What Is Bounce Rate In Digital Marketing

What is the bounce rate in digital marketing? Especially bounce rate is an Internet marketing term used in web traffic analysis. It can represent the percentage of the visitors who enter the site and then leave (“bounce”) rather than you can continue to view other pages within the same area.

The bounce rate is calculated by counting the number of single-page visits and dividing that by the total visits. Then you represented as a percentage of total visits.

Bounce rate is a measure of “stickiness.” So, the thinking is that an effective website will engage visitors deeper into the website.

Encouraging visitors to continue with their own visit. It is expressed as a percentage and represents the proportion of the single page visits to total visits.
Bounce rate (%) = Visits that access only a single page (#) ÷ Total visits (#) to the website.

How To Calculate Bounce Rate

Why bounce Rate Matters-
Bounce rates can be used to help determine the effectiveness or performance of an entry page for generating the interest of the visitors.

An entry page with a low bounce rate means that the page effectively causes visitors to view more pages and continue to very deeper into the website.
A high bounce rating typically indicates that the website is not doing a good job of attracting the continued interest of the visitors. It means visitors only view single pages without looking at others or taking some form of action within a site before a specified time period.

The point of the bounce rate measurement should be relevant to the business of website objectives and definitions of the conversion, it is that having a high bounce rate does not always sign a poor performance.

On sites where an objective can be met without viewing better than one page, for example on websites are sharing specific knowledge on some subject (dictionary entry, specific recipe), the bounce rate would not be meaningful for determining conversion success.

In contrast, the bounce rate of an e-commerce site could be interpreted in cooperation with the purchase conversion rate, providing the bounces are considered representative of the visit where no purchase was made.

Typically, Bounce Rate especially for e-commerce websites, is in the range of 20% to 45%,[2] with top performers operating at a 36%[3] average Bounce Rate.

How Bounce Rate Occurs On Our Website-

A bounce occurs when a website visitor only views a single page on the website, it is, the visitor leaves a site without visiting any other pages before a specified session-timeout occurs.

So there is no industry standard minimum or maximum time by which a visitor must be left in order for a bounce to occur. Rather, it is determined by the session timeout of analytics tracking software.

Rb = Bounce rate
Tv = Total number of visitors viewing one page only Te = Total entries to a page.

A visitor may bounce by:

Clicking on a link to a page on a different web site Closing an open window or tab
Typing a new URL
Clicking the “Back” button to leave the site Session timeout.

There are two exceptions:

1) You have only a one-page website

2) Your offline value proposition is so compelling this person would have to see only one single web page and get all the information needed and leave.
A common use session timeout value is 30 minutes. In this case, if a visitor views one page, does not look like another page, and leaves his or her browser idle for longer than 30 minutes, they will register such as a bounce. If the visitor continues to navigate after this delay, a new session will occur.
The bounce rate is basically for a single page to get the number of visitors who enter the site on a page and leave within a specified timeout period without viewing another page, divided by the total number of visitors who entered the site on that page.

In contrast, the bounce rate is basically for the website is the number of website visitors who visit only a single page of a website per session divided by the total number of website visits.

While site-wide bounce rate can be a useful metric for sites with well-defined conversion steps requiring multiple page views, it may be questionable value for the sites where visitors are liking to find what they are looking for on the entry page.

This kind of behavior is common on web portals and sites of referential content. For example, one visitor looking for the definition of a particular word may enter an online dictionary site on that word’s definition page.

Similarly, one visitor who wants to read about a specific news story may enter a news site with an article written for this story. These examples for the entry pages could have a bounce rate above 80% (thereby increasing the site-wide average), however, they may be still considered successful.

Why Is My Bounce Rate So High??

Here is a few reasons through your bounce rate could be high:-
The design of the particular site is poor. At a glance it may look acceptable but when the user tries to accomplish something he or she might find that there is way too much noise on the page.

Common ailments are included poor or verbose copy, issues with font type and size, weak images, and inserting way too many calls to action. Remember, simplicity always wins online.

Look at the Google homepage – there is a reason it has stayed the same for so many years.
Sloppy site architecture. If the site is built without the clear focus of helping the user accomplish a specific goal, the site navigation can quickly reveal it.

Fuzzy headings tend to confuse the visitors and if we ask people to stop and search out something they tend to vanish. Suppose we discussed in the Strategy section, a good rule of thumb is five to seven main.

headings with clear clues about what that section holds. For example, a tourist site that has “Explore Our Area” is too vague. Something like “Plan a Trip” can be helped lower a bounce rate by making the first step to digging into the site appears too easy and approachable.

Referring to traffic sources. The Bounce Rate is the most effective tool for measuring traffic quality. Assuming you’ve solved the problems listed above, the next step of the investigation is to slice your data against where visitors are coming from.

You may find that people coming from social media tend to bounce at a much higher rate than visitors coming from organic search or press sites. It can be particularly handy for measuring PR efforts.

Big media hits can look good to the “powers that be” but oftentimes one passionate niche blogger will send much better traffic as evidenced by the lower Bounce Rates.

Blog Traffic. That site ( is set up primarily as a blog). As a result, this site can pull in quite a lot of Long Tail traffic – mainly, users who are searching for a very specific “something”.

As a result, they might Google a keyword phrase like “what is SEO?”, read the short post on the topic, and bounce off. A lot of blogs combat this with a nurturing effort.

Bloggers get users to come back to the site by using the email marketing opt-ins (the overlay that shows up that time you hit the site for the first time). This allows the blogger to reach and interact with the user at a later date. Once the user returns to the site, he or she always records as a Repeat Visitor.

What is a reasonable bounce rate??

This varies tremendously across industries referring to traffic sources. Whenever a good rule of thumb is to shoot for under 50%. Some of the best sites can be around 30%, which is doing pretty well – since seven out of ten visitors are digging into the site beyond one click.

When the bounce rate is going down, it means our SEO efforts are getting in the right kind of traffic.

No matter what kind of users are entering our site, whether from Googling a keyword phrase, clicking a social media link, or a link from another website, if our bounce rate is going down we know that we are giving them what they expect to see.
Which page is Landing, that bounce rates from paid advertising are another beast.

(A landing page is the first page you “land on” when you click over from something like a paid search ad or a link.) These tend to have higher bounce rates. It can range quite widely from 50% – 100%.

Depending on metrics like Cost per Acquisition (CPA) or conversion goals, it can make sense to tolerate such a high bounce rate. However, through ongoing testing, we should try and lower this metric. We, Will, talk about more methods like A/B split testing and how to fine-tune online campaigns in the Adaptation phase.
Another thing to consider is the goal of the particular site. If the landing page is the front of a portal (like Google’s homepage) then a high Bounce Rate is actually, that what you want, otherwise you are confusing users as they try to use the tool to accomplish their own tasks. Google’s goal is to give users exactly what they are searching for such as quickly as possible.

In this case, a high Bounce Rate would be ideal because the user has moved in the search results that, Google has served up in response to the search.

Another factor that can influence Bounce Rate is a variety like a long scrolling page design – common to what sites like Pinterest use. Users might be clicking through and scrolling but they are not requesting a unique URL, which means the analytics package fails to capture this interaction. Remember, Google Analytics defines bounce rate as the percentage of
single-page sessions.

This means that one user could scroll through Pinterest all evening and if he/she has not clicked another link, the visit still counts towards the Bounce Rate.

There are some workarounds for that but it might take a bit of developer help to drop in many custom triggers in the code using JavaScript.
Takeaway: A Bounce Rate is a beautiful simple metric to gauge a user’s engagement. It reveals in clear terms if one user can navigate your site and if your content is tempting him or her to click through.

As you grow comfortable with analytics packages, you can be started to slice data by traffic source and instantly see insights like if users from the social properties or referring sites are digging into your own content.

This is basically fascinating clues into behavior and helps provide yet another tool to help focus your own marketing efforts online.