Bounce rate refers to the percentage of site visits where visitors land on a page and then promptly leave the website.
A “bounce” is any website visit that results in a single pageview. In other words, a visitor who bounces arrives on a page of content and leaves from the entrance page, without clicking through to other pages on the site.
Bounce rates and quality content control
For marketers, an individual page’s bounce rate can be a good way to gauge the value of the content. Visitors who arrive on a page, remain there for some time and then click through to other pages are more likely to convert or return for another visit than those who quickly bounce.
Reducing bounce rates is best achieved by developing engaging, informative content.
When it comes to content marketing initiatives, bounce rates provide strong insight into the effectiveness of different pages. If content is successful, it will lead to lower bounce rates as prospects landing on a page will see a call to action and convert or click around the website to learn more.
Aside from low-quality content, long page load times and poor mobile performance are reasons a company’s bounce rate could be high.
How to Measure Bounce Rate
Bounce rate can be measured by setting up an analytics software package on your website, such as Google Analytics. It appears directly on the main dashboard, under “Site Usage.”
The SEO implications of bounce rates
Marketers increasingly believe that bounce rates (and other interaction metrics) play into search rankings. Google’s Amit Singhal is quoted in The Wall Street Journal as saying that Google’s algorithmic rankings often “… measure whether users click the ‘back’ button quickly after visiting a search result, which might indicate a lack of satisfaction with the site.“