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Google Analytics – What is a bounce rate and how can I improve it?

Posted 8 years ago on · Permalink

Chris Vale
CLH Designs

If you use Google Analytics or another suitable platform to measure your website’s traffic (and all businesses should be) you would have no doubt come across your “Bounce Rate.”

What is this bounce rate thing anyway?

In simple terms, a bounce rate is the amount of visitors who left a page on your website after directly landing on it. They may have clicked the back button, typed in another address in their browser or simply closed their browser down. Only visits that generates 1 page view is logged as a bounce. Bottom line, they did not interact with your website and as business owners, this means lost potential revenue. A typical bounce rate for a small business website will be anywhere between 30-50% or higher depending on the quality and size of the website.

So now that I know what a bounce rate is how can I improve on it?

  1. Make your website mobile friendly – Our clients now generate 20-30% of their traffic via tablets and smartphones so ensure your site is responsive and fits screens of all sizes.
  2. Create relevant content – If you’re in the business of providing consulting services, your content should match the services you are offering. When customers come to your website, they are expecting to read about consulting services but if they get something else entirely, they will leave your website and you have lost out on potential revenue. Test your content by doing some A/B split testing with a small focus group to gauge visitor reaction.
  3. Make Navigation Easy – You will never be able to please 100% of your audience but if you present your target market with navigation that is clean and simple and that guides them to what action you would like them to take; it can help reduce your bounce rate by engaging your visitors.
  4. Have a fast loading site – If your website fails to load in a reasonable amount of time (2 seconds or less) your potential client will leave your website and go find the information they need elsewhere.

These are just a few of the things you can do to help reduce your bounce rate. After making changes to the content on your website, visit your dashboard in analytics and see how your bounce rate has improved.

Chris Vale is an APBOT director and has operated CLH Designs, an internet marketing business since 2008. Visit