February 21st, 2011 Add Your Comments Bookmark and Share

Bounce rates, often quoted but hardly ever understood. The bounce rate features on just about every website stats package/service going but what does it mean and what is a good bounce rate?

What Is The Bounce Rate?

Sounds fun doesn’t it? Unfortunately depending on the nature of your website a bad bounce rate can kill it. The bounce rate is the percentage of visitors who only view one page on your website before leaving. Or in it’s simplest terms:-

Visitor -> Landing Page -> Gone!

If you have 20 visitors in a day and 5 follow the pattern above then you have a 25% bounce rate.

What Is A Good Bounce Rate?

20% – Done. No I’m joking. There are plenty of factors that influence what should be considered a good bounce rate and most important of all is the nature of your website.

If you are running a business website to garner enquiries/sales then ideally you want your visitors to browse your website before making an enquiry or buying. Even if they go from landing page to enquiry form that shouldn’t count as a bounce. With this type of website anything above around 60% is generally considered bad. Anything in the 30 percent range or lower is considered very good. The other time where you’ll want a low bounce rate is if you are trying to build a community for your website. You want people to browse around, seeing what you’re about and joining in. If you are running a blog or forum and see a high bounce rate then it tells you straight away there is something wrong.

However if you are running a website for the purposes of profiting from PPC (pay per click) advertising such as Adsense then a high bounce rate can be a very good sign. Remember that a user clicking on an advert to take them to a different website from where they landed on yours is counted as a bounce. The ideal situation is that a visitor lands on a relevant page on your website from a search in Google, Bing, Yahoo etc, reads your article and then clicks on a relevant advert. That is what contextual advertising is all about. The visitor has consumed as little of your resources as possible and generated income by clicking on the advert. I love to see 80%+ bounce rates on the content where I want PPC income. I don’t want them clicking around my website looking at content that might not really interest them!