Bounce Rate

28 July, 2021

Bounce Rate – this is a metric that all marketers, SEO specialists, and website owners strive to improve. In Google Analytics, a bounce is a session in which the user sends only one request to the system, and after that, no further activity. In other words, a user opens a page of the site and immediately closes it. This index is calculated by the ratio of the number of refusals to the total number of visits to the site. This is this calculation:

750/1000 = 0.75 = 75%; Bounce rate = Bounces / Total Visitors x 100%

Website Bounce Rate. About

A site visit session with 100% return is always defined as 0 (zero) seconds. This is due to the nature of Google Analytics. But you can configure Google Analytics so that a session lasting longer than 15 seconds with no other transitions is not considered a failure. To do this, you need to add a snippet in the middle of the code before the closing script tag, as follows:

setTimeout ("ga ('send', 'event', 'read', '15_seconds')", 15000);

A high bounce rate scares marketers, but it is not always a problem for website promotion and development.

It all depends on the objectives and goals of this website. For a single site or this blog, having a user only viewing one page automatically considered a denial is normal.

If there are links on the site page and the goal of the web portal is to attract customers, the bounce rate should be low. The acceptable bounce rates for different landing pages look like this:

  • main – 40%
  • category – up to 50%
  • goods – up to 70%
  • article – up to 70%
  • landing page – 100%

If the bounce rate on the company’s website is higher than these values, it is still possible to fix the situation.

There are several ways to reduce this rate. Before concluding, it is necessary to analyze the data on pages with a high bounce rate in more detail. Failures should be segmented by:

  • traffic channels
  • PC and adaptive version
  • incoming pages

The other results will depend on this fragmentation.

Lowering Bounce Rate: Tips That Work

Upon visiting a single page, users simply leave it. The situation harms not only the site’s statistics but also the owner’s estimated revenue. Often, the reasons why visitors refuse to continue their journey through the web portal are clear; but there are times when there is no apparent reason for this.

To analyze user behavior and quickly respond to an increase in bounces, we recommend using Plerdy tools. By adding the Plerdy tracking code, the marketer will be able to study the visitor’s actions. In addition, Plerdy’s heatmap will help you build hypotheses about the causes of the problem.

The owner of a corporate website or online store wants to minimize the bounce rate as much as possible. There are dozens of methods to achieve this goal, but not all can bring the desired results.

Here is a list of effective methods to deal with high bounce rates.

Improve user experience

User experience (UX) is a common cause of high bounce rates on a website. User experience is a collection of thoughts, emotions, and impressions that a potential client experiences.

The success of an advertising campaign, the number of orders, micro and macro conversions may depend on this indicator.

UX designers should consider what might be turning off customers to the site. Among the reasons for refusals are:

  • color palettes in which the menu font is indistinguishable from background color;
  • congested design of the main page;
  • too complicated navigation;
  • slow loading;
  • consistency and intuitiveness of site navigation.

If the site’s structure is not optimized, the user may refuse to work with such a web resource.

To correct the situation, the marketer should:

  • determine which pages have a high bounce rate;
  • perform an in-depth analysis of site pages based on the click map and recordings of video sessions;
  • form hypotheses based on the data obtained;
  • set tasks for the designer and front-end specialist.

If the bounce rate has decreased, then it is necessary to segment all data by traffic channels. After the site transformation, the bounce rate should drop by a few percent.

Optimizing pages and call to action

The opinion of a potential client is formed within the first seconds. The first screen of the landing page allows the client to understand what emotions the site evokes quickly. For example, how interested is the client in spending time on it?

Optimizing the non-scrollable part of the page can help marketers increase the chances of further clicks to another page, action, or filter. – but it needs to be styled in addition to the explicit call to action on the landing page. Do not overload the page with a lot of links to other sections of the site. The page’s main task is to provide the user with access to:

  • Page title
  • Site search
  • Banner with a call to action
  • First product list
  • Sort filter

Having found the middle ground between informativeness and attracting attention, the site owner reduce the bounce rate.

Increased loading speed

Page speed is the factor in the user experience that affects the number of bounces. According to Strangeloop, a one-second delay in a site’s page load can cost 7% of conversions and 11% of page views. Optimizing images, improving caching, and switching to faster hosting can help increase page loading speed. Using Google Page Speed ​​and similar tools, a specialist should optimize all pages.

Conducting A/B Testing

The purpose of A/B tests, in this case, is to test how well the call to action posted on the landing pages of the site is performing. If the quality of this call and its effectiveness are too low, this will affect the page’s productivity. Therefore, to reduce the bounce rate on pages with a high percentage of this index, marketers conduct A/B testing. Please note that for effective testing, the site must receive more than 1000 visits per week. Otherwise, the available data will not be sufficient for analysis.

After doing the necessary work with the call to action and elements on the right pages, the specialist will conclude which of the options is best. And decide on changes to the elements on the site.

Use of video materials

Video content attracts users’ attention much more effectively than text and photos. With videos, the call to action on the landing page will be more visible, and the likelihood of further clicks on the site will increase.

You can use training videos about the product right on the landing page. You can use easy-to-use editing technology. But do not forget about checking the page load speed and the impact of the posted video content.

Use of quality materials

High-quality content, high resolution, and detailing of the picture are what users pay attention to. Conversely, low-quality can make visitors question the seriousness of the company’s intentions and leave the web page.

To reduce the number of visitors leaving the company’s website, marketers should think about image verification.

Success stories as a tool

There are sites that use reviews as a promotion tool. Feedback works quite effectively and causes an increase in customer loyalty. However, this method can be improved by making it more interesting – add photos, video, or audio materials instead of a text quote.

Users love success stories. If the company shows that cooperation with it is effective, the number of orders will increase. At the same time, the bounce rate will begin to decline.

Each of these methods is extremely useful in working to reduce bounce rates. Using a few tips can increase their overall impact. If all edits are made correctly, the failure rate can be reduced from 10 to 5%. Of course, it depends on the topic of the site and the type of web page. Keep in mind that the bounce rate will never go down to 0.

To achieve good results, sometimes, a deeper analysis of metrics and user behavior is required. However, by taking the right amount of time to work out all reasons for the high bounce rate, an owner will make a difference.

List of parameters for checking the usability of the site.

Bounce Rate vs. Drop Off

Despite popular belief, bounce rate and exit rate are different concepts.

Google Analytics data task is to illustrate by numerical correspondence the number of site visitors who left the site after visiting only one page.

At the same time, exit rate is the data that helps the site analyst understand which page was the last one visited. The indicator makes it possible to determine why the client did not continue their conversion path and why the offer did not interest them.

These terms are often confused with each other. But upon closer examination, it becomes clear that both of them are incredibly important to the site’s success. By distinguishing between these concepts, the analyst of the web page has the opportunity to react to the situation and make exactly the changes that are needed. Furthermore, the correct interpretation of the indicators determines the understanding of the problem and accelerates its correction.

After the correction process is completed, the indicator should decrease. If this did not happen, then the number of fixes was not enough, or the error was not what it was first thought to be.

Importance of Bounce Rate

If the bounce rate is too high, the site owner should seriously try to understand the reason. But what does the bounce rate affect? Let’s figure it out.

Many bounces may indicate inaccurate information or a poor-quality call to action. A high bounce rate on a company’s web resource brings certain problems.

You can make a verdict on the quality of the page by analyzing other site data. The company’s specialists should check:

  • How long, on average, do customers spend on this page.
  • Which pages they most often navigate to.

If a user’s session duration is negligible, the site owner should consider updating and reorganizing. Often, adding new content, optimizing a page, and increasing its loading speed will pay off.

If the bounce rate has not changed after the upgrade, then the reason lies elsewhere. Usability experts should found UX errors.

Decreasing Bounce Rates on WordPress Websites

WordPress is one of the most popular CMS at the moment. Thanks to the huge number of plugins and their convenience, WordPress has conquered the website development market. Research carried out by Google confirms this statement.

Despite its availability and huge toolkit, WordPress has some features that are not very favorable. Unfortunately, every site owner on this CMS faces them.

A frequent question: “How to reduce the bounce rate on this CMS?” This problem occurs on all CMS.

To save you time, we have collated the most effective methods to reduce the bounce rate.

Optimization of content and traffic

The rule of attracting the target audience with the help of content is its relevance. Site users should receive the information they expect. The more relevant the content of the company’s pages is, the higher the chance of a conversion.

Implementing keywords that are relevant to user queries can bring great results. Among other things, adequate content will allow increasing the rate of good traffic.

Incorrect use of Pop-up forms

Pop-up forms are one of the recent trends. They were in demand, but they began to harm the user experience, the quality of which also varies the likelihood of conversion. If the user is not comfortable, there is a high probability the user will leave after experiencing a pop-up.

To avoid rejection by the client, should use Pop-up forms correctly. This requires:

  • Divide forms by landing page.
  • Use the right message and offer for your target audience.
  • Apply different forms for different segments.

With the tips listed above, Pop-up Forms will be effective. Thus, you can increase your CTR up to 30%.

Using minimalism in website design

Recently, one of the main attributes of popular sites has been an extensive menu. Nowadays, the user wants to see correctly prioritized on the first screen, no jumps in color and space.

The use of minimalist design has become a real trend this year. The “airiness” with a minimalist menu and general design make the visitor more inclined to choose a positive action. The presence of space without a single widget allows the user to concentrate on making a decision. The user can not be distracted by third-party and useless elements.

Analysis of fonts and their usability

Even a small detail like font size can play a decisive role in bounce rate.

Often, visitors refuse to stay long on sites which they are not comfortable with. And the size of the letters also has something to do with it.

To avoid such a situation, the owner should analyze the font’s readability and clients’ attitudes towards it. Fixing this error albeit insignificantly, will affect the bounce rate.

Include similar content on the visited page.

Despite maximizing page optimization the client does not always find what he was looking for. After reading the article and realizing that this is not the purpose of the search, the visitor leaves the page.

The entrepreneur should be more competent in managing the existing content. Just add a message that many materials are similar in theme at the end of the article. The probability of transition will increase dramatically. It is worth considering that the effectiveness of this solution directly depends on how deeply users scroll. If, after conducting a detailed analysis, it turns out that the number of clicks at the end of the article is minimal, you should transfer this material to another part of the site. To confirm this hypothesis, it is necessary to separately analyze the PC version and the adaptive version.

To effectively take advantage, divide the content into topics and start “linking” articles. The success of the chosen strategy will mean that the published content is of high quality.

In addition, the following plugins will be helpful:

  • MonsterInsights
  • Broken Link Checker
  • Contextual Related Posts
  • WPForms
  • WP Mail SMTP

The effectiveness of these methods and plugins has already been tested, but keep in mind that it can vary depending on the niche in which the site operates.

Reasons For High Website Bounce Rate

A shortlist of the most common reasons is as follows:

Opt-out of intrusive ads and additional offers

The title of the paragraph looks dramatic, but there are niches in which the rejection of these elements is the only way out.

Due to overly intrusive advertising or excessive additional offers, customer loyalty decreases. This can lead to dire consequences, one of them being the increase in the number of bounces.

By refusing or reducing these offers to a minimum, the site owner can prevent increasing the number of refusals. This will undoubtedly affect the future of the web platform.

Irrelevant offers

Irrelevant offers can be defined as product pages that do not coincide with the customer’s expectations. By offering their target audience exactly what they want, the entrepreneur will increase the loyalty rate.

Each of these tips can help the owner of a website avoid an increase in the bounce rate. Nevertheless, if the indicator grows, you should analyze the available data deeper. And look for the weak points of the site. Only a qualified specialist can quickly find and fix these errors.

Strategies for Lowering Bounce Rates – eCommerce

As with solving any problem, there are strategies for dealing with high bounce rates on an e-commerce site. But not all of them are capable of bringing tangible results. Some websites try many solutions, but the miracle did not happen.

An acceptable bounce rate for a women’s web store is around 20 percent. And for the same of male’s online store, a failure rate just below 50% is considered acceptable.

Learning Google Ads

Experts consider Google Ads and paid search one of the most effective methods of getting targeted traffic.

Their usefulness is quite high, but even here, they are not without problems. Often, Google Ads specialists who have launched paid promotions using this tool face a huge bounce rate. As a rule, the reasons for such high rates are due to incorrectly configured advertising campaigns.

And it is possible to avoid such a situation and invest ineffective advertising. To do this, an entrepreneur needs to analyze the amount of traffic coming from paid channels carefully.

Working on trust

Users are making big demands on sites. If the online store does not meet the buyer’s requirements, the user will not place the order.

One of the common points is the security of the site protocol.

SSL certificate allows visitors not to be afraid of losing their data.

SSL certificates are of several types:

  • DV
  • OV
  • EV

They give the customer confidence that their payment details are encrypted. Sites with a secure connection are unambiguously getting many bounces due to a lack of loyalty and trust.

It is not easy to earn the authority of users. Make every effort to make the client feel safe.

Work on objections and refusals

By listening to their potential customers, the site owner can figure out the reason for the rejections. Embed static forms into the pages of the site, where the client will express thoughts.

By processing the data and feedback provided by the client, detect the problem and quickly solve it.

Using these strategies, the entrepreneur will stop the growth in the percentage of refusals on the site, attract new customers.

How To Decrease Email Bounce Rate

With the help of email marketing, a company can generate additional sales by reaching out to users who have already made purchases on the site. But despite all the usefulness, it still has its flaws.

For effective promotion, it is necessary that potential customers are interested in the information in the newsletter. Otherwise, the effectiveness of marketing decreases – which means that the funds invested in it will not return an income.

There are many known ways to reduce the bounce rate in email marketing.

  • use of a double subscription;
  • using reliable email marketing tools: Mailchimp, Sendgrid, or Sendpulse;
  • analysis and timely cancellation of incentive subscriptions;
  • domain authentication.

These methods will help you get a positive response email from a client. The strategies will need to be tailored to the niche. To find a unique solution for their situation, entrepreneurs should test or combine them.

Bounce Rate and SEO. Need to know

SEO is the primary marketing channel that brings traffic from the Google search engine to sites worldwide. The bounce rate is the first signal that something is wrong on the site. But is it always the case?

Google pays much less attention to this indicator than it might seem at first glance.

Matt Cutts – “Google’s former head of Webspam, has denied Google’s use of bounce rates in ranking algorithms.”

But considering that:

  • Core Web Vitals are the speed metrics of Google’s Page Experience signals used to measure user experience. The metrics measure visual load with Largest Contentful Paint (LCP), visual stability with Cumulative Layout Shift (CLS), and interactivity with First Input Delay (FID).
  • Page experience and the included Core Web Vital metrics will officially be used for ranking pages in June 2021.

It can be assumed that the bounce rate also takes part in site evaluation as part of the search algorithm. But this theory has several weaknesses.

The bounce rate of a site could tell Google which websites are interesting to customers – the problem is that this indicator is highly unreliable. More specifically, the list of reasons why Google doesn’t pay much attention to bounce rate is due to the following reasons:

  • Google cannot track how much time a user spent on a page before leaving.
  • The algorithms of the system cannot predict the reason why the page was still closed.
  • Data from Google Analytics is easy to manipulate but impossible to track.

So, the website’s failures are relative – a high bounce rate can depend on many factors. This statement applies to Google’s Chrome browser.

Realizing the subjective nature of the bounce rate, Google most likely abandoned the idea of ​​using the index as one of the main benchmarks for ranking. But there is data indicating where the best performance is:

  • The user spends more time on the site.
  • Users return to the site again.
  • Visitors enter the site by entering a branding query on Google.

This will affect the increase in SEO traffic to the site.

Lowering the bounce rate

Bounce rate is one of the parameters that almost all marketers, SEO/PPC specialists, and website or online store owners strive to improve. Although this rate doesn’t always mean that visitors decided not to contact a manager or support (especially if there is a chat or contact number on the page), it is still a problem for some pages. Sometimes a bounce rate can be as high as over 50%.

In case this sounds familiar to you, we have a solution. Based on 2 websites, the Plerdy team wants to demonstrate how popup forms can lower a bounce rate. Using the results of our research and analysis, we have completed these case studies.

Case 1. Lowering the bounce rate on Lemarbet’s website

The first case is based on the use of popup forms by our partners, the website of Lemarbet online agency. The research data covers 13 days (June 07-June 20, 2021).

It was a great time to do some analysis since the website was offering the registration for a webinar. All visitors who stayed on the page for over 10 seconds saw the following banner:

In Plerdy dashboard, the chart of interaction with forms showed the ratio of impressions to closing and sending:

If to take a larger time span (March 2 -July 25), you easily notice the period when the bounce rate was decreasing. The overall bounce rate for a nearly month worked out 41.86%:

Compared to the similar previous period, the bounce rate reduced by 14.86%.

We have also decided to check the change of this parameter by traffic source:

Since there were no additional activities or changes on the website during that period, we could find out that the bounce rate lowered thanks to solely the use of popup forms.

Case 2. Lowering the bounce rate on Plerdy’s website

Another case shows how we successfully implemented popup forms on our website – Plerdy. We displayed a banner offering to check the knowledge of SEO:

From May 1 to May 31, 2021, it was shown to all users who visited the website for the first time and stayed there for at least 10 seconds.

As a result, we got this chart with bounce rates:

You can even see the period when the banner was turned off.

Again, we have filtered the results for this period by traffic source:

Thus, based on the examples of the 2 websites, we can see that the bounce rates on the pages with popup forms reduce by 26-32%. Of course, this number depends on what you offer. The more accurately you set the form and the more interesting the text is, the better rates you will have.

Everything is pretty simple. Interacting with a banner, users improve behavioral factors on your website. Obviously, our result is great given that it didn’t require a lot of time or money.


Bounce rate is a relative value that can alert marketers of a problem on a web page. Tracking this index can warn a company of difficulties that could affect the ranking in the future. The increase in bounce rates has an impact on other aspects, including the number of conversions. By tracking the bounce rate on the site, the owner can find errors, quickly make changes and avoid further delays in the promotion. Working on the factors that drive bounce rates is good for customer loyalty and user experience. These parameters can play a key role in a website’s success.