How To Improve Bounce Rate: 6 Tips to Make Site Visitors Stay Longer 

Key takeaways:

• It’s important to know how to improve bounce rate because it affects SEO, conversion rates, and overall business growth.
• High bounce rates are often symptoms of hidden technical, content, or UX issues.  
• To reduce your website’s bounce rate, you must approach the issue with a multi-faceted fix, including technical, content, and UX improvements.   

Increasing web traffic is only half the battle; convincing users to stay on your site is the real challenge. When users land on your site and leave almost immediately, this tells you something’s wrong. Analytics tools usually report this metric as “bounce rate.”  

A high bounce rate can sabotage your efforts, impacting your search engine rankings and conversion rates. While bounce rate itself isn’t a ranking factor, it often correlates with user experience signals that influence rankings. 

To help you understand, we’ll explain bounce rate, what causes it, and how you can reduce it on your website.  

What is bounce rate, and why does it matter?  

Bounce rate is a web metric representing the number of website visitors who come to your site and leave immediately. In simpler terms, a “bounce” happens when a user views only one page on your site and then exits.  

It’s important to differentiate bounce rate from “exit rate.” While exit rate measures how often a page is the last page viewed in a session (meaning the user could have visited multiple pages before exiting on that specific one), bounce rate specifically measures single-page sessions where no further interaction occurred.  

Why does bounce rate matter?  

Bounce rate indicates user engagement and satisfaction, directly influencing your SEO (search engine optimization) and conversion rates. Search engines like Google see a high bounce rate as a sign of low-quality content or poor UX (user experience). If many users quickly leave a page after visiting, it suggests low satisfaction, which can negatively impact your search rankings over time.  

From a business perspective, a high bounce rate also means lost opportunities. If visitors leave without exploring your products, services, or information, they certainly aren’t converting into leads, customers, or subscribers. Reducing your bounce rate increases the potential for conversions that contribute to business growth.  

Not sure where to start? Our team of experts can help you with website and IT support services, ultimately improving your site’s health and reducing bounce rates. 

What’s a good bounce rate for a website?  

There’s no universal ideal bounce rate, as a good bounce rate can vary by site type, purpose, and industry. However, general benchmarks of bounce rate data can provide a useful guide.  

Website type	Average bounce rate (%)	When/why users often leave
Blogs/Content Sites	40% to 60% (sometimes up to 90%)	After finding the answer they need
eCommerce	20% to 45%	As they typically browse multiple pages at a time
Service (lead generation)	30% to 55%	After finding info (e.g., phone number to call) or submitting a form
Landing pages	Highly variable	Single-action pages often have high bounce rates
Help/FAQ	65% to 80%	After finding a quick answer

However, you don’t need to aim for a “perfect” bounce rate. It’s more effective to focus on practical considerations, such as your website’s specific goals, site performance, and bounce rate trends.  

Look at bounce rate in context with other metrics like session length, conversions, and user actions. Test your site regularly for usability, content relevance, navigation, and mobile friendliness. Small improvements—clearer calls to action, simpler menus, and helpful internal links—can keep visitors longer and improve SEO. 

What usually causes high bounce rates?  

A high bounce rate is often an effect, not the cause. Generally, visitors bounce because of three main issues: technical, content, and UX issues.  

Technical issues  

Technical problems can create immediate friction for visitors, prompting them to leave before engaging with your content.  

• Slow page load time. Users will likely hit the back button if your site speed is slow, since there’s a strong correlation between page load speed and bounce rate.  
• Poor mobile optimization (non-responsive design). A website that doesn’t display correctly or is difficult to operate on mobile devices will frustrate users. Avoid small text, unclickable buttons, and horizontal scrolling to help reduce bounce rates.  

Content issues  

Even if your site loads quickly, irrelevant or unengaging content will drive users away.  

• Irrelevant content. If the content on your page doesn’t match what the user was searching for or expecting, they will bounce immediately.  
• Thin or low-quality content. Pages with minimal content, generic information, or less depth and value won’t hold a user’s attention. You can explore how to create more valuable and detailed content in our guide on content marketing for small businesses.  
• Hard-to-read content. Large blocks of text, tiny fonts, poor color contrast, and a lack of visual breaks make content difficult to consume, leading users to leave the page.  

UX issues  

Poor UX creates frustration and makes it difficult for visitors to feel satisfied with a site’s performance.  

• Poor navigation. If your website’s navigation is confusing, inconsistent, or non-existent, users won’t know where to go or how to find what they’re looking for.  
• Intrusive ads and pop-ups. While ads and pop-ups can be a source of revenue or lead generation, they can be negative for UX if they’re overly aggressive, irrelevant, or difficult to close.  
• Unclear calls to action (CTAs). If users are unsure what to do next on your page – to sign up, download, buy, or read more – they’re more likely to leave.  

How do you reduce your bounce rate?  

Reducing your site’s bounce rate requires a multi-aspect audit that addresses technical foundations and user-facing elements. Here’s a 6-step framework, with actionable tips under each, to help reduce your website’s bounce rate  

1. Fix technical foundations 
2. Improve user experience 
3. Improve content and readability 
4. Guide users to explore more 
5. Build trust and security 
6. Test, measure, and optimize 

Let’s expand on each of these steps. 

Step 1. Fix technical foundations 

Lay a strong base by ensuring your site loads quickly, works on all devices, and has no technical roadblocks. Key technical areas to focus on include the following: 

• Improving page load time 
• Optimizing for mobile devices 
• Addressing 404 error pages 
• Checking for broken links and typos 

Each of these areas directly impacts how long visitors stay on your site. Let’s expand on them one by one. 

Improve page load time  

Slow loading times primarily cause high bounce rates, as users expect quick access to information. Monitor Core Web Vitals to track loading performance and ensure your site meets modern speed standards. 

• Optimize images. Compress images without sacrificing quality. Use modern formats like WebP or AVIF, since large image files usually cause slow load times.  
• Minimize JavaScript and CSS. Minify your code files to reduce their size. You can also combine multiple CSS or JavaScript files to reduce HTTP requests.  
• Use a content delivery network (CDN). A CDN stores cached versions of your website content on servers distributed globally. For example, when a user requests your site, the content will come from the server geographically closest to them for faster loading times. CDNs can also enhance reliability and security. 
• Enable browser caching. Caching allows a user’s browser to store parts of your website (like images, CSS, JavaScript) locally, so it loads much faster when they revisit your site. Configure cache expiration headers to control how long resources are stored. 
• Choose a reliable hosting provider. Invest in a reputable provider, such as Network Solutions, that offers good performance and support.  

Optimize for mobile devices  

With most of today’s online activity done on mobile devices, websites must be mobile-friendly and adapt to various devices. If your site isn’t mobile-responsive, it risks high bounce rates, and mobile page speed is now a key factor in Google’s ranking. 

• Implement responsive design. Make sure your website can adjust its design to fit any screen size, from smartphones and tablets to desktops.  
• Prioritize mobile usability. Test your site frequently on various mobile devices. Check for easy-to-tap buttons, readable text without zooming, smooth navigation, and spacing and font sizes are accessible. 
• Simplify mobile menus. Use clear and easy-to-use navigation menus that won’t crowd small screens; a “hamburger” menu is one solution you can use.  

Address 404 error pages  

A customized 404 error page is better than a generic one, especially when it’s informative and helpful. You can make it helpful by providing solutions like a search bar, homepage links, or a sitemap. 

Personalizing your error pages and suggesting solutions gives users options and encourages them to stay on your site.  

Check for broken links and typos  

Find your site’s broken links and redirect them immediately to avoid showing poor UX and a lack of site maintenance. Errors and awkward phrasing also contribute to poor UX and low credibility; always proofread content thoroughly before publishing.  

Tools like Google Search Console, Screaming Frog, or Broken Link Checker can help automate this process. 

Step 2. Improve user experience 

Make your site intuitive and user-friendly so visitors can easily navigate and interact. 

Optimize and personalize UX  

A smooth and intuitive UX encourages exploration and reduces frustration. Use the following tips to improve your website’s UX.  

• Simplify navigation. Make your website’s navigation clear, consistent, and intuitive. Use clear labels, logical categorization, and breadcrumb trails for deeper sites to help users understand where they are.  
• Improve CTAs. Ensure your CTAs are prominent, action-oriented, and provide value instead of directly giving instructions. In healthcare, for example, you can say “Unlock better health” instead of “Buy today”.  
• Reduce excessive pop-ups and intrusive ads. While some pop-ups can be effective, too many ads annoy and drive away users. Use them sparingly and ensure they are easy to dismiss.  
• Personalize content by user behavior or demographics. If you have data on users’ past interactions, you can serve them more relevant content, offers, or recommendations.  
• Use dynamic content. Implement systems that show different content blocks or offers to different user segments. For example, a returning customer might want to see personalized product recommendations.  
• Location-based personalization. Showing geo-targeted information or offers can increase relevance for businesses with physical locations. For international audiences, consider adapting language and currency as well. 

Improve site search functionality  

Most sites include a search feature to help users quickly find what they need, especially for eCommerce stores, large blogs, or documentation sites. You can also monitor your site’s search analytics to find content gaps or areas where your navigation might need improvement.  

Limit distracting ads and intrusive pop-ups  

Prioritizing UX over monetization is key when it comes to ads and pop-ups. While these ads can generate revenue or leads, an excessive amount can be highly irritating and drive users away immediately. If pop-ups are necessary, consider using exit-intent pop-ups or timed ads to make sure they’re easy to dismiss.  

Step 3. Improve content and readability 

Deliver content that matches visitor intent, engages people to read, and appeals to the eyes. You can achieve engaging and readable content by following these tips: 

• Match visitor intent 
• Create relevant and high-quality content 
• Improve readability and formatting 
• Include multimedia (photos, videos, infographics) 

Match visitor intent  

Always meet your site visitors’ expectations and follow the WYSIWYG (What You See Is What You Get) concept.  

• Align content with the source. Your landing page content should match the expectations set by the referring source (e.g., the search query, the ad copy, the social media post, or the email subject line). Consider the type of intent: informational, navigational, or transactional, to better tailor your messaging. 
• Clear value proposition. Immediately show your page’s value and relevance to the user’s intent. If there’s a mismatch, users will bounce quickly.  

Create relevant and high-quality content  

When your site’s content indicates high credibility and authority, users are more likely to stay and explore your site.  

• Ensure completeness and authority. Your content should be thorough, well-researched, and answer user questions authoritatively. Avoid superficial or generic information.  
• Solve user problems. Focus on addressing the pain points or information gaps that brought the user to your site. High-quality, problem-solving content naturally encourages longer engagement.  
• Regularly update content. Keep your content fresh, accurate, and up to date. Outdated information can quickly lead to bounces.  

Improve readability and formatting  

No matter how good your content is, users will skip it if it’s a chore to read. Remember the following tips to make your content easier to read and scan.  

• Break up text into short paragraphs. Avoid dense walls of text. Use short paragraphs, ideally 2-4 lines, to make your content digestible and easy to scan.  
• Use clear headings and subheadings. Observe a hierarchy of H1, H2, and H3 tags to structure your content and help users quickly navigate to sections of interest.  
• Use bullet points and numbered lists. Lists are effective for presenting multiple ideas, features, or steps.  
• Ensure proper font choice and size. Select readable font styles and sizes (14-16px, or even 18px) for optimal readability on modern screens.  

Include multimedia (photos, videos, infographics)  

In addition to improving your content readability and formatting, you can include interactive elements like photos and videos on your site. Multimedia can help make your website more dynamic and engaging, which can help reduce the bounce rate.  

• Use high-quality, relevant images only. Images should add value and evoke emotion, not just break up text.  
• Use infographics. When presenting data, statistics, or complex processes, an infographic can make the information highly digestible and shareable.  
• Embed videos. A well-produced video can explain complex concepts more effectively and keep users engaged longer.  

Step 4. Guide users to explore more 

Encourage deeper browsing with structured links to keep visitors moving through your site. 

Add internal links strategically  

Effective internal linking to other relevant pages encourages users to explore your site. Use descriptive anchor text and link to pages that provide additional value. These internal links help reduce bounce rate by promoting deeper exploration, distributing authority across the site, and improving your site’s SEO.  

Open external links in new tabs  

Opening external links in new tabs helps users return to their initial content and preserve their session. It keeps your website open in their browser, reducing the chance of an accidental bounce when they click on an external link.  

Step 5. Build trust and security 

Reassure visitors by showing your site is safe, credible, and backed by real people. To help them feel secure, make sure your website has the following.  

• SSL certificate (HTTPS). Ensure your website has an SSL certificate, which protects data-exchange sessions between the user and your site.  
• Privacy policy and terms of service. Make these legal pages easily accessible and compliant with GDPR/CCPA.  
• Security seals and payment logos. eCommerce sites should prominently display security seals (e.g., McAfee Secure, Norton Secured) and logos of accepted payment methods (e.g., Visa, Mastercard).  
• Customer testimonials and reviews. Display genuine testimonials, reviews, or case studies to show that others trust your brand.  
• Clear contact information. Make it easy for users to find your contact details, physical address (if applicable), and customer support options.  
• Team bios or about page links. Introducing real people behind your brand increases trust. 

Step 6. Test, measure, and optimize 

Continuously track user behavior and experiment with changes to find what works best. 

Observe behavioral analytics and heatmaps  

Tools like Google Analytics help you track user behavior by gathering user paths, session duration, and bounce rates. Heatmap and session recording tools such as Crazy Egg, Hotjar, or Microsoft Clarity show user activity, letting you identify specific drop-off points.  

Implement A/B testing  

It’s good practice to regularly perform A/B testing to identify areas for improvement on your site. You should run it on elements such as headlines, CTA buttons, and page layouts, then measure which version performs better regarding bounce rate and other performance metrics. 

Focusing on testing elements that impact user engagement and conversion, like your CTAs, is a good starting point.  

How do you measure and track progress?  

Reducing bounce rates is only useful when you can measure and track your progress. Here are some tools to use when monitoring your site’s bounce rate:  

Google Analytics. Google Analytics lets you see your overall and specific bounce rates for individual pages, traffic sources, device types (desktop, mobile, tablet), and audience segments.  

Heatmaps and behavioral analytics tools. While Google Analytics shows activity within your site, tools like Crazy Egg, Hotjar, and Microsoft Clarity show “why” by visualizing user behavior.  

• Heatmaps. These visual representations show where users click, move their mouse, and how far they scroll on a page (e.g., a “cold” or less-interacted area where you expect engagement suggests an issue).  
• Session recordings. These tools allow you to watch anonymized recordings of actual user sessions on your site. Seeing a user struggle with navigation or quickly scrolling past information provides data.  
• Confetti reports. Some tools offer “confetti” reports showing individual clicks on a page, helping you see engagement patterns from different visitor segments.  

Reduce your website’s bounce rate with Network Solutions  

To continuously lower your site’s bounce rate, you must regularly analyze its performance, implement proven strategies, and refine it as much as possible. With effective implementation and proactive work, you can reduce your website’s bounce rate and keep your users on your site.  

At Network Solutions, we offer tools like our AI Website Builder to help you build a website that retains users. With our reliable hosting plans, SSL certificates, and highly rated professional services, you can worry less about your site’s bounce rate and focus on business growth.  

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