100% Bounce Rate in Google Analytics Understanding the Problem and Solutions
"They Came. It Sucks. They Left."
Bounce rate is caused by 3 things: 1) poor landing page, 2) wrong audience 3) tracking issue and bounce rate will vary by keyword, page, and traffic source.
Bounce rate is an extremely expensive problem to have as you drive traffic to your website only to have the prospective customer leave right away.
To understand bounce rate, you must first understand the correct definition: bounce rate is when a visitor lands on a web page (expressed in percentage), where the visitor only viewed one page and then exited your website without any interaction on the site.
A common problem that most website owners notice in their Google Analytics profile is website traffic with 100% bounce rate and 0:00 time on site.
Common Assumption: These are spiders and bots crawling the website.
Google Analytics doesn’t show crawlers/spider visits because Google Analytics uses java script to write the cookie that tracks visits to a site, and 99% of spiders/crawlers do not process java script.
Therefore, the traffic data you are receiving with 100% bounce is from “human” visitors that are abandoning your website from the page they entered.
If you are noticing 0:00 time on site or sources of traffic with 100% bounce rate, you have the basic Google Analytics installation and you are not using the analytic software to the fullest of its capabilities.
First, let me address why this problem is occurring. Google Analytics tracks visitors based on page views and can only calculates the time on your site when the visitor clicks to at least one more page.
Example 1: Visits page 1 for 1:09 | then visits page 2 for 0:30 seconds
= time on site 1:09 minutes
Almost every business owner or internet marketer would agree the number 1 goal of their website is to increase sales either online or off. A high bounce rate means the website is not achieving that goal. It means the customers are looking at the webpage, conclude they don’t like it, and then leave.
When you are reviewing your analytic reports, you should not look at one metric alone as it does not give you an accurate perspective. A high bounce rate is indicative of a much larger problem and requires that you also review time on page, average number of page views, and page exit rate.
When your landing pages have high bounce rates, it generally means the content does not match the expectations of the website visitors who searched on and clicked for that keyword. You will need to further review the landing page and keywords to determine how to lower your bounce rate.
If you target people that are not interested in buying, you will have a high bounce rate.
If you target people and send them to generic pages that are not customized to their demographics, you will probably have a high bounce rate.
If you use the spray and pray method, target as many people as possible, use as many keywords as possible, you probably need a lot of help with your bounce rate!
Tracking Issues with Code Install of Google Analytics or Tag Manager
This is a common problem where the code is installed incorrectly, or the goals setup wrong and not tracking your analytics correctly. The only way to fix bounce rate issues caused by tracking is to fix the code and install correctly. Most websites have analytics and Tag Manager installed by a webmaster and not an analytics professional. Just because your webmaster knows how to copy and paste code does not mean they know how to configure your analytics tracking, conversion tracking, or custom reporting.