What Is Bounce Rate? What To Avoid And How To Improve It

What Is Bounce Rate? What To Avoid And How To Improve It



The bounce rate is the percentage of visitors who land on your site and leave without exploring other pages.

For example, if your bounce rate is 80%, 80% of the visitors only look at the page they first land on and do not check out any other pages on your site.

To calculate it, you use this formula:

Bounce rate = (Total number of visitors who leave after one page / Total number of visitors who enter the page) * 100

Bounce Rate vs. Exit Rate – What’s the Difference?

Bounce Rate: The percentage of visitors who leave your site after viewing only one page.

Exit Rate: The percentage of visitors who leave your site from a specific page, even if they viewed other pages before that.

Why Do Visitors Bounce?

  1. Your website isn’t interesting enough.
  2. Your website attracts visitors who aren’t a good match for your content.


Why Care About Bounce Rate?

A high bounce rate means visitors aren’t finding your content helpful or interesting. If they leave quickly and return to search results, it indicates your content isn’t engaging them to explore further.

How to Find Bounce Rate?

In Google Analytics 4 (GA4), the bounce rate is replaced by “engaged sessions.” These are visits lasting at least 10 seconds, include at least two page views, or result in a conversion. The percentage of sessions that aren’t “engaged” is your new bounce rate. Find these metrics in the Acquisition tab under Traffic Acquisition.

What is a Good Bounce Rate?

A high bounce rate isn’t always bad, especially for single-purpose pages like blog posts, contact forms, or specific call-to-action pages. Service pages and portals often have lower bounce rates because they engage visitors more.

General Guidelines:

  • 80%+ is very bad
  • 70-80% is poor
  • 50-70% is average
  • 30-50% is excellent
  • 20% or below is likely a tracking error



There’s no single explanation for a high bounce rate. It can be caused by a variety of issues, ranging from broad to technical.

However, some causes are more common than others. Here are a few key ones:

1. Slow Page Load Speed

Users hate waiting for pagWhat Is Bounce Rate? What To Avoid And How To Improve Ites to load. If your load time goes from one to three seconds, your bounce rate can increase by 32%. One in four visitors leaves if a site takes over four seconds to load. Slow load times hurt both user experience and Google rankings. Use Google’s PageSpeed Tools to improve your page speed.

2. Poor UX

A top-notch user experience (UX) is crucial. Poor UX can be caused by confusing navigation, lack of useful information, inaccessibility, or mobile incompatibility. Fix these to keep visitors on your site.

3. Inaccurate Tags and Descriptions

Tags and descriptions must accurately reflect your content. Misleading tags make visitors feel tricked, causing them to leave. Review pages with high bounce rates and update tags and descriptions.

4. Improper Google Analytics Setup

Sometimes, a high bounce rate is due to inaccurate tracking. If Google Analytics isn’t set up correctly, you won’t get accurate data. Follow Google’s guide to fix tracking issues.

5. Not Meeting User Expectations

When people click on your page from search results, they expect relevant information right away. If they don’t find what they need, they’ll leave quickly. Ensure your pages are relevant and engaging.

6. Not Mobile-Friendly

If your site isn’t mobile-friendly, you’re losing potential conversions. As of 2024, mobile devices account for nearly 60% of all website traffic. Use Google’s Mobile-Friendly Test to optimize your site for mobile.

7. Unengaging Content

If your content isn’t interesting, visitors will leave quickly. Ensure your content is relevant, up-to-date, and engaging. Bring in experts if needed to improve the user experience.

8. Poor Design

A high bounce rate can result from poor design. Hard-to-read content, low-quality images, and inconsistent design drive visitors away. Conduct a site audit and improve your design.


Now, the part you’ve been waiting for. Improving your bounce rate has many benefits, and it’s worth the effort.

Some fixes are easy, like speeding up your site or setting up Google Analytics correctly. Others might be more challenging, but they’re doable.

Let’s explore a few ways to improve your bounce rate.

1. Know Your Target Audience

Visitors won’t stay if your content isn’t relevant to them. Understand your ideal customers and their preferences to create content that keeps them engaged and exploring your site.

2. Check Your Traffic Channels

Ensure your page delivers what it promises. If people click on your posts or ads and leave quickly, they probably won’t find what they expected. Use Google Analytics to track and improve your traffic sources.

3. Improve On-Page User Experience

Enhance user experience with:

  • High-quality images
  • Engaging videos
  • Consistently updated quality content
  • Easy-to-read layout with headers, images, and videos
  • Simple and organized navigation


4. Use Relevant Links

Add relevant links in your posts to guide visitors to more content. For example, link to a post on optimizing images in an SEO article. Place links to popular posts in your sidebar for easy access.

5. Include Clear Calls-to-Action (CTAs)

Guide users on what to do next with clear CTAs. Use links, “you’ll also love…” suggestions, and well-placed pop-ups. Buttons often work better than plain links.

6. Embed YouTube Videos

Videos can capture and keep visitors’ attention. Embed relevant YouTube videos in your posts to enhance content and engage users.

7. Speed Up Your Page Load

Aim for pages to load within zero to two seconds, and no longer than four seconds. Fast-loading pages prevent frustration and keep visitors from bouncing.

8. Make Content Digestible

Break up chunky text into shorter sentences and paragraphs. Easy-to-read content keeps visitors scrolling and engaged.

9. Use a Table of Contents with Jump Links

Include a table of contents (TOC) to summarize subtopics and help visitors navigate your content. Add jump links so users can click directly to sections they’re interested in.

10. Try Exit Intent Popups

Use exit intent popups to catch visitors about to leave your site. Offer an incentive to stay, like “Wait! Don’t miss out on this great deal!” and encourage them to submit their email for an ebook or special offer.


By Industry

Bounce rates vary by industry:

  • Blogs: ~80% (people get info and leave)
  • Travel: ~82.58%
  • Ecommerce: ~54.54%
  • Real Estate: ~40.78%
  • Healthcare: ~59.50%


High bounce rates are common for “Contact Us” and “Form Submission” pages as visitors quickly get what they need.

By Channel

Traffic sources (channels) affect bounce rates:

  • Direct: Visitors who type your URL directly.
  • Organic Search: From search results.
  • Paid Search: From ads.
  • Display: From display ads.
  • Referral: From other websites.
  • Social: From social media.
  • Email: From email links.


Analyze bounce rates by channel to see where improvements are needed. For example, a high bounce rate from organic search may mean your content needs to be more engaging.


You can’t optimize your bounce rates without the right information. In digital marketing, data is key.

At Optamark Digital, our team of SEO agency ct can analyze your data to spot patterns and solve high bounce rate issues. We’re here to help you build a strategy that boosts page speed, improves technical SEO, creates engaging content, increases conversions, and ultimately lowers your bounce rates.

Interested in learning more?

Contact Optamark Digital today to get started!


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Optamark Graphics
Optamark Graphics
Optamark Graphics
Optamark Graphics
Optamark is an outsourced service provider to a network of experienced, independent distributors of printing and promotional products. The Company’s services include product sourcing and order fulfillment via access to a network of preferred vendors, invoicing, collections, back office support, sales and marketing support, professional development training, and working capital support.