What is a Bounce Rate and why is it important for your business

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Rejection rate or Bounce Rate is the percentage of visitors who access a website and leave without accessing new pages or interact with your content, triggering only one page view. The higher the bounce rate, the worse the engagement of visitors.


Rejection rate ” is a term that alone scares many people who have not had a close contact with Web Analytics .

Despite much confusion and many people do not understand really what it is, is an important metric to evaluate the effectiveness of actions Digital Marketing and an important input to know what to optimize, optimize where and how to optimize.

In this post, you will find what is bounce rate, how it is measured, why it occurs and even some tips to decrease it.

What does Bounce Rate

The bounce rate, or Bounce Rate , is a number expressed in percentage and indicates how many visitors have accessed a single page of your company’s website and then left without further navigation on a nearby page. Each time this happens, a rejection is recorded.

This definition is not absolute and may vary from tool to tool. However, it is the form used by the most widely used system in Web Analytics in the world,  Google Analytics .

Do not confuse bounce rate with exit fee. Both have different meanings and impacts. The bounce rate happens only when a person accesses only one page of the site. The output rate is a metric to show how many people are abandoning the site from a particular page, whether this be, or not, the first visited page of the website.

Why is it important to monitor Bounce Rate

All companies should have specific goals in their websites. It can be downloaded a material, a budget request, a newsletter subscription or even a purchase in the case of e-commerce. And usually the realization of this goal requires at least one click, which means that when there is a rejection, among other things, the site could not lead the visitor to the goal.

Upon monitoring the bounce rate, your company can obtain important information on the effectiveness of calls to action and message, for example, and then think about optimization and improvement plans to reduce rejection and possibly increase conversion.

In the case of traffic from Google AdWords , the bounce rate is even more worrying because a high rate means wasted money on clicks and consequent increase in the Cost per Lead.

In addition, Google AdWords now considers the rejection rate in calculating the quality score of the ads, that is, the higher the rejection rate of the landing page of the ad, the lower the quality score and the higher the cost per click campaign.

How to measure the bounce rate?

Many people are used to look at the site’s bounce rate as a whole. The problem is that this number does not show in detail where the problem is and, therefore, it is difficult to think of any corrective action.

For a better understanding of the rejection rate of the site, a more detailed analysis is needed, such as those listed below.

Rejection rate of Third Party Links

At this point, it is interesting to individually measure the bounce rate of the main sites that lead traffic to your business.

Usually it notes that some sources have much better performance than others. In the case of sources that have low performance, it is worth looking deeper into why this is happening, what is the page that receives these visits and what the Call to Action that it uses, etc.

Depending on the case, it is even possible to contact the blog or website that has your link and ask to change them, for example.

Rejection rate of Keywords

If your company focus on creating content for generating traffic to the website or blog, then you should worry about the performance of keywords that generate traffic to the site.

When we talk about keywords, do not limit only to the organic searches, but also included the paid search, Google AdWords, for example.

Both forms deserve to be analyzed and, from this analysis, to take specific actions to reduce the bounce rate of the most important words.

There are several actions that can be taken to decrease the bounce rate by keyword. One is to analyze and A / B testing on their landing pages to find out if there is any element limiting the conversion and thereby increasing the rejection rate.

In our eBook on how to measure and optimize digital marketing channels , we talk more about the analysis of keywords and the impact it has on the Cost Per Lead.

Another idea is to see if the pages to which visitors are coming via organic search are good content and good Calls to Action, as well as have a well-appropriate content that the audience demand.

Rejection rate of the most accessed pages

Bounce rate should also be analyzed for each of the most accessed pages of your company’s website.

Doing this exercise, you can see that there are pages with lots of traffic and high bounce rate, which ultimately decreasing slightly the value of those pages.

Report RD Station that shows the most accessed pages and their respective bounce rates.

If there is the most important pages of your company presenting high bounce rate , it is worth reviewing them to see if the content is appropriate to the public if supply (call to action) is attractive and makes sense or even to  perform tests a / B with the intention to improve the metric.

Blogs rejection rate

In the case of blogs, must be careful to analyze the bounce rate. That’s because many people visit the blog regularly to read the latest article and then leave, which does not mean they have not liked the page. Simply already know and follow the blog.

To make the correct analysis of the bounce rate of a blog therefore must analyze the bounce rate of new visitors, or those who have never visited the blog earlier.

If this rate is high, a deeper investigation to find out whether the Calls to Action are not being effective is accurate if the words that are bringing traffic are well related to the content and whether there are opportunities to create link to the blog of your company, such as signing posts by email, RSS, social networking, among others.