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Bounce rate is the total number of web visitors who only visit one page divided by the total web site visitors.
So, if 10 people visit your home page (and only your home page) and 100 people visit your site your "bounce rate" is 10%.
The next question is, "What is a good bounce rate?"
Well, it would seem like the lower the number the better, but it depends.
According to Google analytics specialist Avinash Kaushik, "It is really hard to get a bounce rate under 20%, anything over 35% is cause for concern, 50% (above) is worrying."
Think about your own web site and the typical site visitor. Adsoka believes that three key audiences visit most sites. They are:
CUSTOMER/PROSPECTS
This site visitor is likely to dig through the site for information about products and services as they develop either a shopping list, or a set of questions for your next meeting together. If they have never purchased, they are evaluating you to see if you are a credible choice. If they have purchase before they are organizing for the next: order, conversation, etc. Bounce rate = LOW
FIRST-TIMERS
This site visitor has found you purposefully: in either a determined or happenstance manner. Either way you want to have content dedicated to them early enough in the home page to keep them browsing the site until they are compelled to take the next step in the relationship and: order, call, email, stop-by, etc. Bounce rate = LOW
WAYFINDERS
This site visitor may be buying or selling or ... something else. The main thing we know about them is that they are in a hurry. They want your email address, your phone number, your web address confirmed, etc. They want one-and-done information. Bounce rate = HIGH
So, your bounce rate for CUSTOMER/PROSPECTS should be low. Your bounce rate for FIRST-TIMERS should also be low. However, your bounce rate for WAYFINDERS is going to be really high - even 100% depending on if you have contact information on your home page or not.
You are likely to have more WAYFINDERS than any other site visitor. So, look at your site and see if you have content for each of these three main site visitors on your home page. If you are getting good feedback about your site, sales are happening and people are contacting you offline as well, then your bounce rate is probably perfect.
