Wednesday, April 22, 2015

Is A High Bounce Rate Always Bad?

If you have any form of contact with website reports, you will no doubt be familiar with the phrase ‘bounce rate’.  Google defines Bounce Rate as “the percentage of single-page sessions”, in other words the ratio of site visitors who came to your site and didn't go anywhere else. 

It is one of the most popular online web metrics quoted and is typically cited by website managers as good or bad depending upon the figure…. With “High” usually meaning “bad”.

But is that really the case?

Those with some understanding of bounce figures usually claim that a high rate is a sign of poor design or bad usability. That users have not found what they wanted and then gone elsewhere.
This may indeed be true, however the opposite may also be the case. You see a user may have arrived at exactly the right page they wanted (either via marketing activity or good deep-linking search engine optimisation) and got everything they wanted (such as the right information or a view of a video).

Note: If you only have a single page site, such as a microsite or a holding page for a larger forthcoming site, then you can obviously expect a very high bounce rate.
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