What is bounce rate?

According to google support forum, “Bounce rate is single-page sessions divided by all sessions, or the percentage of all sessions on your site in which users viewed only a single page and triggered only a single request to the Analytics server.”

In simple words, when a user visit first page of the website. But, without any action the user leaves that page is called bounce rate. The action could be anything such as visiting another page, or clicking links exist on the page, payments, etc.


Bounce rate and exit rate are different. Many times bounce rate confused with exit rate. Exit rate is the internal comparison to find out which page is responsible to leave user the website.

How to reduce bounce rate?




Step 1 - Aesthetics:

Design your webpage more appealing to the visitor. Always remember, “First impression is last impression” the natural law of human psychology. When you are in the competition of massive number of webpages, you have to be outstanding. First stage is aesthetics. More the show off, larger the traffic!

The alignment of content, placement of the content, ad placement, font size, font colour, bulleting, picture size, etc. has to be up to the mark. Manage white space.

Note: “spams, pop-ups make webpage uglier”

Step 2 - Creativity:

Second ingredient to reduce bounce rate is Creativity. Content is important. “If you are digital marketer, Content is your product.” So creative content is “the” thing, which will keep your visitors stick to our website/webpage. A creative content generate interestin visitors about content as well as website. This interest may further lead to navigate other pages of the website. 

Content format optimisation,  

  • Clear and relative header and sub-headers.
  • The message should be decorative but easy to interpret.
  • Error free, clean and correct, grammar. 
  • Facts and figures are welcome.
  • Keyword research is the important. Try to integrate most appropriate keywords into your blog. Use high traffic keywords.
  • If content is combination of words, pictures, videos then this is what we are, visitors are looking for. In short, content has to be more informative, and new. Fresh content is easy to sell and more effective that repetitive content.
  • Infographic is #trending today!

Content optimisation,

  • Improve your script; try to create more engaging content.
  • Create a combination of reality and fiction.
  • Try to create a value for your brand using your story.
  • Try to gain trust through your content. Try to be truthful.
  • Provide solutions to the target audience. Try being profitable to your visitors.
  • Content organization.

In my research I found one article from Moz.com relative to this topic.

Step 3 – Targeting

There are two types of products. One is problem solving solution and another is the unique solution to the problem which may or may not exist (sometimes it also an innovation). User intent will drive your webpage/website.

  • If you want to solve the existing problem then you have to fix your target before you start.
  • If you have your products then find your target.


Same concept has to be applicable to the content, because content is the product of digital marketers. Hence try to fix your target.

“Bounce rate is directly proportional to the target audience”

If you choose wrong target then the bounce rate will be high and vice versa. If wrong audience or visitors enters on the page then it is very obvious that he/she leave the page without reading it. Because, it is not a solution to his/her the problem. So keyword targeting becomes crucial factor when you create content.

“Keywords are the target for Digital Marketers.”

“Search engine is the first target”

Step 4 –Accessibility:

A proper content with good aesthetics served to the right audience/visitors is not enough if there is lack of accessibility. For example, Smartphone, smart-device users today cross the 2.87 billions counts, If your webpage is not responsive then it is affecting two factors aesthetics as well as accessibility. In such case quality content cannot reach to the right people/visitors.

Accessibility for visitors,

  • Device responsiveness.
  • Clean and accurate, easy to access navigation.
  • Anchor text placement is important.
  • Clear “Call-to-action” placement. But try to avoid many call-to-actions.
  • Internal links, external links and their appropriate placement.
  • Fix broken links as soon as possible.
  • Offer internal search box to ease the visitors operation.
  • Offer chart box.
  • Do not make visitor bounce to another window unless and until any justifying answer you have.
  • Also take care some technical aspects,  (EX, Redirect "404" error, Loading Speed, Etc)


Accessibility to the search engine,

Digital marketers should keep in mind that there our first audience is search engine. So try and make to invite search engines to your webpage/website. Therefore try and put some efforts to make more accessible to search engine first.

  • Optimise Meta description.
  • Target high traffic keywords.
  • Internal linking structure must be optimised.
  • Resolve http errors.
  • Sometimes try to buy some keywords from search engine.(Go for PPC), Etc.


There are many options to reduce bounce rate, but these 4 step are mandatory to reduce our bounce rate.

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