12 Factors Your Site Can Have A High Bounce Rate

Why do I have such a high bounce rate?”

It’s a concern you’ll come across on Twitter, Reddit, and your preferred digital marketing Facebook group.

It’s a concern you might have even asked yourself. Heck, it might be the concern that brought you to this short article.

Whatever brought you here, felt confident: There is no “ideal” bounce rate.

However you do not always desire one that’s too high.

Keep Reading as we go into what might be triggering your high bounce rate and what you can do to repair it.

What Is A Bounce Rate?

As a refresher, Google describes a “bounce” as “a single-page session on your website.”

Bounce rate describes the portion of visitors that leave your site (or “bounce” back to the search engine result or referring site) after seeing just one page on your website.

This can even occur when a user idles on a page for more than thirty minutes.

So, what is a high bounce rate, and why is it bad?

Well, “high bounce rate” is a relative term that depends upon your business’s objectives and what type of website you have.

Low bounce rates can be an issue, too.

Information from Semrush recommends the typical bounce rate varieties from 41% to 55%, with a series of 26% to 40% being optimum, and anything above 46% is thought about “high.”

This lines up well with information from an earlier RocketFuel research study, which discovered that many sites will see bounce rates in between 26% to 70%:

Screenshot from, September 2022

Based upon the information they collected, RocketFuel offered a bounce rate grading system of sorts:

  • 25% or lower: Something is most likely broken.
  • 26-40%: Exceptional.
  • 41-55%: Typical.
  • 56-70%: Greater than regular, however might make good sense depending upon the site.
  • 70% or greater: Bad and/or something is most likely broken.

How To Discover Your Bounce Rate In Google Analytics

In Google Analytics 4, Google appears to have actually gotten rid of bounce rate as we understand it (more on this in a bit).

In Universal Analytics, you can discover the total bounce rate for your website in the Audience Summary tab.

How To Find Your Bounce Rate In Google Analytics Screenshot from Google Analytics UA, September 2022

You can discover your bounce rate for specific channels and pages in the habits column of many views in Google Analytics.

12 Reasons Your Website Can Have A High Bounce Rate Screenshot from Google Analytics UA, September 2022

Nevertheless, many companies are presently transitioning to Google Analytics 4, passionately called GA4.

If your company remains in that boat, you may be questioning, “Where did the bounce rate go?”

Your eyes aren’t deceiving you; Google certainly got rid of the bounce rate. Or, rather, they changed it with a brand-new and enhanced metric called “engagement rate.”

In GA4, you can discover your website’s bounce rate engagement rate by browsing to Acquisition > > User acquisition or Acquisition > > Traffic acquisition

Engagement rate repairs a few of the risks that afflicted bounce rate as a metric. For one, it consists of sessions where a visitor transformed or invested a minimum of 10 seconds on the page, even if they did not check out any other pages– 2 kinds of sessions that were not factored in formerly.

As an outcome, you must see your bounce rate lower in GA4. As soon as you do a bit of mathematics, that is.

To compute your brand-new bounce rate, you just deduct your engagement rate from 100%.

how to find bounce rate aka engagement rate in google analytics 4 ga4 Screenshot from Google Analytics 4, September 2022

While bounce rate is a crucial metric, I enjoy to see Google made this modification.

Rather of concentrating on the unfavorable, it motivates us to concentrate on the favorable: The number of individuals are engaged with your website.

Plus, it’s a more precise and pertinent metric now.

In GA4, engagement rate counts a visitor as “engaged” if they checked out 2+ pages, invested a minimum of 10 seconds on your website or transformed.

Now, let’s return to what you came here for: Why your bounce rate is high and what you can do about it.

Possible Descriptions For A High Bounce Rate

Below are 12 typical reasons for a high bounce rate, followed by 5 methods you can repair it.

1. Slow-To-Load Page

Google has actually a restored concentrate on website speed, specifically as a part of the Core Web Vitals effort.

A slow-to-load page can be a substantial issue for bounce rates.

Website speed becomes part of Google’s ranking algorithm. It constantly has actually been.

Google wishes to promote material that offers a favorable experience for users, and they acknowledge that a sluggish website can offer a bad experience.

Users desire the truths quick– this becomes part of the factor Google has actually put a lot work into highlighted bits.

If your page takes longer than a couple of seconds to load, your visitors might get fed up and leave.

Repairing website speed is a long-lasting journey for many SEO and marketing pros.

However the advantage is that with each incremental repair, you must see an incremental increase in speed.

Evaluation your page speed (total and for specific pages) utilizing tools like:

  • Google PageSpeed Insights.
  • Google Browse Console PageSpeed reports.
  • Lighthouse reports.
  • Pingdom.
  • GTmetrix.

They’ll provide you suggestions particular to your website, such as compressing your images, decreasing third-party scripts, and leveraging internet browser caching.

2. Self-dependent Material *

In some cases your material is effective enough that individuals can rapidly get what they require and bounce!

This can be a fantastic thing.

Maybe you have actually attained the material online marketer’s dream and developed remarkable material that completely consumed them for a handful of minutes in their lives.

Or maybe you have a landing page that just needs the user to finish a brief lead kind.

To identify whether bounce rate is absolutely nothing to fret about, you’ll wish to take a look at the Time Spent on Page and Typical Session Period metrics in Google Analytics.

You can likewise carry out user experience screening and A/B screening to see if the high bounce rate is an issue.

If the user is investing a number of minutes or more on the page, that sends out a favorable signal to Google that they discovered your page extremely pertinent to their search question.

If you wish to rank for that specific search question, that type of user intent is gold.

If the user is investing less than a minute on the page (which might hold true of a correctly enhanced landing page with a quick-hit CTA kind), think about luring the reader to check out a few of your associated post after completing the kind.

* This is an example where GA4’s engagement rate might be a remarkable metric to UA’s bounce rate. In GA4, this kind of session would not count as a bounce and would rather count as “engaged.”

3. Disproportional Contribution By A Couple Of Pages

If we broaden on the example from the previous area, you might have a couple of pages on your website that are contributing disproportionally to the total bounce rate for your website.

Google is smart at acknowledging the distinction in between these.

If your single CTA landing pages fairly please user intent and trigger them to bounce rapidly after taking an action, however your longer-form material pages have a lower bounce rate, you’re most likely excellent to go.

Nevertheless, you will wish to dig in and validate that this holds true or find if a few of these pages with a greater bounce rate should not be triggering users to leave en masse.

Open Google Analytics. Go to Habits > > Website Material > > Landing Pages, and sort by Bounce Rate

Think about including an innovative filter to eliminate pages that may alter the outcomes.

For instance, it’s not always handy to struggle over the one Twitter show 5 check outs that have all your social UTM criteria added onto completion of the URL.

My guideline is to identify a minimum limit of volume that is considerable for the page.

Select what makes good sense for your website, whether it’s 100 check outs or 1,000 check outs, and after that click Advanced and filter for Sessions higher than that.

Disproportional Contribution By A Few Pages

In GA4, browse to Acquisition > > User acquisition or Acquisition > > Traffic acquisition From there, click “ Include filter +” beneath the report title.

Select filter in Google Analytics 4

Develop a filter by choosing “ Session default channel grouping” (or “ Session medium” or “ Session source/ medium” and so on). Then examine package for “ Organic Browse” in the Measurement worths menu.

Google Analytics filter report by Organic Search

Click the blue Apply button. As soon as you’re back in the report, click the blue plus indication to open a brand-new menu.

add filer in google analytics 4

Browse to Page/screen and choose Landing page

google analytics 4 additional filters

4. Deceptive Title Tag And/Or Meta Description

Ask yourself: Is the material of your page properly summed up by your title tag and meta description?

If not, visitors might enter your website believing your material has to do with something, just to discover that it isn’t, and after that get better to whence they came.

Whether it was an innocent error or you were attempting to video game the system by enhancing for keyword clickbait (embarassment on you!), this is, luckily, easy enough to repair.

Either examine the material of your page and change the title tag and meta description appropriately. Or, reword the material to deal with the search questions you wish to bring in visitors for.

You can likewise examine what type of meta description Google has actually auto-generated for your page for typical searches– Google can alter your meta description, and if they make it even worse, you can take actions to correct that.

5. Blank Page Or Technical Mistake

If your bounce rate is remarkably high and you see that individuals are investing less than a couple of seconds on the page, it’s most likely your page is blank, returning a 404, or otherwise not packing correctly.

Have a look at the page from your audience’s most popular internet browser and gadget setups (e.g., Safari on desktop and mobile, Chrome on mobile, and so on) to duplicate their experience.

You can likewise sign in Browse Console under Protection to find the concern from Google’s point of view.

Correct the concern yourself or speak to somebody who can– a concern like this can trigger Google to drop your page from the search engine result in a rush.

12 Reasons Your Website Can Have A High Bounce Rate

6. Bad Link From Another Site

You might be doing whatever completely on your end to attain a regular or low bounce rate from natural search engine result and still have a high bounce rate from your recommendation traffic.

The referring website might be sending you unqualified visitors, or the anchor text and context for the link might be deceptive.

Often this is an outcome of careless copywriting.

The author or publisher connected to your website in the incorrect part of the copy or didn’t suggest to connect to your website at all.

Connect to the author of the short article initially. If they do not react or they can’t upgrade the short article after publishing, then you can intensify the concern to the website’s editor or web designer.

Nicely ask to eliminate the link to your website– or upgrade the context, whichever makes good sense.

( Idea: You can quickly discover their contact details with this guide.)

Sadly, the referring site might be attempting to undermine you with some unfavorable SEO techniques out of spite or simply for enjoyable.

For instance, they might have connected to your “Guide To Embracing A Young puppy” with the anchor text of FREE GET ABUNDANT FAST PLAN

You must still connect and nicely ask to eliminate the link, however if required, you’ll wish to upgrade your disavow file in Browse Console.

Disavowing the link will not lower your bounce rate, however it will inform Google not to take that website’s link into account when it pertains to figuring out the quality and significance of your website.

7. Connect Landing Page Or Single-Page Website *

If you’re an affiliate, the entire point of your page might be to intentionally send out individuals far from your site to the merchant’s website.

In these circumstances, you’re getting the job done right if the page has a greater bounce rate.

A comparable circumstance would be if you have a single-page site, such as a landing page for your ebook or an easy portfolio website.

It prevails for websites like these to have an extremely high bounce rate considering that there’s no place else to go.

Keep in mind that Google can normally inform when a site is doing an excellent task pleasing user intent even if the user’s question is responded to incredibly rapidly (websites like enter your mind).

If you’re interested, you can change your bounce rate so it makes more sense for the objectives of your site.

For Single Page Apps (or Day Spas), you can change your analytics settings to see various parts of a page as a various page, changing the bounce rate to much better show the user experience.

* This is another example where GA4’s engagement rate might be a remarkable metric to UA’s bounce rate. If you have actually set it up so that a click your affiliate link is thought about a conversion occasion, this kind of session would not count as a bounce and would rather count as “engaged.”

8. Low-Quality Or Underoptimized Material

Visitors might be bouncing from your site since your material is simply plain bad.

Take a long, difficult take a look at your page and have your most judgmental and sincere associate or buddy examine it.

( Preferably, this individual either has a background in material marketing or copywriting, or they fall under your target market).

One possibility is that your material is excellent, however you simply have not enhanced it for online reading– or for the audience that you’re targeting.

  • Are you composing in easy sentences (believe high school trainees versus PhDs)?
  • Is it quickly scannable with great deals of header tags?
  • Does it easily respond to concerns?
  • Have you consisted of images to separate the copy and make it simple on the eyes?

Composing for the web is various than composing for offline publications.

Brush up your online copywriting abilities to increase the time individuals invest reading your material.

The other possibility is that your material is inadequately composed total or just isn’t something your audience appreciates.

Think about working with a freelance copywriter (like me!) or content strategist who can assist you change your concepts into effective material that transforms.

9. Bad Or Obnoxious UX

Are you bombarding individuals with advertisements, pop-up studies, and e-mail subscribe buttons?

CTA-heavy functions like these might be alluring to the marketing and sales group, however utilizing a lot of of them can make a visitor run for the hills.

Google’s Core Web Vitals are everything about user experience– not just are they ranking elements, however they affect your website visitors’ joy, too.

Is your website puzzling to browse?

Maybe your visitors are aiming to check out more, however your blog site is missing out on a search box, or the menu products are tough to click a mobile phone.

As online marketers, we understand our sites in and out.

It’s simple to forget that what appears user-friendly to us is anything however to our audience.

Ensure you’re preventing these typical style errors, and have a web or UX designer examine the website and let you understand if anything pops out to them as bothersome.

10. The Page Isn’t Mobile-Friendly

While SEOs understand it is essential to have a mobile-friendly site, the practice isn’t constantly followed in the real life.

Google revealed its switch to mobile-first indexing method back in 2017, however lots of sites today still would not be thought about mobile-friendly.

Sites that have not been enhanced for mobile do not look excellent on mobile phones– and they do not fill too quick, either.

That’s a dish for a high bounce rate.

Even if your site was executed utilizing responsive style concepts, it’s still possible that the live page does not check out as mobile-friendly to the user.

Often, when a page gets squeezed into a mobile format, it triggers a few of the essential details to move listed below the fold.

Now, rather of seeing a heading that matches what they saw in search, mobile users just see your website’s navigation menu.

Presuming the page does not provide what they require, they get better to Google.

If you see a page with a high bounce rate and no glaring problems instantly leap out to you, check it on your cellphone.

You can likewise look for mobile problems in Google Browse Console and Lighthouse.

11. Material Depth *

Google can provide individuals fast responses through included bits and understanding panels; you can provide individuals deep, intriguing, interconnected material that’s an action beyond that.

Ensure your material obliges individuals to click to check out other pages on your website if it makes good sense.

Supply intriguing, pertinent internal links, and provide a factor to remain.

And for the crowd that desires the fast response, provide a TL; DR summary at the top.

* This is another example where GA4’s engagement rate might be a remarkable metric to UA’s bounce rate. If your material is deeply gripping, individuals will keep reading after the 10-second mark, leading GA4 to count their session as “engaged” rather of a bounce.

12. Requesting for Excessive

Do not ask somebody for their charge card number, social security, grandma’s pension, and kids’s names right off the bat (or ever, in a few of those examples)– your user does not trust you yet.

Individuals are all set to be suspicious, thinking about the number of fraud sites are out there.

Existing with a huge pop-up requesting for information will trigger a great deal of individuals to bounce instantly.

Your task is to develop trust with your visitors.

Do so, and you’ll both be better. Your visitor will seem like they can trust you, and you’ll have a lower bounce rate.

In any case, if it makes users pleased, Google likes it.

Pro Tips For Decreasing Your Bounce Rate

No matter the factor behind your high bounce rate, here’s a summary of finest practices you can carry out to bring it down.

Ensure Your Material Lives As Much As The Buzz

Together, you can think about your title tag and meta description as your site’s virtual signboard on Google.

Whatever you’re promoting in the SERPs, your material requires to match.

Do not call your page an “supreme guide” if it’s a brief post with 3 pointers.

Do not declare to be the “finest” vacuum if your user evaluations reveal a three-star ranking.

You understand.

Likewise, make your material understandable:

  • Separate your text with great deals of white area.
  • Include supporting images.
  • Usage brief sentences.
  • Spellcheck is your buddy.
  • Utilize an excellent, tidy style.
  • Do not bombard visitors with a lot of advertisements.

Keep Vital Aspects Above The Fold

In some cases, your material matches what you market in your title tag and meta description. It’s simply that your visitors can’t inform initially glimpse.

When individuals get here on a site, they make an instant impression.

You desire that impression to verify whatever they believed they were visiting when they showed up.

A popular H1 must match the title they keep reading Google.

If it’s an ecommerce website, a picture must match the item description they saw on Google.

Likewise, make certain these components aren’t obscured by pop-ups or ads.

Accelerate Your Website

When it pertains to SEO, much faster is constantly much better.

Staying up to date with website speed is a job that must stay strongly stuck at the top of your SEO order of business.

There will constantly be brand-new methods to compress, enhance, and otherwise speed up load time. In the meantime, make certain to:

  • Compress all images prior to packing them to your website, and just utilize the optimum screen size essential.
  • Evaluation and eliminate any external or load-heavy scripts, stylesheets, and plugins. If there are any you do not require, eliminate them. For the ones you do require, see if there’s a much faster alternative.
  • Take on the fundamentals: Utilize a CDN, minify JavaScript and CSS, and established internet browser caching.
  • Inspect Lighthouse for more recommendations.

Decrease Non-Essential Aspects

Do not bombard your visitors with pop-up advertisements, in-line promos, and other material they do not care about.

Visual overwhelm can trigger visitors to bounce.

What CTA is the most crucial for the page?

Compellingly emphasize that.

For whatever else, entrust it to your sidebar or footer.

Edit, modify, modify!

Assist Individuals Get Where They Wished To Be Faster

Wish to motivate individuals to search more of your website?

Make it simple for them.

  • Utilize on-site search with predictive search, handy filters, and an enhanced “no outcomes discovered” page.
  • Remodel your navigation menu and A/B test how intricate vs. easy drop-down menus impact your bounce rate.
  • Consist Of a Tabulation in your long-form posts with anchor links taking individuals directly to the area they wish to check out.


Keep in mind: Bounce rates are simply one metric.

A high bounce rate does not suggest completion of the world.

Some properly designed, efficient web pages have high bounce rates– which’s fine.

Bounce rates can be a step of how well your website is carrying out, however it’s excellent to keep them in context.

Ideally, this short article assisted you identify what’s triggering your high bounce rate, and you have an excellent concept of how to repair it.

Not exactly sure where to begin?

Make your website helpful, user-focused, and quick– excellent websites bring in excellent users.

More Resources:

Included Image: Cagkan Sayin/Shutterstock

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