Bounce rate: what it is and how it affects your e-commerce

The bounce rate is a metric used to indicate the percentage of people who enter and leave a page of a website without interacting with it.

This is not always negative, since depending on the topic of the page it may make sense for someone to enter, read the content (for example, an article), and leave.

Still, a high bounce rate can be cause for concern as it can suggest that the visitor did not find the page interesting enough, did not like the content, had difficulty navigating, etc. This is negative if what we are looking for is to convert our traffic into future clients..

Let’s see more details about the bounce rate or bounce rate.

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What is the bounce rate?

The bounce rate (bounce rate, in Spanish) is the percentage of users who visit a website but do not interact. That is, they access a page and leave it without clicking anywhere.

In an ideal context, all visitors to a website would fulfill a goal when accessing it, such as: completing a purchase, reading other content (if it is a ), filling out a form, etc.

However, the reality is that many visitors leave (and will leave) the site without clicking on anything, which, according to Google, is not always a bad thing.

For example: if at , a user visits the frequently asked questions (FAQ) page, it is very likely that they will read the answers they are looking for and leave without interacting, because, initially, the objective of informing was fulfilled.

Then, what really matters when analyzing the bounce rate, is the specific purpose of each page of your website.

In the case of the FAQ page, if you want visitors to take another action such as knowing your products and closing a purchase, the ideal is think of CTAs (call to action or calls to action) attractive.

The bounce rate is then a guide to understand if your site is well structured and interesting enough for your audience.

How to calculate the bounce rate?

To measure bounce rate no need to do manual calculationsand that is only possible thanks to Google Analytics!

Google Analytics is a free analysis tool from Google, which allows you to view various statistics about your business and the behavior of your visitors.

💡 If you haven’t created your Google Analytics account yet, .

After you’ve done the above setup, follow these steps to find your bounce rate:

1. Click on Audience > Overview

2. If you want to track the bounce rate of each page, go to Behavior > Site Content > Landing Pages. In the search field, write the corresponding URL, click on the magnifying glass 🔍 and you will see the result.

How to interpret the bounce rate?

In the chart below (made by Hubspot and QuickSprout) we see .

One of the things it teaches us is that if you have an online store, for example, and your bounce rate is between 20% and 40%, it means that you are doing very well (according to Google Analytics). how much younger are you bounce ratethe better the performance of your site.

How to reduce the bounce rate?

If your online store is having a less than ideal bounce rate, we recommend these good practices to reduce bounce rate of your site:

We hope that this bounce rate guide will help you apply the necessary improvements to your online store. Good sales! 🚀