Bounce rate

Read more about what a bounce rate is and how you can minimize your bounce rate.
Bounce rate

If you have your own website, then you have probably come across the term “bounce rate” or in Danish “rejection rate”. There is also good reason for this – the bounce rate is an important element to measure and can play a large role in relation to the success you experience with your website.

If you would like to know more about what a bounce rate is, as well as what you can do to optimize your bounce rate and how a speed optimization can affect the rate, then you have come to the right article. We want to go into that in depth here.

What is a bounce rate?

The bounce rate shows what percentage of those who visit a given page and then leave the page again, instead of visiting other pages on the given website. All pages thus have a bounce rate, or rejection rate, which provides an effective way to measure how effective a page is in capturing your visitors’ attention and interest.

You can measure bounce rates on several different levels.

Different ways to measure bounce rate

Bounce rate by channel

First of all, you can look at the rejection rate according to the traffic channels that brought the traffic to the website. In this way, you can e.g. see what the bounce rate is for visitors who come from organic traffic, direct traffic, social media and referring links.

Bounce rate by content

You can also go in and look at the bounce rate at page level. This is very valuable data that can be used to optimize the content of individual pages.

With these bounce rates, you can go in and see the bounce rate for all the individual pages on your website. If there is a page that has a low bounce rate, it can e.g. be a good idea to promote this page. At the same time, you can also examine this page and try to find out why it is so good at capturing the visitors’ interest.

If there are pages with a high bounce rate, then it is a sign that you need to spend time optimizing these pages.

Bounce rate by keyword

In addition to finding the bounce rate on individual pages, you can also get data on the percentage on keywords. Here you get valuable knowledge about how well a page performs on specific keywords.

In this way, you can find out how well the content on the page meets the visitors’ expectations for the given keyword. If the bounce rate is high, it can e.g. be a sign that you need to implement more content on the page that is relevant to the given keyword.

What is a good bounce rate?

It is impossible to give a definitive answer to what a “good” bounce rate is. The overall answer is that the lower the better.

In general, however, a rule of thumb is that:

  • 20-40% is formidable
  • 41-55% is mediocre
  • 56-70% is higher than average

When you optimize your bounce rate, the goal is to make it as low as possible. A high bounce rate comes with several different consequences, which negatively affect the website’s performance.

The consequences of having a high bounce rate

Some of the primary consequences that come with a high bounce rate include:

  • Negative for SEO: If a page has a high bounce rate, it is a direct sign for Google that your page does not meet the visitors’ expectations. Therefore, a high bounce rate will negatively affect your rankings on Google.
  • Lower conversion rate: When you have a high bounce rate, it will also mean that fewer of those who visit your website will convert. By optimizing your bounce rate, you will also directly positively influence your conversion rate, as you will get more out of your visitors.

That is why it is so important to focus on optimizing your bounce rate. But how to do it?

How can you optimize your bounce rate?

There are several different elements that are crucial to having an optimal bounce rate. Some of the most important things are:

  • The speed of the website: There is no doubt that speed is one of the most important factors in achieving an optimal bounce rate. If you don’t have a fast website , it is impossible to achieve a good bounce rate. This is because the modern consumer has no patience for slow websites . If your page does not load quickly, the visitor has moved on to the next website before the content has even been loaded. It is therefore a good idea to test the speed of your website.
  • The content of the page: The content of the page plays a big role in the bounce rate of the page. If the content on the page does not meet the visitor’s expectations, the likelihood that the visitor will continue on the website is minimal. For that reason, it is crucial that you continuously adapt the content to meet the visitors’ expectations.
  • Website design: It is important that you have a website that has a nice design that exudes credibility and looks professional. If the website has a design that confuses the eyes and looks untrustworthy, then the probability that the visitor will leave the page will be significantly higher.

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