Bounce rate comes up a lot when we talk about Digital Marketing, but what is it? What does it mean, and why is it important?
Let’s first define Bounce rate. The technical definition of Bounce rate is best summed up by saying:
The percentage of visitors who land on a website but then leave without looking at other pages. – The Internet
Ok, that is a good place to start but if you really need to understand this term and use it to your advantage when you encounter it in the “wild” we are going to need to do a deeper dive. Digital Marketing has a lot of jargon to navigate and it can mean different things depending on where it is being used and what your goals are. For example Bounce rate may mean different things to an SEO (Search engine Optimizer) than it does to an SMM (Social Media Manager) and something else entirely to a website developer, app developer, or a traditional marketer. For our purposes in this article page, we are going to take the 10,000-foot view and focus on the general digital media perspective. If this leaves you with any questions please don’t hesitate to ask! We love to respond with more specific follow-up content that may be helpful to you.
Ok, so back to “Bounce rate” What is it? Why is it important and how can I use it to best serve my digital marketing or website management needs?
Why do we talk about Bounce rate and use it in Digital Marketing?
Bounce rate refers to the percentage of visitors that leave your website after viewing only one page on your site. Some bounce is normal but between 40% and 55% is usually okay, while 55-65% shows significant room for improvement. If your site rambles, contains too many irrelevant images or contains other content elements that add more clutter than value, your bounce rate will likely rise. A high bounce rate generally indicates that site entrance pages aren’t relevant to your website visitors. On average maintaining a lower bounce rate is an essential part of your SEO.
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