Previously, there were two models for calculating bounces: considering a visit to only one page or a short session length (up to 15-30 seconds, depending on the settings) as a bounce.
Due to the transition of Google Analytics to the new version 4 , which has become more difficult to work with directly, we mainly use Yandex Metrica for analysis, so we use its default settings.
In Yandex Metrica, a bounce is considered to be a “visit 1000 cell phone number list lasting less than 15 seconds.” It is calculated as the ratio of the proportion of people who left the site to the total number of visitors. Therefore, there is no need to change the default settings, since we focus on this indicator in our work.
The normal bounce rate value will be different for each site. Standards vary depending on the industry and type of website. For some, a bounce rate of 40% may be normal, for others, 60%. More than 60-70% is an abnormal indicator, signaling that it needs to be reduced. A low value is considered to be 30-40%. But it can also be reduced further and thus improve the result in promotion.
The first step to reducing your bounce rate is to understand what is considered a “normal” bounce rate for your specific business.
This is due to many factors, including the target audience and industry specifics. What is more important here is the dynamics, not the absolute value: if the indicator is growing, then analysis and adjustment of the strategy is required.
To find factors that influence the bounce rate and find ways to reduce it, you need to analyze the current state of the site and its accessibility (the bounce rate due to access problems can be fatal), technical indicators, and non-obvious reasons (from an inconvenient interface to irrelevant pages).