Bounce rate and click-through rate (CTR) are two crucial metrics that determine the engagement on your website. By achieving an ideal combination of these metrics, you can increase user engagement on your website and generate more leads and conversions.
In this guide, you’ll learn:
Without further ado, let’s get started.
Let’s start with the bounce rate first.
Definition: Google Analytics defines bounce rate as the percentage of “single interaction visits” to a website. It refers to the percentage of website visitors who leave or bounce away from a page without taking any action.
For example, if your website home page gets 1,000 new visitors every month and 200 of them leave without taking any action, i.e., going to another page, entering the email address, etc., your bounce rate is 20%.
A high bounce rate means more people leave your website without taking the desired action, which is bad news. It could mean your website is not engaging enough to hold your visitors’ attention.
Moreover, the bounce rate is inversely proportional to the conversion rate. If your bounce rate is high, you’ll need more traffic to increase sales. Hence, your customer acquisition costs (CAC) will increase, and the return on investment (ROI) will decrease. Bounce rate is also an important SEO factor. Google sees a high bounce rate as an indication of poor content and pushes such websites down on search engine results pages (SERPs).
Bounce rates range between 20% and 90% depending on the industry and type of website. For instance, eCommerce and retail websites have an impressive bounce rate of 20-45%. On the other hand, landing pages, blog posts, and portals have a bounce rate of 60-90%.
The bounce rate benchmark is the lowest — 44.50% — for real estate websites and the highest — 65.62% — for food & drink websites.
These stats suggest that any bounce rate under 50% is good, and a bounce rate under 30% is exceptional. If your bounce rate is over 50%, it’s a sign that you need to make some changes to your site.
Several factors can contribute to a high website bounce rate. Let’s look at all the possible reasons for your visitors to bounce away.
The good news is that you can easily fix a high bounce rate by making some changes to your website. Here are some practical tips to follow.
Click-through rate is another fantastic metric to measure engagement on your website.
Definition: Click-through rate (CTR) refers to the number of clicks divided by the total impressions, which is denoted by percentage.
CTR is a versatile metric that applies to all marketing campaigns, including paid ads, SEO content marketing, and email marketing.
For example, let’s say you send a bulk email to 3,000 users with a link to your latest blog post. Of 3,000 recipients, 1,000 open your email, and 25 click on the link in the email. Here, the total impressions are 1,000, total clicks are 25, and the CTR is 2.5%.
CTR benchmarks vary across channels and industries. The average CTR for Google search ads ranges between 1.35% and 2.65%, depending on the industry. The average CTR is the lowest for the legal sector (1.35%) and the highest for the BFSI industry (2.65%).
For email marketing, the average CTR across all industries is 2.62%. The CTR is the lowest for the restaurant industry (1.34%) and the highest for the hobbies sector (5.05%).
A low click-through rate indicates low engagement, which can eventually lead to fewer conversions.
A low CTR can be determined by:
Here are some proven strategies you can follow to improve the CTR of your paid ads, organic campaigns, and emails.
Bounce rate and click-through rate are crucial metrics that determine the engagement of your website, ads, emails, and organic campaigns.
Businesses should aim for a low bounce rate and high CTR to drive more engagement, reduce CAC, and increase sales and revenue.
Please note that the bounce rate and CTR alone don’t determine engagement, and various other metrics like session time, pages per session, and conversion rate are also important. However, the bounce rate and CTR can indicate how your audience is interacting with your business.
Are you looking for expert digital marketing services that can help you reduce your bounce rate, increase your CTR, and improve conversions? FTx 360 offers brand-specific advertising and marketing services. Our web developers and SEO experts can evaluate your bounce rate and click-through rate and even check your website’s speed.