The Importance Of Bounce Rates

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What is a bounce rate?
Bounce rate is a metric that gives insight into how an overall website and its individual pages are performing. It is an important metric to pay attention to, but there are several areas to consider when factoring a bounce rate such as site design, quality of content, user interest (or lack of user interest) and average session duration.
According to Google, bounce rate is defined as, “the percentage of visitors to a particular website who navigate away from the site after viewing only one page.” If a site has a bounce rate of 39 percent, that means that 39 percent of users left the site from the page they landed on without clicking through to another page. The landing page could be the home page, about page, product
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If a page has a high bounce rate, but the average time on page shows visitors are taking the time to read the page and engage in content, then you should not be concerned about the high bounce rate, especially if the page is toward the end of the user flow.
What is a good bounce rate?
A good bounce rate can vary. If a bounce rate is 25 to 30 percent with a properly installed Google Analytics code that is not duplicated, then it is considered unusually good. Bounce rates this low are occasionally results of a duplicate code, so make sure to check your Google Analytics code if you notice an abnormally low bounce rate.
Many websites are put into categories of bounce rates that include 30 to 40 percent, which is considered good and 40 to 55 percent, which crosses the average threshold. Based on average site traffic, websites are more likely to fall within the 40 to 55 percent range. Once a bounce rate goes over 50 percent, it is considered good practice to investigate what pages or user segments are causing the increase. A bounce of 60 percent can even be considered decent depending on the content of a site. If a site is heavily focused on events, visitors will look at only time, date and location and
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If you have a bounce rate below 20 percent, there is a high chance that there is a problem with the Analytics setup. As previously mentioned, it is best to check your Analytics code even if the bounce rate is 25 to 30 percent. A 90 percent bounce rate is oftentimes caused by bad design or browser compatibility issues. Once a bounce rates goes over 60 percent and hits 70 or 80 percent, it is time to consider quality of content, amount of content and website design. Contact pages will sometimes have high bounce rates because visitors are likely to exit a site once they fill out a contact form. If contact form submissions are properly tracked as conversions, Google Analytics users can compare conversions to a high bounce rate to see if conversions outweigh the high bounce

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