bounce rate won’t really give you any useful insights. For pages like this, it might be better to look at the amount of time that visitors spend on your site. Single page sites can expect to have a high bounce rate, so don’t worry about this stat too much.

Where it matters

Websites with multiple pages are the ones that can benefit from bounce rate data the most. If your site has a high bounce rate, it MIGHT mean that the visitors have lost interest in whatever content was on the page that they visited. You can look at your bounce rate data in addition to your audience funnel data to see where people come in and where they leave. From here you can work out which pages get the most traffic and optimise them if they are the main pages of your site, or find a way to optimise the pages that are lagging in visitors.

Remember that your site’s bounce rate is just one data point in your overall digital marketing analysis. There are many factors that can affect this number. A high bounce rate can be caused by slow loading times, unsightly webpage design, or a lack of information for the visitor. Remember that your visitors will only engage with your site if they are not hassled by it and if it adds value to their lives.