What is Bounce Rate?

Bounce rate is a term used to describe the percentage of visitors who leave your website after visiting only one page. It can be calculated by dividing the total number of visits that left your site in a given time period by the total number of visits during that same time period.

Bounce rate = bounces/total visitors (540/1000 = 0.54 x 100 = 54%)

If you have high bounce rates, it means that people are likely not finding what they are looking for on your website and leaving without taking any action or spending any money. This post will discuss how you can reduce your bounce rate and improve retention so as to increase conversions!


What's a good bounce rate?

Take a look at the chart below to see an average bounce rate by industry:



Some of the reasons visitors are bouncing off your site before they even start browsing may be; the design and layout are messy or unclear, there are problems with navigation or broken links, load time is slow, poor usability, unappealing colors on images (dark themes can be popular but often times need lightening up), hard to read fonts, etc.


How to reduce your bounce rate

Here are some ways you can reduce your bounce rate:

1. Improve Your Site's Speed

There are a number of ways you can increase your overall site speed. Here are a few easy, actionable steps to take:

Optimize your images

You can use tools like Compressor.io to dramatically reduce image size with no noticeable difference in image quality. Many designs are created using large file sizes, like PNG image files. Also, be sure to convert your images to a compressed file type like JPG, which is optimized for use on the web.

Use a CDN

CDN stands for Content Delivery Network. In simple terms a CDN reduces the time it takes for your website to load content by hosting that content on a server that is physically located closer to a particular user. Here's an example:


Without a CDN, your website is served from a single server, meaning slow load times for international visitors. With a CDN, your website is stored and served from many servers around the world, meaning consistently shorter load times for visitors.

By reducing the physical distance between the server that stores your website content and the website visitor, you can reduce your website loading time which will result in a better experience and can help to decrease your bounce rate. A CDN essentially makes copies of all of your hosted data and duplicates it on multiple servers around the globe so that no matter where in the world one of your visitors is, they are close to one of those servers which makes load times much faster!

2. Use Video To Engage Your Audience

Videos are amazing for engaging your audience and grabbing their attention and are typically more effective than text or images. You can use a fullscreen video as the background, or add it next to any call-to-action on your site.

There are many services that will create short explainer videos or product demonstration videos that you can use to captivate your visitors and keep their attention longer. A super easy method is to search YouTube for videos by people or companies who are an authority in the field you're writing about and insert their video directly into your blog post. Like this:




3. Let Your Customers Do the Talking

It is no secret that testimonials are powerful sellers but did you know they can be even more creative and effective? Convert your testimonials into success stories with actual storytelling elements like audio, video, illustrations to showcase your clients. People love success stories and will want to learn more!

Hoth SEO does an amazing job of this with an entire page dedicated to customer video reviews. A video review makes it easy to see the genuine emotion of a user and goes a long way toward increasing trust and as a result increasing your chances of converting a visitor into a customer!


4. Make Your Site Easy To Read

As a designer, one of the most important things to consider is how your website looks on all devices. You need text that is easy-to-read for everyone who visits your site - not just those with large screens! Choosing the correct typography is not just a matter of selecting font size and using contrasting colors, you also need to make sure that your layout looks beautiful, with enough line spacing, padding, and margins for easy reading on any device.

Related article: Design Responsively

In addition to the way the page is designed, be sure to use easy to understand language in a normal conversational tone. This will make your content easy to read, and comprehend, by a larger percentage of your audience.


5. Provide A Better Overall User Experience

User experience is the overall feeling a user has when interacting with your website. It consists of many components such as usability (ease-of-use) and visual appeal, which can help you create an enjoyable experience for everyone who visits.

A designer's goal when creating any application, product or service is to make sure that your visitors/users/customers find it easy enough to navigate, while at the same time making it functional, useful and engaging.

Another very important aspect to consider is accessibility. Some of your visitors will likely be differently abled and designing with them in mind increases your overall available market as well as promotes inclusivity. Let's design to make everyone feel welcome!


We breakdown a number of technical topics in our articles, and we hope they help to give you some insight into what goes into creating a robust online experience. Let us know if you have any questions, or if you need help with anything. We are always here for you!