The Bounce Rate
by Velizar Milanov
There are a ton of misconceptions about the bounce rate. Most website owners and marketers are constantly trying to decrease it, but is this always the best approach? Let’s find out. But first, let’s get the basics ready.
What is a Bounce Rate?
If you have been using Google Analytics for a while, you have definitely seen the metric “Bounce rate”. The name however is kind of misleading, as it not really showing the percentage of people who landed on your website and immediately bounced, but the percentage of people who had only one interaction with your website. And this is the key when it comes to understanding what the metric is showing.
Where could I find the Bounce Rate?
You could find the overall bounce rate of your website in Audience, Overview. But if you want to check the bounce rate of a specific channel, you should go to Acquisition, Source/Medium. We recommend checking the bounce rate not only on channel level, but on campaign level. It could be that overall the channel has good bounce rate, but only one cmpaign is increasing its mean number.
If you want to be even more specific – no worries, Google Analytics got you! You can check the bounce rate even of a specific ad. Of course, in order to do that you would need to use custom URLs, which will bring all that information to Analytics.
What is a normal Bounce rate?
You wanna know the ugly truth? The answer is pretty simple – it depends. It depends on your business, the sphere where you are operating, on your web design, speed, type of customers, nationality of your customers, channels that you are using in order to bring people, ads, targeting and what not more. There is however a general range of good overall website bounce rate – from 40 to 60%.
If we are talking about Facebook ads, depending on your business, ads, targeting and landing page experience a typical bounce rate is between 60-80%. Of course, it depends on the content that you are trying to push, for example blog posts have usually higher bounce rates, as people just want to check out the information for that topic and not buy any products from your website. Your job as an advertiser, however, is to make them want to find out more about your products/services or read more blog posts (it depends on the business niche, products/services that you are selling and duration of the buyer journey).
For Google Search Ads the “normal” bounce rate is around 40-50% (if you have done a good job selecting your keywords and building your overall campaign strategy). You can clearly tell that there is a huge difference between Facebook’s bounce rate and the one of Google, but that’s normal. At the end of the day, the context in which customers are in is completely different – in the case of Facebook, people are scrolling through their feed and randomly see your ad and in the case of Google, people have searched for a product/service like your one, so they are willing to find out more and spend more time on your website.
No. You can not judge your ads performance only by the bounce rate. We have observed a ton of landing pages that had high bounce rate (around 80-90%) and made a lot of sales. The reason for this is pretty obvious – the landing page experience was great and people did not need to click to other pages of our website in order to find out more about the product/service – it was all there. Of course, this doesn’t mean that you should definitely put everything there is to know about your offering on one page – the truth is that it depends on your business.
Having a higher bounce rate however, could be a sign of a poor targeting. For example, if you are seeing a bounce rate of 90% and on the landing page there are a couple of CATs (Calls to Action) leading to different pages, you should consider your targeting. The same situation could be observed if you are having problems in your ad copy – you could be promising something that the landing page does not provide or explain well.
In conclusion we could say that bounce rate is only one small piece of the big digital marketing puzzle. If you want to judge your ads performance, you should take into consideration all factors: channel, ad copy, creative, targeting, landing page, business sphere, prices, site speed, etc. That could easily be overwhelming. If you would like us to make YOUR LIFE easier, don’t hesitate to contact us at firstname.lastname@example.org. We take care of small and medium sized businesses all around the globe, which are trying to develop and expand. Wanna see some examples of the success that we had? Drop us a line at email@example.com and we will send you some client case studies.