I’ve been pondering bounce rate. Bounce rate is when someone visits your site but then quickly exits without clicking into any other page. It’s natural to aim for the lowest bounce rate possible. Low bounce rate generally means a more engaged audience.
At the British Heart Foundation our bounce rate is currently around 40%. But this has been playing on my mind since a committee member from a well known commercial brand said they thought it was high. What should charities be aiming for? and is it really a bad thing to have a higher bounce rate? why might commercial and charity sectors differ?
According to my quick twitter poll 40% is similar to other charities, one person even said for their health professional information bounce rate is more like 100%. Taking a quick sweep of the internet – advice seems to be that 40% – 65% is an acceptable average range.
But having a high bounce rate can’t always be a bad thing. There are some cases when you probably want people to leave your website right away – say when you have some sort of affinity deal with a corporate partner, or if you’re signposting to another charity who offers services you don’t, or serve an audience you don’t support.
So why would commercial and charity sectors differ (if they do)? Well perhaps people who go to commercial brands are generally looking to build their trust in the brand a little bit more than they might be on a charity site. Or maybe commercial sites are not designed to meet people’s goals quite so well / quickly.
I’d be really interested to hear other people’s thoughts and any additional bounce rate benchmarks anyone is willing to share.
One thing’s for sure – if you’re not monitoring your bounce rate, you should be!