What is a bounce rate? Difference from withdrawal rate and how to check with Google Analytics

Do you know what percentage of users are returning to your website?

Here, we introduce the meaning of Google Analytics bounce rate, how to check the bounce rate of each page using Google Analytics, and tools to check bounce rate more easily.

1. What is the bounce rate in Google Analytics?

The bounce rate in Google Analytics is the percentage of all sessions that started out first and only that page was the only session.

In other words, it shows the percentage of sessions that left after seeing only the first page.

Bounce rate is the number of sessions on a single page divided by the total number of sessions. That is, of all sessions, the percentage of sessions where a user views only one page and makes only one request to the Google Analytics server.

Source: Bounce rate-Analytics Help

For example, if the number of users who started browsing a certain page was 100 and the number of users who bounced was 60, the bounce rate would be 60%.

2. Difference between bounce rate and exit rate

A similar metric is exit rate.
Exit rate is a value that indicates how much of the page was viewed out of the page.

Exit rate is related to an index (PVs) for all users who viewed the page, while bounce rate is related to an index (inflows) focused on users who started browsing from the page In that respect, they are distinctly different.

Exit rate is the percentage of all page views for an individual page that made it the last page in the session.

Bounce rate is the percentage of all sessions that started on that page that were the only pages in the session.

The bounce rate for a page is calculated only for sessions that started on that page.

Source: Difference between Exit Rate and Bounce Rate-Analytics Help

3. How to calculate bounce rate

The bounce rate is calculated by "number of bounces / number of sessions" , and the withdrawal rate is calculated by "number of bounces / number of PVs" .

4.Estimated bounce rate / average

After checking your site's bounce rate, you may not know if it's high or low. Let's look at the average bounce rate by industry.

  • Management consulting: 67.49%
  • IT: 64.21%
  • Health and fitness: 63%
  • Software: 60.76%
  • Real estate: 57.47%
  • Medical devices and pharmaceuticals: 55.33%
  • Hospitals and healthcare: 54.96%
  • Financial services: 53%

Source: Brafton 2017 Content Marketing Benchmark Report | Brafton

However, these are only guidelines, and a high bounce rate is not necessarily a bad thing depending on the purpose of your site or page.

  • ・ News articles
  • ・ Company information
  • ・ Other content completed on one page

This may not be a problem for pages like the ones above, which tend to have a high bounce rate. Conversely, it may be a problem if the bounce rate of a page that needs to be viewed by another page, such as the home page of the site, is high.

5. Bounce rate is too low

The lower the bounce rate, the better.

If your bounce rate is extremely low, such as 10-20%, your Google Analytics settings may be flawed.

A common case is a case where multiple tags for Google Analytics measurement are set on the same page.

If multiple Google Analytics measurement tags are installed, page views may be counted twice, and not only bounce rate but also other access data may not be measured correctly.

The access analysis tool "Anatomy" has a function to diagnose the setting status of the linked Google Analytics, so if you are worried about the deficiency of the Analytics setting, please try the setting diagnosis with free registration.

6. Improve bounce rate

If the bounce rate is high, it may be because:

  • -The first view of the page (the part that is first seen by the user) has attractive information.
  • ・ No call-to-action (CTA) content
  • -There is no information or content on the page that the incoming user expects.
  • ・ The page will be left because the page reading speed is slow.

Check the pages with a high bounce rate for the above problems.

7. How to check bounce rate in Google Analytics

Now, let's actually check the bounce rate in Google Analytics.
There are three ways to check the bounce rate in Google Analytics, and the method depends on what you want to see the bounce rate.

① If you want to check the bounce rate of the entire site

After logging in to Google Analytics,

1. Click [Audience> Summary] to display the user summary.
2. Switch the metric that is [Session] by default to [Bounce Rate]
In Google Analytics, you can check the bounce rate of the entire website from the user summary
3. You can check [Bounce rate of entire website]
4. You can select the data period from the select box in the upper right
Google Analytics allows you to change the bounce rate period from the select box in the upper right

② When you want to check the bounce rate of each referrer

1. Click [Acquisition> All Traffic> Source / Media]
2. You can check [Bounce rate of each referrer]
See bounce rates by source from Google Analytics “Acquisition” reports

③ If you want to check the bounce rate of each page

1. Click [Action> Site Content> All Pages]
2. You can check [Bounce rate of each page]
Check the bounce rate for each page from the "Behavior" report in Google Analytics

As you can see, with Google Analytics, the same bounce rate depends on the bounce rate.

8. Access analysis tool "Anatomy" to visualize bounce rate

With the access analysis tool "Anatomy" that visualizes Google Analytics, you can check the bounce rate while checking not only the URL but also the screen capture.

You can display the bounce rate of each page with just two clicks (①) on the “Bounce” section at the top of the panoramic view.

In addition, since the bounce rate is represented by four shades of color, you can easily find pages with an extremely high bounce rate (②).

You can also see the transition graph of the bounce rate for each page simply by clicking on the graph icon on the right (③) (③).

With the access analysis tool "Anatomy", you can check the transition of the bounce rate for each page with one click

You can also easily see the bounce rate by referrer.

Click the tile (①) that represents each referrer, and the bounce rate for the number of inflows from that referrer to each page is displayed for each tile.

The bounce rate for the number of inflows from the referrer to each page is compared with the normal bounce rate. If the bounce rate for the number of inflows from the referrer to each page is high, the bounce rate is expressed in red.

86% on the tile (①) representing each referrer is the bounce rate from the referrer to the page acquired by Anatomy. 83% in the lower right is the bounce rate from the referrer to the entire site. The number written on each page is the bounce rate for the number of inflows from the referring source to each page. The number at the bottom right of each tile is the normal bounce rate.
With the access analysis tool "Anatomy", you can compare the bounce rate of each referrer with the bounce rate of the entire page

Anatomy allows you to check your bounce rate against the screen design. This makes it easy to take measures such as changing the position of the link, making the link stand out, and enhancing global navigation.

In this way, anatomy easily checks information such as bounce rate of each page, bounce rate by referrer, pages with outstandingly high bounce rate, page load time and screen design to improve it can.

9. Three Ways to Find Pages to Improve Bounce Rate in Anatomy

Here's how to find out more about your bounce rate in Anatomy. Anatomy is good at analyzing between indicators.

① Number of inflows × bounce rate

Switch to bounce rate while sorting in descending order
In the access analysis tool "Anatomy", you can see pages with a large number of inflows and a high bounce rate

If you switch to bounce rate and see a dark green tile on the left, it means "pages with high inflows and high bounce rates." You can see that such a page should be improved first. Take a look at the screen capture to see if it can be improved.

② Number of bounces x bounce rate

Switch to bounce rate while sorting in descending bounce count
With the access analysis tool "Anatomy", you can see pages with a large number of bounces and a high bounce rate

If you switch to bounce rate and you see a dark green tile on the left, it means "pages with high bounce rates and high bounce rates." You can see that such a page should be improved with priority as above. If you look at the number of bounces alone, you forget to capture the overall feeling of inflows. Comparing bounce count and bounce rate at the same time makes it clear which pages need to be improved.

③ Bounce rate x Exit rate

Switch to drop-out rate while sorting in descending bounce rate
Access analysis tool "Anatomy" shows pages with high bounce rate and exit rate

If you switch to exit rate and you see a dark green tile on the left, it means "pages with high bounce rates and high exit rates". You can see that such a page should be improved with priority as above. Conversely, if there is a pale green tile on the left, it means "pages with high bounce rate and low exit rates". This is a page where users miss out on landings, but are more likely to leave if they are traveling from another page.

Conclusion

Attracting users with ads doesn't translate into a high bounce rate. Know the bounce rate of each page for efficient site operation. If you're a little annoyed with Google Analytics, try Anatomy once.

If you have any concerns about your Google Analytics settings, such as the inability to measure the bounce rate of a particular page, or the scope of your entire site is different than expected, there are services that can diagnose your Google Analytics settings. Please try together.

Click here for related articles ▼