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A Better Way to Analyze Bounce Rate

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As an SEO I frequently find myself explaining analytic metrics and what they actually mean. One constant I have noticed with newer clients is their interest in and misunderstanding of the Bounce Rate metric. Another constant is the client’s uncertainty when I explain that the average bounce rate for a website as measured using Google Analytics (or other internal metrics tracking tools) is most likely a useless metric. Please allow me to explain…

What Is a Good Bounce Rate?

A good Bounce Rate is not a fixed number; rather it is a function of visitor behavior over expectation. Visitors will leave a website when they either reach their objective or give up and leave without having a successful visit. A high bounce rate does not always mean the visitor had an unsuccessful visit, and conversely, a low bounce rate does not indicate success. Since there are usually different types of content pages on a website, the type of content and the expected user behavior will gauge what a healthy bounce rate should be. For instance, a webpage that lands for search queries such as what is the current temperature or what time does the Super Bowl start, will most likely have a high bounce rate because visitors get the information they are looking for on the landing/entry page and leave the site. This should be a good thing. Other pages may be long and contain a lot of useful information, but could also record a high bounce rate because visitors read the content, get the information they want, and leave the website.

For other types of content you would expect a successful visit to have more than one pageview. For example, with webpages such as the first page of a multi-page article or a product directory page where visitors are expected to drill down to the detail page of a product, visitors are meant to navigate deeper into the traffic funnel and view more than one page. A high bounce rate for these pages may not be a good thing.

Since there are different types of content that have different visitor engagement expectations, the Bounce Rate should be analyzed in context accordingly.

Bounce Rate Definition

Bounce Rate is defined as the total number of visitors registering only one hit per session divided by the total hits. Bounce Rate only applies to landing or entrance pages. Therefore, a bounce would occur when a visitor lands on a website triggering a hit, does nothing to trigger another hit, and the session times out without a second hit being recorded.

Bounce Rate Calculation
  • Br = Bounce Rate
  • Th = Total number of visitors recording only one hit
  • Te = Total hits to page(s)
  • Session: A session is a unique visit to a website and is considered to be complete when a visitor leaves the site or after 30 minutes of no activity by the visitor. If a visitor leaves a website and returns within 30 minutes Google Analytics will record these 2 visits as the same visit. If a visitor leaves a website and returns after the 30 minute timeout, Google Analytics will register this activity as 2 visits and 2 separate and unique sessions.
  • Hit: Within the context of this article the term ‘hit’ refers to a metric being recorded with Google Analytics. There are several types of metrics that can be recorded such as pageviews, events, ecommerce activity, and social activity.
  • Bounce: Google Analytics considers a visitor to have ‘bounced’ when only one hit is recorded for a session.

Analyzing Bounce Rate

As mentioned, bounce rate needs to be measured and analyzed within context. The average bounce rate across all the pages on a site is not a useful metric for most sites because aggregating user behavior for different types of content pages will produce a meaningless value. Since bounce rate only applies to entrance pages, it is important to determine how visitors are entering/landing on a website.

It is easy to analyze bounce rate for PPC pages because the landing pages and keywords can be specified and therefore bounce rate analysis for these landing pages can be more straightforward. For organic search landings, the search engine directs the visitor to what it determined to be the best landing page for a keyword. So, to analyze bounce rate for organic search visitors, it is necessary to take the following steps:

  1. Determine on what pages the search engine is landing visitors for which keywords. There are plenty of SEO tools that will provide this information given the keywords.
  2. Categorize the keywords. For instance, using a vehicle dealer website as an example, keywords can be categorized by sales, rental, parts, branded, financing, etc.
  3. Group the landing pages for each keyword category.
  4. Aggregate bounce rate and other metrics by landing page groups.

Using the vehicle dealership as an example, the result could look like the following table:

LP Group % New Visitors Avg Time On Page Avg P-Views /Visit BR % of Visits
Sales 76.1% 58.2 3.5 30.1% 22.6%
Branded 39.8% 103.7 4.6 29.3% 9.6%
Parts 79.7% 63.5 2.4 54.7% 5.3%
Rental 83.7% 59.9 3.3 62.9% 1.5%
Financing 77.8% 50.5 3.7 44.4% 1.1%

This table shows metrics for landing pages grouped into categories. This makes analyzing metrics more useful.

  • Sales keyword landing pages show a high percentage of new visitors and a high percentage of traffic volume indicating that website discovery is high for this group. Generally, when landing pages have a high percentage of new visitors the bounce rate tends to be higher. Further segmenting this group between new and returning visitors shows that new visitors have a bounce rate of about 47% and returning visitors have a much lower bounce rate at about 17%.
  • Branded keywords include the dealer's name. Branded keywords are likely to land on the home page or other primary page that starts the vehicle inventory traffic funnel. Pages that land for branded keywords tend to have a lower bounce rate, so the 29.3% bounce rate makes sense. To further analyze this traffic a unique phone number was added to these landing pages, and it was discovered that a large percentage of visitors called the dealership from these pages. A visit where the visitor is looking for a phone number and finds it on the landing page may be recorded as a bounce, but is a successful visit.
  • Rental keywords show a high bounce rate. For this site, there are only two rental landing pages to which the search engine refers traffic, and the call-to-action on these pages is "call for availability." Since the call-to-action prompts the visitor off of the site, a high bounce rate is expected for this keyword group. Simply checking in with the dealer confirms that plenty of rental calls are being generated and the rental volume is higher than ever before so the 62.9% bounce rate is acceptable.

By design, the traffic funnel for sales landing pages is longer than the traffic funnel for the rental pages. Aggregating the metrics would not differentiate expected user behavior.

This method of bounce rate analysis is effective, but it is not perfect. For instance, branded keywords could land on sales pages and slightly skew the metrics. Filtering by keywords provides additional insight if the “not provided” keyword value is low. However, since the percentage of “not provided” keywords is generally increasing it is unlikely that filtering by keywords will be useful.

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22 Comments:

Guntur realestate

A very detailed analysis. By reading this one can easily understand about the bounce rate. We need to try to decrease the bounce rate for our websites. What I feel is the average bounce rate should be 40 to 50 percent which looks normal.

Ganesh Kandel

news portel

Ben

Totally agree with segmenting content and performance metrics. Makes a ton of sense. Another way to look at bounce rate is to benchmark your bounce rate by industry category (which correlates to the type of site), location, etc. Google Analytics makes this easy - but nobody uses it. Here’s a blog post that explains it all: http://www.add3.com/insights/whats-good-bounce-rate-using-google-analytics-benchmarking-reports/

hossein

why my bounce rate isnot good?
http://www.asiavacuumpumps.com

Atinder

Bounce rate is very big factor, In my thinking, but many just don’t look towards factors like this, which can hugely effect a website. A very high Bounce rate means, Visitors are not getting what they want (not always, but in most cases) and are leaving website to find more content, which also be called as Pogo sticking, if those visitors click on other search results in Google. Indirectly, We may lose our authority as Google will consider our content as worthless and will take down rankings. So, Bounce rate has lot do, no matter, which niche we are working on, from Blogging to eCommerce, this factors needs to be focused on, if we are really looking to provide good user experience.

Michael Goldman

Great article. So true bounce rates can be so misleading, especially if the landing page converts the customer!

James McInally

Good article Bob. We’re constantly checking bounce rate and SEO and PPC bounce rates vary dramatically, and it;s easy to infer management information from bounce rates without looking at exit pages also. There is no correlation between SEO and PPC bounce rates as far as I can see, as the keyword, in search or PPC will have a different intention, and also dependant on which position your ad or organic listing is. One thing is for sure is, as you mention, segregating out keywords, or grouping keywords - particularly by keyword type if you can - in analytics, to get an idea. We had a high bounce rate recently for a client, and it was only on investigation, that the destination page in PPC was a category page on the site, rather than a product page, for a very product specific keyword. Once we changed to the landing page to the product page, the bounce rate decreased, with more conversions. Thanks for reminding me to look as these metrics.

Dejan

Great article Bob. My bounce rate newer goes under 65. I made good and intresting articles but people who come from google dont follow links included in my articles http://artemisinin.rs i realy dont know why

Corina

Great post. It is really helpful.

I also find the following link useful.

http://www.mavenec.com/blog/bounce-rate-google-analytics/

Britt

I often think that people get confused between the difference of bounce rate and exit %, and both should really be considered when discussing bounce rate. I see this assumption from others come up a lot in conversation, that high bounce pages mean a poor experience, when that’s not necessarily the case - and thank you for clarifying this for the world. The key takeaway from all of this, is that bounce rate cannot be isolated as a success metric, but should be used with a combination to piece together a full story. If I’m in a hurry, I’ll almost always default to BR, avg time on page, pgviews/session, % returning visitors for pages to get a general synopsis of what’s going on (in a segmented view, of course ;) ).

This post might be of help to you as well, it includes scenarios, benchmarks, and some ‘quick hit’ tips if you only have a couple minutes to look into your analytics: http://www.spinutech.com/blog/digital-marketing/7-website-analytics-that-matter-most

Robert Scavilla

Great article Britt - well done.
...bob

Neil Waterhouse

Good explanation and very important helpful information for me. You cleared all my doubts here. Thanks.

Ratko Ivanović

Great article!

I’ve seen a lot of people feel stressed about the metric, without understanding what it actually means. Splitting them in different audiences and from different channels/pages really helps understand what is happening and if and what you should optimise.

Love the example :)

james

Hi,
i read your best article about bounce rate, Very informative but tell me some about my site bounce rate.?
check this and tell me >  http://www.gamedownloadblog.com/
Thanks,

ahnerd

Hi
Thanks for this useful article,i have a bounce rate of 70.3 % this month is it bad for my website ,it is a tech website please anwser back my comment here is my website http://www.techiediaries.com

haley

Hi,
Thank you for the very helpful article. My team is currently creating a global dashboard that highlights key metrics from several of our global websites. One metric we are trying to capture is bounce rate, but we’re struggling to determine if it’s better to define a key landing page for every site and measure the bounce rate for those key pages? Or take the average bounce rate across all landing pages for each market? Our sites all have varying designs, so one site’s home page may be drastically different than that of another. We’re leaning towards defining the key landing page for each market and measuring the bounce rate from each, but wanted to get a second opinion.

Trent

Bob, great article, I wanted to invite you to head over to http://www.blizzardmetrics.com and add some context to your Google Analytics data with some enhanced benchmarking.  I know, like you said, nothing is ever perfect, but I like to be able to load all 75 of my clients into it, sort they by industry, and then see how one of my clients compare to my 74 other clients across over 100 graphs and charts…. would love to hear what you think? I made it for myself and have been recently sharing with some friends.  The more the merrier!

Kumar Mritunjay

Great article…! 
Thank You @Bob… for the useful and clear guidance.

Mark Benson

Great Article Bob, You have explained the importance of Bounce Rate very beautifully. I have a doubt. Does the Google consider the Bounce Rate for the Rank calculation?If so what should be the average bounce rate for a site to be successful?

Vineeth Mungath

The table infographics is amazing, it is very easy to understand using these informations. We are working hard for improving the bounce rate of client websites. Your articles helped me a lot. Thank you

sunnyed

thank you sharing knowledge with us.

Srinivas

Thank you for the wonderful information. Hope to learn more from your articles

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