The bounce rate is one of various user signals and thus, at least indirectly, also a
Ranking factor for Google. A high bounce rate does not always have to be problematic, but the bounce rate should always be determined and evaluated.
Determine bounce rate: Google Analytics and alternatives
Google Analytics is free and offers a wide range of functions, but is not without controversy when it comes to handling user data. You cannot do without the consent banner with this form of tracking - after all, you need the unambiguous consent of your users before you activate non-essential cookies.
Tip: With an analytics alternative such as Trackboxx, you can also determine all important metrics such as the bounce rate - but without the use of tracking cookies.
When is the bounce rate too high?
Very good bounce rates are in the range of 40 to 60 %. However, this does not necessarily mean that a bounce rate of 80 % or higher is bad. Rather, the decisive factor is to compare the bounce rate with other data such as the Average Time and interpret them correctly.
Although the bounce rate is a clear user signal and therefore a ranking factor, it is not the most meaningful when viewed in isolation. After all, the website visitor could also have found what they were looking for directly - for example, information. In this respect, a high bounce rate would actually be a good signal.
Nevertheless: If the dwell time, i.e. the time a visitor spends on one of your subpages, is also low, you should look for possible problems.
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Causes for a high bounce rate
As already mentioned, the causes are different and not always negative. It is best to define clear objectives to ensure that all conversions are tracked.
Improve bounce rate - optimise bounce rate
If you look at the causes of a high bounce rate, the solutions are actually obvious. In detail, this means
1. optimise content
Align your content as closely as possible with the user's intention (user intention) - really offer what you promise. It is also advisable to structure your content well, for example by dividing it into meaningful sections. Tables of contents can also help.
2. customise design
Content does not only consist of words. Colours, shapes, images, graphics and videos are ultimately nothing more than content. An appealing and, above all, responsive web design optimised for all end devices (smartphone, tablet, various screen sizes) for each individual page increases the chance of a long dwell time and massive conversion.
3. link internally
Sometimes it can make sense to divide content into different subpages instead of having everything on a single page. In this way, you create a clear orientation of the respective page and the possibility for users to call up exactly the further content that really interests them. A prerequisite is good internal linking in the main menu, via buttons in the text and pure text links in the content.
4. create conversion spots
A conversion is when users fulfil a defined target intention. This can be the click on an internal link, but also the use of a contact form, download links or the order of a product in an online shop. Your site should therefore be designed in such a way that the user has many opportunities to "convert".
FAQ Bounce Rate
What is a good bounce rate?
A good bounce rate is usually between 40% and 60%. The lower the value, the better, as it indicates that visitors are spending more time on your website and accessing multiple pages. However, a high bounce rate can also be normal, depending on the type of site and the goals. For example, higher bounce rates are often unproblematic for blogs or purely informational sites.
Why is a high bounce rate not always bad?
A high bounce rate does not necessarily mean that something is wrong. If visitors arrive at a page and immediately find the information they were looking for, this can lead to a high bounce rate. In this case, the page has served its purpose, even if no further action follows. It is important to consider the bounce rate in the context of dwell time and other metrics.
How can I reduce the bounce rate of my website?
To reduce the bounce rate, you should take the following measures:
Optimise content: Organise your content to meet the needs of users and structure it clearly.
Customise designA responsive and appealing design for all end devices is crucial.
Improve loading timesLong loading times cause users to bounce. Optimise images and use caching to make your site faster.
Internal linkingCreate opportunities to direct users to other relevant content within the website.
Which tools can I use to determine the bounce rate?
The most common tools for measuring the bounce rate include Google Analyticswhich provides extensive data but requires user consent via a consent banner. Alternatives such as Trackboxx make it possible to measure the bounce rate without the use of cookies, which enables simple implementation without additional consent.
What are common causes of a high bounce rate?
The most common causes of a high bounce rate include
Inappropriate or poor contentIf the content does not meet users' expectations, they will quickly leave the site.
Suboptimal design: Websites that are not optimised for mobile devices or are unclear lead to a higher bounce rate.
Long loading timesUsers expect pages to load quickly and often bounce if this is not the case.
Disturbing overlaysExcessive pop-ups, adverts or cookie banners can quickly drive users away.
