The Widely Misunderstood Google Analytics Bounce Rate

Consider this: a specific page on your remodeling company website has 100 visitors. 99 of the people came to the page from within your website and after visiting the page moved to other pages on your website. However, 1 person came to that page because they found it on a search engine. They came to your site directly to that page and then left from that page.

What would be the Google bounce rate for that web page? Would it be 1% ? (99 people visited the page and continued viewing your site.) No. It would be 100%. That page on your website would have a 100% bounce rate. All because one person visited that page from “outside” your website and then left your website without exploring your site more!

So, if you look at Google Analytics and see that the specific page on your website has a 100% bounce rate, should you panic? Not necessarily. It depends on the page. If the 100% bounce rate is for a “landing page” you created, then a 100% bounce rate is a BIG problem. It means that all of the people who were coming to that landing page from outside your website are leaving before they explore the rest of your site. That is bad.

However, if the page with the 100% bounce rate has information on it like a staff member’s name, the site visitor may have found that page while doing a search for a different person with that same name. And if that page is not a landing page, nor is it particularly important, a high bounce rate to that page would not be a problem.

As it was explained to me, Google calculates its bounce rate the way it does mostly because of Google Adwords. When a Google Adwords link is clicked and someone goes to your website, you are paying for each click.

So you really want to know that people going to the page you just paid for them to go to are staying on your website and not bouncing from the site. When you think about it from that perspective, the seemingly counter-intuitive percentage calculation makes sense. Once you understand how the bounce rate is calculated and what it should be used for, you can start making better decisions about your remodeling company website.

If you have any questions about this post or other remodeler or contractor marketing questions, please contact us.