Your website bounce rate will depend on a number of factors, the key ones being. The type of traffic you are attracting. Are the visitors to your website specifically looking for your company, or are they looking for information? People who are familiar with you will bounce less than those who are in information-gathering mode. If you’re an eCommerce store, does your traffic have high ‘commercial intent’ (i.e. are they in the mood to buy?), or are they simply researching future purchases?
The sources of your traffic. Visitors that come from Google search results tend to ‘bounce’ much less than visitors from Facebook, for example. People are in very different frames of mind when they’re in work or play modes.
The pages your visitors are landing on. Blog pages tend to have higher bounce rates than product or service pages, for example. If people are coming straight to your homepage, they should not be bouncing off. But if they are landing on an old blog post which doesn’t link to anything else on your website, you should expect a high bounce rate.
The design and layout of your website. Sites that are difficult to navigate, confusing, or look old-fashioned all tend to have higher bounce rates than new clean, easy-to-use, mobile-friendly websites. Is your site something that people actually want to look at? If not, they will be leaving.
The clarity of your message. Is it immediately obvious what you do and who your target audience is? People are busy and distracted, so if they can’t find the answer they are looking for, they won’t hunt around to find it — they’ll leave. This is one of the most underrated causes of high bounce rates.
The speed and usability of your website. Slow-loading websites have high bounce rates and low conversion rates. It’s that simple.
As a very broad rule of thumb, you’re aiming for a website bounce rate of under 40%. Between 40% and 55% is usually okay, whilst 55-65% shows significant room for improvement. If your bounce rate is above 90% or below 20%, that often indicates a tracking or code installation error. If you want to lower your bounce rate than a feature offered from Babylon Traffic can easily help you with that task.
This is a very simple and broad rule of thumb, and there are certain circumstances where it might be perfectly okay to have a bounce rate higher than these figures.