How to Use Bounce Rate as a Quality Guide

What Is a Bounce Rate?

A bounce occurs when a user visits a website and exits the page from which they came without having moved to another page on the same website.

A higher bounce rate means users leave your website without viewing any additional pages. A lower bounce rate means users stay on your website and have moved to a different page within your website.

Keeping track of your bounce rate is a fantastic quality indicator to determine which pages are working for you. Before you become alarmed, know this: a high bounce rate does not indicate failure! A high bounce rate might be the nature of your website.

Referential vs. Content-Driven Websites

A referential-driven page or website presents information solely for the purpose of providing an authoritative and unbiased resource. Online referential resources may include dictionaries, glossaries, timelines, encyclopedias, etc., and these pages are often static (i.e., they do not require new material to stay fresh). Referential-driven websites typically have higher bounce rates because that’s the nature of the website – readers search for the reference material, find the website, and leave.

Content-driven websites must stay fresh and constantly provide relevant material. Examples of content-driven websites include article directories, blogs, and news pages. A higher bounce rate on this type of site may be an indicator of poor quality, irrelevant content, poor navigation, and more.

Expert Authors Should Aim for a Low Bounce Rate

As content providers, Expert Authors who provide high quality content should aim for a low bounce rate (50% or less) and focus on increasing the average time the visitor spends on the site. Unlike referential-driven website providers, content-driven websites want visitors to stay on the website and continue clicking through to different articles or areas of informative content on the website.

Using tools like Google Analytics, gather your pageviews, visitors, visitor duration, and bounce rate. Compare pages and determine why one page may be performing poorly and why one page may be performing well. How was the quality of writing? Navigation issues? Keyword selection? Ads on the page? Length of the article?

To reduce your website’s bounce rate and increase the time on the page/site, use the pages that performed well as a template or theme to emulate on other pages while still providing original content. Additionally, try the following strategies:

  • Update your website with quality content frequently
  • Try out features important to your audience
  • Create interactivity (i.e., two-way flow of information between you and your audience)
  • Give your audience a reason to stick around (e.g., resources, quizzes, games, etc.)
  • Routinely check your links to ensure they are working properly
  • Continue driving traffic to your website via quality articles, social media, etc.

Please note: Don’t be discouraged by a high bounce rate if visitors stay on the page longer than average (approximately 2 minutes). It could indicate the reader found their information, read the article, and left. However, if a content-driven page is clocking under a minute with a high-bounce rate – let these be key indicators that improvement is needed.

Understanding the dynamics and performance of your website is the key to success. Not only will you be able to target your audience by providing the content they want both in your articles and on your website, you will save yourself from the agony of wondering what is wrong with your website and your articles.

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d.dixon writes:

Thanks for this because I am just revamping one of my sites and decided to check out the analytics. I do have high bounce rates but what I also found that I was getting a lot of spam comments and sign ups. What’s the likelihood that the high bounce rate is spam related traffic?

Comment provided October 3, 2012 at 11:09 AM


Hi D.,

There are a few things to consider with this. The first thing you want to look at is the difference in page view from unique page views. Your unique page views will generally be more reliable when determining your bounce rate. Another thing to consider is that spam comments and sign-ups do not take the time to venture to other pages on your site, which will have an effect. It will be beneficial for you to determine ways to block spam commentators as well as sign-ups to see what the difference is in order to get an accurate read on your traffic.



d.dixon writes:

Thanks Vanessa. I just installed a plugin that’s done wonders to stem comment spam. I’m retooling my blog and finally figured out how I want to use it so I’m planning blogs as we speak. That will definitely help. Hopefully in the next 6 months, I’ll see “nicer” results


Salihu S Dikko writes:

The term and condition of EzineArticles right from day one is unique and quality articles. This is so, to get hold of the desired traffics to one’s website in order to derive the maximum benefits adhere to it. Now, it is up to every expert Author to take proper care of the sayings in this blog. And with that in place, I wish to say big thanks to the providers.

Comment provided October 3, 2012 at 12:15 PM


Andrew writes:

Do you have any tips to diagnose a bounce rate that seems suspiciously low? I have some as low as 3%, which makes me think something’s amiss.

Comment provided October 3, 2012 at 4:50 PM


Hi Andrew,

It’s important to keep in mind that this is just one factor among many that you should keep an eye on when determining how your website is doing. If you are using Google Analytics, there are many factors to consider when determining the effectiveness of your website. Take the time to delve into these areas to determine whether or not your bounce rate is something that you should be concerned with. Doing your homework will go a long way in determining your long-term success! :)



gareth lucocq writes:

Hi Andrew
Double check you have google analytics installed correctly. If you have installed it incorrectley your bounce rate will apppear lower.
On my word press blog I had installed it twice and was getting low bounce rates. Once I realised what was going on and fixed the problem my bounce rates went back to normal.


Angelica Young writes:

Having a high bounce rate isn’t necessarily a sign of poor performance. One should measure the relevancy of what the website is offering and it’s objectives.

Comment provided October 3, 2012 at 4:57 PM


Joseph Dabon writes:

This is kinda difficult to follow. How would we know of the bounce rate of a single-page blog?

Comment provided October 3, 2012 at 8:55 PM


James King II writes:

Sign up for Google Analytics. It’s FREE.


lukman writes:

I just know there is, I will try to research and apply it on my website, btw thanks for the useful article.

Comment provided October 4, 2012 at 1:09 AM


Vijay Mishra writes:

Yes, I totally agree with the writer and I would like to say thank you so much for giving useful information.

Comment provided October 4, 2012 at 1:11 AM


Ameer Sr writes:

Very helpful post…so happened I was looking for info regarding bounce rate and this article explained it perfectly.
Thanks to the author!

Comment provided October 4, 2012 at 4:38 AM


Tom Horn writes:

What is considered an acceptable bounce rate for an E Commerce site?

Comment provided October 4, 2012 at 9:13 AM



Great article!
Since we test our bounce rate on daily basis, we always wondered if ranking was affected by it?

thanks for the info

Comment provided October 4, 2012 at 9:36 AM


Randall Magwood writes:

One way I aim to get a low bounce rate is by offering a blog, articles, and an email newsletter filled with good content that my readers and subscribers can come back to get good information whenever they want.

Comment provided October 4, 2012 at 10:50 AM


Ulki Goswami writes:

Good suggestion Randall!


Sarah Jane writes:

Thanks for the information, I have only just started creating websites and will now be using Google analytics to workout how people behavior on my site and how I can improve the experience for visitors.

Comment provided October 6, 2012 at 6:20 AM



Nice information sharing about bounce rate reduction process thanks for all.

Comment provided October 8, 2012 at 8:15 AM


Ryan Thorr writes:

I currently have a high bounce rate for my site but I suspect it’s because of site-referral services I use to up the traffic. However, I’m working hard to provide quality content that would pique visitor’s interest.

Comment provided October 9, 2012 at 12:23 PM


Brian Newton writes:

HI Vanessa,

Thanks for sharing this with us and I must congratulate EzineArticles for providing such a wonderful platform for us to use!

Best Regards


Comment provided October 11, 2012 at 8:48 PM


Tim writes:

A bounce rate of less than 50%? What a pipe dream! I’d sure like to know what EzineArticles’ average bounce rate is. I’ll bet it’s more like 90% or more. Yeah, you should provide encouragement for your readers/writers, but it’s also important to be realistic. EzineArticles is giving us self-serving fantasy advice that doesn’t reflect the true challenges of attracting and holding readers in an information-saturated world.

Comment provided October 12, 2012 at 2:14 AM


Sarmista Aun writes:

Great post!
The strategies you have mentioned are pretty effective in lowering the bounce rate of my website. Thanks for sharing this useful article.

Comment provided December 17, 2012 at 1:05 AM


King Khan writes:

Website quality has a direct impact on SEO, whether we like it or not. The search engines may not actually see what a website looks like, people certainly can. Now although search engines are the ones that rank websites in the SERPs, the users’ general response to websites also has a huge impact on the outcome. Search engines may not have seeing eyes, but they can read between the lines of user activity to find out whether or not a website is worth visiting.

Comment provided December 9, 2013 at 8:52 PM


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