Bounce Rate vs. Dwell Time - Signify Infotech
bounce rate

Conceptualizing Bounce Rate

A bounce rate is the percentage of visitors that visit only one page on your website. That page may be any page on your websites.

Any website will have lots of pages but visitors go back to the search results or any other website after visiting only a single page on your website. For example, if the daily traffic to your website is 100 and 55 people leave after visiting only a single page on your website then your bounce rate is 55%.

This is one of the most important parameters that crawlers take into consideration. Having a higher bounce rate would mean that your customer is not viewing the other pages on your website. Although with the help of the bounce rate you will not get an idea of whether the visitor liked that visited page or not.  

What should be the ideal bounce rates for websites?

With different industries and websites, the bounce rates may vary. It may also vary if considered about the type of page.

If the page is your products page then you may have a very low bounce rate. Because the customer will visit the different products listed on the page and see the features for possible buying. But your bounce rate may be high on other pages like the homepage, about us page, and terms and conditions page.

But there is a standard metric that you can use to find out how good or bad is your bounce rate. This will give you a fair idea of how your site is performing.

  • If the bounce rate is more than 85% then it is considered to be poor.
  • If you are within 70-85% then it is considered to be critical and needs to be improved immediately.
  • If your bounce rate is within 55-70% it is average. Have a fair bit to improve. But you are better than the most.
  • A bounce rate within 35-55% is considered to be good. It can be said that you are almost touching the industry level standards. 
  • Having a percentage of 20-35% is considered to be extremely good. At this rate, you are above the industry average.  
  • If your bounce rate is less than 20% then you should doubt over your extremely low bounce rates and check traffic in real-time.

Importance of bounce rate in SEO

Although it seems that the bounce rate is a very important factor but it still depends. Your current bounce rate may be too high because you have a single page website like a blog or a survey page.

Think about it on a blog a visitor may come and read the bog and will close the page unless there are any internal links to other pages. On a survey page, a visitor will complete the survey and then close it because there is nothing else to do. In such cases, you will have a bounce rate of 100%. But you may still rank at the top for a particular keyword.

A bounce rate does not give you any information on an important metric. And that is the time factor. The following scenarios may be possible-

  • Your website is too slow to load
  • l  The content is irrelevant
  • No idea how much time the visitor spent on the page etc.

So while optimizing your page you may keep it in a low priority factor.

How to improve the bounce rate?

If you want to reduce the percentage of bouncing then you need to maintain the points mentioned below-

  • Ensure the website loading time is within 3 seconds
  • You have to make your website run on all the platforms such as PCs, laptops, tablets, smartphones
  • If your bounce rate is high, consider redesigning your website. This is extremely important for an e-commerce website.
  • Do proper keyword research and do not stuff the keywords unnecessarily
  • You must have a super engaging content
  • Your website should have limited ads and pop-ups.

Conceptualizing Dwell Time

Dwell time is the time for which a visitor stays on your page and then goes back to the search results page. Suppose you have a technology blog and the visitor spends 5 minutes reading the blog after which he goes back to the result page then the dwell time for your blog in 5 minutes.

Now the visitor may click on any of the links to another page on your website. Then this also counts within dwell time. It is because the visitor has not yet gone back to the results page or another website page.

So this seems to be a better metric than the bounce rate. Because here you can get the time for which the visitor stayed on your page/s.

Difference between Bounce Rate and Dwell Time

The basic difference rate and dwell time is that the bounce rate does not give you information regarding time how much time is spent by the user on the page. Having a low bounce rate may mean that the visitor liked the content on your page.

Dwell time, on the other hand, gives you a clear idea about how much time the user is spending on your website pages. Having a higher dwell time also means that the customer has got some good advice and finds it relevant to what he is looking for.

You need to get into the first page of search results to have a good dwell time. Visitors rarely look beyond the first page. Another factor is that the content on your page has to give answers, unique ideas, or suggestions to what the visitor is looking for.

A leading misnomer page time

Now if you have gained a good idea on what is bounce rate and dwell time then there is one more term that you need to be clear about. That is the page time. This is closely related to dwelling time but the idea slightly different.

Page time means the time spent on one page of your website. When the visitor moves on to another page on your website the page time ends there but the dwell time will continue. 

Finally, you should always try to reduce your bounce rate. Increase the dwell time as much as possible. Keep a close on both the metrics is a good idea.

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