Bounce Rate Definition

“Bounce rate” is a term used to state the percentage of website visitors who leave a webpage without taking any action on the page. Actions could include clicking on a link, making a purchase, filling out a form, or just navigating to another page within the site. If someone visits a single page and then hits the back button, they add to the bounce rate.

Why is bounce rate important?

A website should serve a purpose for visitors. A high bounce rate means that visitors aren’t finding what they’re looking for in the content they’re encountering or aren’t able to easily navigate to what they want. Here are some reasons that understanding bounce rates is important:

1. A high bounce rate means that visitors aren’t converting on the site. Conversions generally imply sales but can also mean following any other specific call to action such as signing up for something or providing information. 
2. Bounce rates are used by Google as an indicator of where a site should be ranked. If visitors spend a meaningful amount of time on a site, Google believes it’s more likely to be a high-quality site and ranks it higher than other sites. 
3. A high bounce rate indicates that a website has issues with user experience. This could mean that the most important content is not properly displayed, load time is slow, navigation is difficult to understand, the copy is unclear, images deter visitors, or there are issues with a number of other factors related to engaging audiences with web content. 

Keeping bounce rate low is a key to improving a site’s Google rankings and increasing conversions.

What is the average bounce rate for a website?

The average bounce rate is different for different types of business websites. Some actions require more time than others, which skews the averages somewhat. Here are some average bounce rates according to Custom Media Labs. 

• Retail and e-commerce websites (20%-45%)
• Business-to-business websites (25%-55%)
• Lead generation websites (30%-55%)
• Landing pages (60%-90%)
• News, events, and blogs (65%-90%) 

Some web pages have high bounce rates by nature. Some high bounce rate examples include contact pages, submission forms, and confirmation pages. These pages are meant to have easily accessible information that serves a specific purpose. 

Should a business owner be concerned about bounce rate?

Any company with a website ought to be concerned about how it’s performing. For a business owner, regardless of whether they have a limited liability company, corporation, or another type of legal entity, an online presence can make a big impact, especially if it’s a good web presence.

According to Statista figures, more than 85% of American consumers use online retail for at least part of their shopping experience. Granted, not all businesses involve e-commerce, so some businesses won’t be affected by that number. But for a lot of businesses, building a solid online presence can drive online sales and have a big impact on the company’s success.

What’s in a name?

Some business owners may not realize that the way they talk about their small business online can also impact how it’s discovered. Having a name or mission that clearly defines what the business is about can make it easier for relevant potential customers to find it online. Business owners should take this into consideration when choosing their name, along with the naming regulations for their specific state. From there, ZenBusiness can help entrepreneurs check that their name is available with ZenBusiness’s Business Name Checker tool. 

Summary

Bounce rate, by definition, describes the standard metric used to calculate when a person visits a web page and does nothing before leaving the site. 

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How ZenBusiness Can Help

Many of today’s entrepreneurs will benefit from having a well-functioning website. The first step is to register a business domain name. ZenBusiness can help with its Business Domain Name Registration Service. The business domain is how people find the business online, and the chosen name can greatly affect factors like whether the company shows up in online searches. Hopefully, with a good domain, visitors who intend to be there will find the site, and ideally, stay long enough to make a purchase or turn into a potential lead for later.