The bounce rate indicates how many users leave a website without taking any action (e.g. navigating to another subpage). It therefore refers to a single-page session in which the user has neither accessed any additional pages nor interacted with the website in a way that triggers a new request to the Analytics server.
The bounce rate is calculated by dividing the number of users who leave the website again without interacting by the total number of users who visited the page. So, if 1,000 people visit a website within one month and 600 of them leave again without interacting, the bounce rate is 60%.
Since there are many different types of websites, it is unfortunately impossible to define a universally applicable benchmark for a good bounce rate. It depends heavily on the topic and structure of the site. If, for example, information is immediately visible at a glance on a website and this page is the main source of traffic, the website's bounce rate can quickly exceed 80%. However, this is not necessarily a problem if the user has found what they were looking for on the website and leaves again after achieving their goal without interacting further with the site.
To determine whether a website's bounce rate is good or poor, it is worth comparing it with the figures for similar websites in the same industry. This provides an overview of what is common in the respective field and makes it easier to assess the bounce rate of your own website. There are various studies on this topic that can provide a rough overview of the typical bounce rates for different industries. The results of one such study look like this:
- 0% – 45% for e-commerce websites
- 25% – 55% for B2B websites
- 30% – 55% for lead generation websites
- 35% – 60% for content-oriented websites
- 60% – 90% for landing pages
- 65% – 90% for blogs
To keep the bounce rate as low as possible, the following factors should be taken into account:
Layout
The layout should be both appealing and functional. The content of the website must be easy to scan and clearly understandable. Good readability and an appropriate structure should therefore be ensured.
Links
To encourage users to interact with the website, it is advisable to have a clear and well-organized navigation structure. Internal links also help direct users to one of the subpages, preventing them from leaving the page immediately.
Content
The most important factor, and probably also the main reason why users visit a website in the first place, is its content. It should therefore be communicated clearly and presented in appropriate language. It is often useful to include definitions and technical terms as well.
Device Optimization
To provide a good user experience for a broad range of users, the website should definitely be optimized for different types of devices. From desktop PCs and laptops to tablets and mobile phones — nowadays, many different devices are used to access a website. However, since they have different requirements, this should always be taken into account during the design process.
Do you still have questions about this topic? Or do you need help with online marketing from a professional web agency in Munich? Then feel free to contact us!
