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Why is my bounce rate so high ?

Definition: A bounce occurs when a person leaves your website after reaching your entry page. The above cases can be considered equally as bounces from your website.

1) Visitor enters your site and press back immediately (before or even after the page has loaded)

2) Visitor waits for the page to load stays on this page for some time and then press back or navigate on another site. ( In this case the visitor might have found the information and then chose to navigate elsewhere to either find some supplementary information. Or it could be that he/she might not have found it but just read some pieces to see what is there, a third case could be the persons did not like the: website, content or colors on the site and went away.)

Therefore there seems to be considerable number of aspects to take into consideration to get a more precise question about “Why is my bounce rate so high ?”. There isn’t any straight forward answer to this question, but there are many questions that can lead to possible solutions:

When you ask your questions about bounce rate here are the different questions that might come to your mind.

Why is my bounce rate so high ?

User Interface
Is my layout/presentation/design attractive to visitors ?
Does my pages load slowly ?
Do my page have appropriate ads ? Are these ads non-aggressive towards the user ?
Is your page browser friendly ? (Can be views at any resolution with any browser the same way)

Content

Does  the user find what they are looking for ? ( High bounce rate and high time on site visits)
Is there enough information to show to the user ? Do I display enough or too much ?
From keywords analysis are the entry keyword valid for the content that the entry page ?

These are few questions, and there are much more that can come across when you want to decrease the bounce rate of your website. Personally I think that depending on your audience your bounce rate will always vary. There will be always accidental clicks (people make mistakes).

As mentioned on Bounce Rate article on Wikipedia: Taking the example of news site, which have all their information on the first page itself. People might just scan the page and then exit to another website. News website might just be off having 80% bounce rate with a satisfied visitor who was able to have what he came for. From this point of view: Informative website will most likely have high bounce rate compared to E-Commerce one’s for example where you must navigate on several page to be able to perform a checkout.

A word of conclusion:

Source Wikipedia:
Google.com analytics specialist Avinash Kaushik has stated:

“It is really hard to get a bounce rate under 20%, anything over 35% is cause for concern, 50% (above) is worrying.”

References and useful links:
http://en.wikipedia.org/wiki/Bounce_Rate

http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=81986

http://newsletter.blizzardinternet.com/how-high-is-your-bounce-rate/2006/02/09/