Bounce Rates - How High is Too High?
How high is too high? Is there such a thing as "too low?" Those are questions I hear a lot. We see bounce rates, and we think that they mean someone came to our site, then left… and leaving is a bad thing, right? In reality, that’s not all there is to it, and for some types of pages leaving is something we should expect.
Bounce Rates as defined by Google:
On the surface that may sound pretty basic. But does it really mean there’s a problem if someone visits your site and then leaves without going anywhere else? No. In fact, there are some times when it is completely understandable and reflects the behavior you’ve planned for on a specific page. So, on what kinds of pages are high bounce rates acceptable?
Landing Pages for Digital Advertising
A good landing page design is built to keep visitors focused on that page and following a sales funnel. The primary goal is to get them to act on your call-to-action (CTA). That may be applying for a loan, requesting more information, opening an account, signing up for a seminar or purchasing something. When any one of those actions takes the visitor off your site before they’ve visited another page on your site, it will show as a bounce. A well-built landing page will not allow someone to move to other parts of your main website. There should be no navigation tabs, no advertisements, nothing to distract that visitor from your main intention, getting them to take the action you’re encouraging them to take. So a high bounce rate on a landing page makes sense.
Blog posts and blogs in general, can have a higher than average bounce rate. This is due to many people bookmarking your blog. They go back directly to that page when they want to read, and then leave it. Or they go from a hyperlink on a social site, or an email notification to a blog article, then leave when they’re done reading. In both instances, you would see 100% bounce, but in both instances people have done what you wanted – a perfect example of when a high bounce rate is a good bounce rate.
If your bank or credit union website has a rate page, just as with the blog, people may bookmark the page and visit frequently, never visiting another page until they’re ready to either do more research or actually buy. Rate pages with high bounce rates usually indicate that