We're curious to learn if our community homepage bounce rate is in the range of normal.
Here's some data: Calculated via Google Analytics, between January 1 - March 30, 2020, our community homepage bounce rate overall is 46%. Is this normal for a community / how does it compare to yours? (Google Analytics defines "bounce rate" as "The percentage of single-page sessions in which there was no interaction with the page")
Broken down a bit further, for people who come from Google the home page bounce rate is 29%, which seems great but also people who come to our HOMEPAGE from Google probably just typed "meraki community" or "community.meraki.com" into google search - so they meant to come to us 🙂
We are looking at this because we are embarking on a homepage redesign and are trying to decide if decreasing bounce rate should be one of our goals.
Ours is 44% - very similar to yours.
It's interesting to focus on the home page exclusively when looking at bounce rates, because I suspect for most support communities a high bounce rate overall isn't necessarily a bad thing. If people are coming direct to content, finding what they need, and then leaving, then that's usually a big win.
But with the homepage, it's obviously very unlikely they are finding what they need without interacting with the page, so a homepage bounce would typically be a lost opportunity. Wouldn't you just love to know why they came and why they left...? I would think if you redesign the homepage and find your bounce rate decreases, you should be well pleased. I'd make it a goal.
Thank you so much for the input, @JasonHill ! Great to know your homepage bounce rate is similar to ours. And definitely agree that bounce rate for the site overall isn’t that useful - if google gives a searcher a thread page result and they click on it and it’s not quite right... fine 🙂 (I mean, there are ways to better welcome search visitors on thread pages and / or show “related content” that may be interesting... but that’s a different project). But from the homepage, we do want people to find something to explore, you’re right. Right now our site homepage looks very support/product focused but the community now offers additional stuff that isn’t well represented.
So, yes, thank you for helping me understand the justification for using bounce rate as a metric!
As a rule of thumb, a bounce rate in the range of 26 to 40 percent is excellent. 41 to 55 percent is roughly average. 56 to 70 percent is higher than average, but may not be cause for alarm depending on the website. Anything over 70 percent is disappointing for everything outside of blogs, news, events, etc.
This is a great question. Bounce rate benchmarking is a bit tricky and depends a little on your industry and the goal of your page. Non-support pages tend to have higher bounce rate because most people were just browsing around. It is very different between communities and brand home pages. I bet if you asked your website team they would kill for your 46% bounce rate 🙂
Here is a good article on the importance of bounce rate, some benchmarks by industry, and how to improve it. https://neilpatel.com/blog/bounce-rate-analytics/