Basics of Digital Marketing: Bounce Rate

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basics of digital marketing

Basics of Digital Marketing: Google Analytics Bounce Rate

It is necessary to understand the basics of digital marketing by examing the concept of bounce rate as it is one of the most misunderstood metrics. In simple terms, the bounce rate is the metric that measures the amount of time in which a user lands on a page then leaves.

Follow The Analytics Series in Order:

In the event that you stumble upon this series out of the intended order, I have included links for all of the articles in this series. It’s recommended that you try to follow them in order because one concept will start to build off of the one that came before it.

Here are the links for your review if you should need them:

1 Acquisition Overview

2 Social Overview

3 Bounce Rate

4 Top Ranking Pages

5 Understanding Demographics

This rate measures both the number of pages a user views and the amount of time they stay on each page.

Navigating Bounce Rate:

You can find the Bounce Rate under the Acquisition Tab under Overview:

basics of digital marketing


On the main overview page look under the Behaviour section.

basics of digital marketing


There are three main metrics to focus on and understand:

How Bounce Rate Works

Let’s start with the bounce rate itself. If your bounce rate is above 70% then your content is not resonating with your target audience. There can be a number of factors that cause this. It’s either the website user experience is not to there liking, it could be trust in your brand or the content just needs a bit more work.

The best rate should range from 25% to 40% but the typical range is usually between 41% to 55%. As long as your hitting the mid-range then your right where you’re supposed by.

basics of digital marketing

Courtesy of Warner Bros


Understanding Page Views

The Number of Page Views section is exactly what it sounds like. This is the average number of pages a user visits on your website. Part of understanding the basics of digital marketing is to get users to stay on your website and view multiple pages.

This metric shows you how visitors are interested in learning more about your services. The more Pages Views the better your content is performing with your audience. In short, Pages Views have a direct relationship with sales and conversions. The pages a person visits the greater the probability they will buy from you.

Understanding Average Session Duration

Average session duration is measured in time. This metric measure the amount of time a user spends on your website. The average session duration should be around 1 minute 50 seconds. People have a very short attention span these days so that’s the best it’s going to get.

Session duration has an inverse relationship with the bounce rate. As the session duration decreases your bounce rate increases and vice versa.

Now how does this help you? If you start to see your session duration decline suddenly then that means a change has occurred that your users are not liking. It could be a theme change in your website or a piece of content that is off pudding.

This may take a little investigation on your part but will be well worth it in the end.

Optimizing The Bounce Rate

Optimizing the bounce rate of your website is the best way to get it rank in no time. Since all search engines use the bounce rate to judge user experience; its a key metric Google and other search engines use in the ranking process.

Readability – Make It Easy to Read

The first path to optimizing your bounce rate is to improve your content’s readability. Don’t write content with sentences that go on and on. Keep them short and easy to understand. Also, don’t write a blog post that consists of huge paragraphs. You will lose readers quickly because the content becomes hard to follow.

Avoid Popups – People Just Don’t Like’em

I’m a huge advocate of not using popups of our website. 70% of general website users find popups annoying and disruptive to the user experience. In some instances, popups can help you increase sale conversions but they have to be very relevant to your audience. If you are going to use them, make sure they are highlighting a clear call to action.

Sales, discounts that will expire or holiday events are prime examples of relevant popups. Just use them sparingly.

Test how the popups affect your bounce rate. If you start using popups and your bounce rate increase then you know popups are hurting your user experience.

Here’s a graph to put things into perspective:


Keep Your Blog Content Fresh

If you don’t have a blog we suggest you start one, TODAY!

In 2019 it’s all about content. Users want to be informed with new and relevant information. Blogs are the only way to be able to target a broader scope of keywords that just don’t match your core web pages. If writing is not your thing, look at outsourcing your blog to a content writer. There are plenty of them out there.

Here is a staggering graph to put things in perspective.

basics of digital marketing

As you can see, the more you blog the more users will stay to consume your content. Now that you have their attention, place your compelling offer in a tangible spot on your blog post.

Make your offer a clear Call-to-Action.


Signup for your free SEO Audit HERE.

See what I did there? Haha

This will get the user to stay on your site longer, increase the chance of the desired conversion.

One last tip is to evaluate the relationship between bounce rate on mobile phones vs desktop computers.

On the top search bar, click the Bounce rate on mobile vs desktop preset. (If you don’t have the preset then just type it in)




On the left side of the page, you will see a quick view pop up like this.

Click to generate the report where it says Go to Report.

A new page will populate that looks pretty familiar to you by now.



Once you generate the report you want to look at your bounce rate while broken down by device.

If your bounce rate is pretty evenly spread across all devices then there is no real cause for concern. But if you see a significant shift from one device to another then you know that the user experience is suffering.

This usually happens when evaluated the difference between desktops and mobile phones. If the mobile phone bounce rate is staggeringly higher then this tells us that your website is not mobile optimized.

This is a very helpful section so spend a little time reviewing this data.

Closing Thoughts

A high bounce rate shows that your landing pages are not relating to visitors. In turn, this means your conversion rates will not improve until your website does. To create a balance, you have to deep dive into your traffic sources. To understand the concept of traffic sources we’ll discuss how to optimize your content for web sites. We will cover this topic and much more in our next post from the Understanding Google Analytics series.

Stay connected for the next post in our series.


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A little bit more about us:

E&E Marketing Solutions is a digital marketing agency that understands the needs of our customer in a constantly evolving landscape! We can work closely with you and your team to make big moves in your industry. We exist to give you results, plain and simple!

By working with us, we will help you get on the map with expert local SEO servicesdrive traffic, and increase your conversion rate through the use of the best techniques and strategies in internet marketing today.

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