Bounce rate is a web analytics metric that refers to the percentage of visitors who enter a website and exit it without interacting with it in any relevant or meaningful way.
For example: if 100 people land on a page, and 5 of them view just the page and then exit the website without further interacting with the page or visiting other ones, the page has a bounce rate of 5%.
A high bounce rate doesn’t necessarily mean users aren't engaged or finding what they need. Whether a high bounce is 'good' or 'bad' actually depends on what you’re expecting visitors to do on your website:
A high bounce rate is an invitation to dig deeper.
Google Analytics (GA) allows you to examine your bounce rate from different angles, so you can pull out the magnifying glass and study them to see whether there’s a problem and what (if anything) you should do about it. For example, you can investigate traffic sources and compare them to one another to see whether, say, paid traffic performs differently from referral traffic; or you could look at individual pages and compare them to one another to see if you have a specific problem on just a handful of them.
In the end, a high bounce rate could be a sign that something is wrong, especially if it happens on an important page in your sales funnel. The number alone can’t tell you whether visitors are engaged, but it’s an important metric when you start combining it with other information—for example, how much time they spend on the page, how far down they scroll, which elements they interact with, and what they have to say about the experience when you ask them for feedback.
The following two-pronged approach helps you take a closer look at your high bounce rate pages:
2) Use behavior analytics and user feedback tools to keep investigating what exactly people are doing on the page, and why:
By combining web analytics with a behavior and feedback tool, you have all the data points you need to decide whether your high bounce rate is something to worry about.
Bounce rate is just one metric related to people leaving your website, but what about the ones who view more than one page and still don’t convert? How do you go about studying your sales funnel and fixing the broken links in that chain?