Google teaches you how to solve the website bounce rate is too high

seo blog

Before we begin, we must first know: What is the bounce rate?

Bounce rate is the percentage of visits that left after only visiting an entry page (such as the homepage of a website) to the total number of visits that resulted.

According to RocketFuel’s research, most websites have bounce rates between 26% and 70%.

Bounce rate data distribution
Bounce rate data distribution

After their research, they provided various bounce rate grading systems, broken down as follows:
① 25% or lower: something may be broken
② 26-40%: Excellent
③ 41-55%: average
④ 56-70%: higher than normal level, but it depends on the website
⑤ 70% or higher: bad and / or something may be broken
Based on the data they collect, your site’s overall bounce rate will appear in the “Audience Overview” tab of Google Analytics.

Bounce rate data

The bounce rate for each channel and page can be found in the Behavior column of most views in Google Analytics.

Bounce rate data

There are many reasons for the high bounce rate of websites. For these reasons, we have compiled some common problems and solutions. Hope this helps you.

Slow loading

Website speed is part of Google ’s ranking algorithm. Google wants to promote content that can provide a good experience for users. If your page loads more than a few seconds, visitors may get bored and leave.

The speed of repairing a website is a lifetime journey for most SEO experts and webmasters, but the benefit is that the gradual increase in speed after repair is obvious.

You can view your page speed (overall pages and individual pages) using the following tools:
Google PageSpeed Insights

Google PageSpeed Insights




They will give you suggestions for your site, such as compressing images, reducing third-party scripts, and leveraging browser caches. Is a good detection tool.

Content is not good enough

To determine if you do n’t need to worry about bounce rate, you can look at the Page Time and Average Session Duration metrics in Google Analytics.

In some cases, users get everything they want from pages on your website. If users spend a few minutes or more on the page, send a positive signal to Google indicating that they found your page to be highly relevant to their search query. This user intent is best if you want to rank for that particular search query.

If the user spends less than a minute on the page (possibly a properly optimized landing page with a quick-click CTA form), consider tempting readers to read some related blog posts after filling out the form.

Disproportionate contribution

If your site may have several pages that disproportionately contribute to your site’s overall bounce rate. Google will know the difference between the two.

So if your single CTA landing page reasonably satisfies the user’s intent and makes it jump back quickly after taking action, but the longer content page has a lower bounce rate.

Then you need to dig deeper and confirm if this is the case, or find out if there are problems with some of the pages with a high bounce rate, and you need to pay attention at any time.

Consider adding advanced filters to remove pages that might skew results. It is recommended to choose the traffic that makes sense to your site (whether it is 100 or 1000 visits), then click “Advanced”, and then filter sessions larger than this value.

Misleading title tags or meta descriptions

Ask yourself: Is your page content accurately summarized by title tags and meta descriptions?

If this is not the case, the visitor may enter your site with your title, but finds that its content is not, and then jumps back to the original place.

We want to look at the content of the page and adjust the title tags and meta descriptions accordingly, or rewrite the content to address the title and content of the search query that you really want to attract visitors.

Blank page or server error

If the bounce rate is extremely high, and you find that people stay on the page for less than a few seconds, it may be that your page is blank, returns a 404, or fails to load properly.

You can view web pages from your audience’s most popular browser and device configurations (for example, Safari on desktop and mobile devices, Chrome on mobile devices, etc.) to understand their habits.

Such issues may cause Google to rush to remove your page from search results. You can embed it in the Search Console under Coverage to find and resolve issues from Google’s perspective.

Harm from wrong links

Sometimes you get a normal or lower bounce rate from natural search results and a higher bounce rate from referral traffic.
It could be that the site is directing you to an unqualified visitor, or the anchor text and context of the link can be misleading.
Sometimes this is the result of sloppy copywriting. The author or publisher links to your site in the wrong part of the copy or does not mean linking to your site at all.
Contact the author of the article first, if the author does not have the ability to update after publication, please contact the editor or webmaster first.

However, referral sites may attempt to undermine your interests through some negative SEO strategies for malicious or entertainment purposes.
At this time, you should politely ask them to remove the link, but if needed, you need to update your rejection file in Search Console.
Declining a link will not reduce your bounce rate, but will tell Google not to consider links to that site when determining its quality and relevance.

Member login page or single page website

If you are a member, the whole point of the page may be the intentional transfer of people from your site to the merchant’s site.

In these cases, if the bounce rate of the page is high, the work can be done normally.

A similar situation might be the case if you have a single page website, such as the landing page of your eBook or a simple portfolio website.

Keep in mind that even if a user’s query is answered super fast, Google usually tells you when the site is better able to meet the user’s intentions (think of sites like

Low quality or insufficient content optimization

Double-check your web pages and review them, and optimize them for things like online reading.

· Do you use simple sentences (think high school students and PhDs)?
· Is it easy to scan with many header tags?
· Did you add an image to break up the copy and make it look easy?

Improve your online copywriting skills to increase the time people spend reading your content.

We also need to pay attention to one problem: your content is not what your audience cares about. Therefore, pay attention to content conversion.

Bad user experience due to design errors

Bad user experience due to design errors

Are you bombarding people with ads, pop-up questionnaires and email subscription buttons?

Is your website difficult to navigate?

As online marketers, we know our website, but it’s easy to forget. For us, users want something intuitive.

To avoid these common design mistakes, let web or UX designers check the website and check it multiple times to ensure satisfaction with the self-experience.

Although we know that it’s important to have a website suitable for the APP version, it is difficult to achieve in the real world.

Studies have found that websites that are not optimized for mobile devices look poor on mobile devices and load fast, which is one of the reasons for the high bounce rate.

Even if your website is implemented using responsive design principles, it is still possible that the live page is not mobile-friendly. Sometimes, when a page is compressed into a mobile format, it moves some key information to a location other than the fold.
Here we suggest that you can use Google ’s free “Test My Site” tool to identify web pages that are not suitable for mobile devices on a large scale.

Google Analytics settings

These problems may occur because you have not implemented Google Analytics correctly and have not added the code to all pages on your website.

For these questions, Google gives 5 professional tips to reduce bounce rate:

1.Make sure your content is in full swing

Your title tag and meta description effectively act as Google’s virtual billboard on your website. No matter what ads you serve in the SERPs, your content must match.

In terms of content, we should also pay attention to:

  • Separate text with plenty of white space.
  • Add support images
  • Use short sentences
  • Check for typos and sentences

2.Put key elements first

Sometimes your content matches what you advertise in your title tags and meta descriptions; visitors don’t see it at first glance.

When people enter a website, they immediately make a first impression. You want the first impression to validate everything they saw when they reached their destination. The prominent H1 should match the title they read on Google.

If it is an e-commerce site, the photo should match the description.

3.Speed ​​up your website

For SEO, faster is always better. Keeping your website fast is a task and should always be firmly on top of your SEO to-do list. There will always be new ways to compress, optimize and speed up load times.

  • Implement AMP.
  • Before loading all images to your site, compress them and use only the necessary maximum display size.
  • View and delete all external or heavy scripts, style sheets and plugins. If you have unwanted content, delete it. For those you really need, see if there are faster options.
  • Solve basic problems: use CDN, minify JavaScript and CSS, and set browser cache.

4.Minimize unnecessary elements

Don’t bombard your visitors with pop-up ads, online promotions, and other content they don’t care about. Overwhelmed vision can cause tourists to leave.

What CTA is most important for web pages?
Highlight in a compelling way.
For everything else, delegate it to the sidebar or footer.

5.Help people quickly find what they want to read

Want to encourage people to browse your website?

  • Leverage live search with predictive search, useful filters, and optimized “not found results” pages.
  • Redo your navigation menu, A / B test the impact of complex and simple drop-down menu on bounce rate.
  • Include a table of contents in long articles with anchor links that take people directly to the section they want to read.

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