Why a High Bounce Rate is Awesome for your business!

A Bounce is described by Google as a visitor who leaves the site from the page they entered on. Meaning that they enter your site and then leave from the same page without going to another page or triggering an action.

According to Inc.com article: “As a rule of thumb, a 50 percent bounce rate is average. If you surpass 60 percent, you should be concerned. If you’re in excess of 80 percent, you’ve got a major problem.(Wikepedia article on Bounce Rates)

It’s not often that I disagree with Wikepedia or Inc.com but I have to say, the quote above represents some very old school thinking. There are a number of great reasons why a page may have a high bounce rate and these can range from blog sites, where people only want to see the latest post, to single task landing pages, contact pages or even pages with video… especially pages with videos.

But why would a page with a web video have a high bounce rate? I hear you ask, and how could that possibly be awesome? These are all excellent questions and to illustrate, we here at the Creativa web video internet science department* have developed the following diagram.

 

So you can see how there is a direct correlation between having a clear action path”, clear call to actionand contact, call or email”, well imagine the clear action path was a web video and within the video was all the information a customer needed to make a decision regarding your products or services. They watch the video where you also tell them what to do next and because you have a contact number on every page of your site, it’s easy for them to simply pick up the phone and give you a call. You get a sale but your site records a very high bounce rate, should you be concerned?

The long and the short of it is bounce is really only one of many indicators of website performance, and while it is tempting to tweak and try to improve bounce rates it is generally more important to focus on conversion and of course… sales.

So if you have an awesome web video on your home or landing page, you may just have a high bounce rate and I bet you’re probably laughing all the way to the bank. And if you don’t? well you might need to consider adding videos soon.

*not a real thing…

6 Comments

  • Your theory makes sense as to the logical reason that explains high bounce rates on good sites BUT I believe that those reasons are not good news for website owners.
    Isn’t the purpose of websites in general to either make a sale or engage the user in some way so he’d keep coming back and ineracting with the site? With an exception of the campaign specific landing pages, most website will NOT be able to close the sale in one page. The engagement is also too short, it doesn’t give users enough time to even remember your site so they can return at some point in the future.

  • Obviously having a high bounce rate is not always a good sign, however this article states one specific situation where having a bounce rate could be a good thing.
    I have seen many cases where high bounce rates where, on its own, not a reflection on the web page performance, it is always important to analyse webpage statistics as a whole not as independent parameters.
    For example having a high bounce rate together with a long time on site average and many phone enquiries is a sign of a page working in the right direction, whereas having a high bounce rate alone with no other indications of interaction or conversions would normally be an alert sign.

  • KobeMail says:

    As the article mentioned the bounce rate of a webpage is the point at which a user goes to the first page of the site and then leaves the site while not taking any action that brings them to another page. According to the article a high bounce rate of a webpage is not a bad thing if the call to action is on the first page of the site. I believe this statement to be true only if webpage is simple and does not need multiple pages on the site to allow the user to get to the point of a sale or conversion. This theory does not work for all sites. Many sites have product on one page and the page to purchase on another. Those sites would need the users to move past the first page to another page in order to make a sale or convert a user.

    When discussing bounce rates in emails versus webpages the scenario is much different. A bounced email is one that did not reach the receipt for various reasons. In this case, the concept of high bounces being acceptable is not the case. Its important to know the distinction here.

  • Hi KobeMail
    I believe the point of the article is to show how in some cases, specially where conversions appear as phone calls, a high bounce rate could be a good indicator that visitors are happy enough with the content to make a call without the need to keep browsing through the site.

  • ganar dinero con encuestas says:

    Hmm is anyone else encountering problems with the images
    on this blog loading? I’m trying to figure out if its a problem on my end or if it’s the blog.

    Any feed-back would be greatly appreciated.

    • Davin says:

      Hi Karen,

      The images seem to be working fine, can you send a screen shot of the particular page or issue and we can look into it further?

      Regards

      Davin

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