Your website’s bounce rate is the percentage of people who visited your site and clicked away without interacting with it. This percentage is important because it tells you how people are using your website.
Average bounce rates vary depending on the type of site. For example, simple landing pages average a 70% to 90% bounce rate, while bounce rates for retail sales sites average 20% to 40% and service sites 10% to 30%.
While high bounce rates could point to a user experience problem, that’s not always the case. Your bounce rate could be higher than average because the people visiting your webpage found the information they needed right away. This is why it’s also important to consider the average time a person spends on your site. For example, if you have a blog post that shows a 75% bounce rate but visitors are staying on the page for three to five minutes, that tells you they’re reading the content on your page — and hopefully finding it useful. But if the post has a bounce rate of 75% and users stay on the page for less than a minute, it may be time to update your content or page design.
If you want to make a few changes to your site, start small. You might have a higher bounce rate just because visitors don’t know what to do after reading the information on your website. So instead of making massive changes, add links that show visitors more products they may like or articles they may enjoy.
Sure, your bounce rate is important, but you don’t need to spend all your time reducing it. Instead, tweak your site gradually to ensure visitors stick around and click on more pages.