The term ‘bounce rate’ is used fairly often in the world of websites and marketing, but it’s often unexplained. As a result, many people don’t really know what the term means or what it can show your business. Fear not, in this short guide we’ll uncover all of that for you!

Header Image - What is bounce rate and how is it significant?

What ‘Bounce Rate’ Actually Means

The bounce rate of your website is the level of visitors that exit without viewing anything else on your website. They don’t read your informative service pages, they don’t view product pages and they don’t go to your contact page, strongly suggesting that these visitors are not converting. Bounce rate is shown as a percentage of your total visitors, so the lower it is, the better.

How Bounce Rate Can Indicate The Performance Of Your Website

A high bounce rate can highlight many potential flaws that your website may have:

  • Load speed – users will often click away immediately if the page takes too long to load
  • Design – the first thing that a visitor notices is the design of your site. If it’s poor, confusing or looks old, you’re likely to turn away a large portion of your visitors
  • Usability – if your website is hard to use and navigate, or people can’t find other pages easily, they’re much more likely to leave straight away
What bounce rate shows you about your website performance

How Bounce Rate Can Indicate The Performance Of Your Marketing Campaigns

Similar to with your website, a high bounce rate can even show you flaws with your marketing campaigns. It’s likely that your website will be the main target for most of your campaigns – whether it’s SEO, online ads, social media or email marketing – which means that you’ll want to be sending the most relevant traffic possible to the website, where they’ll take the most relevant actions possible.

If your bounce rate is very high, it shows that your marketing isn’t as effective as it could be, as you’re driving a lot of irrelevant, or uninterested traffic. For ads and SEO, this could mean that your targeted keywords are too broad, and for social media campaigns, it might mean that your content isn’t representing your brand properly.

We Can Help You To Lower Your Bounce Rate

Although focusing on lowering bounce rate as a metric on its own isn’t always necessary, focusing on fixing issues that will in turn lower it is always going to improve your business’s success online.

At Webster Digital, we’re experts at both websites and marketing, allowing us to fix the issues, no matter what they are. We’ll quickly be able to tell whether it’s a technical website fix, or whether it’s your marketing that needs adjusting and we’ll be able to propose a plan to get you back on track.

For more information, get in touch with us today.

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