How Bouncy Is the Copywriting on Your Web Site?

The other day a potential client mentioned to me that the average bounce rate on his web site is 49%.

Yikes! A huge forty nine percent of people who find their way to his web site just bounce out of it.

Simply stated, the bounce rate is the number of visitors that land on your web site and exit from the same page they landed on, without viewing any further pages on your site.

Sounds bad, doesn't it? That's because all your competitive business instinct tells you that it would be preferable to have a low bounce rate. But sometimes a higher bounce rate may not be quite as dreadful as you think it is.

By taking the time to better understand the nature of the bounce rate, you can make it a very useful source of information into how effectively your web site is functioning. But first let's ask you a question...

... have you any idea what is an "acceptable" bounce rate for your web site?

Most people haven't a clue what the answer to this question is..

According to Google, the average website bounce rate is 40%. And while that may sound simple and straightforward, this figure alone is really not a reliable statistic for you to determine how well your website is functioning.

You see, an acceptable bounce rates must take into consideration a number of variables. These include, but are not limited to, the following:

1. Your industry
2. Your type of website
3. Your type of landing page
4. The location of a landing page on your website
5. Your level of brand recognition.

But how high is 'too high' for you?

Analytics expert, Avinash Kaushik, (Google's Digital Marketing Evangelist & book author of Web Analytics an Hour a Day) warns that a bounce rate of 60% or higher is problematic.

What does this mean? Does it mean that you can rest assured that 'all is well' with your web site if the bounce rate on it is well below 60%? Not necessarily! So, be careful! Keep in mind, that all six variables mentioned in the last paragraph come into play for you in determining an acceptable bounce rate for your website.

Believe it or not, it is possible for some people to have a bounce rate of 60

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