It means, they came, they didn’t like it and now they are leaving.

When your paying per click, 100% bounce is an expensive problem. If you are not receiving data on bounce rate, immediately have your analytics setup reviewed by a Certified Consultant.

Having a landing page or website with a high bounce rate is a big user experience problem which indicates that your customers are not engaged.  To be engaged and actively searching to buy your products and services, the bounce rate needs to be low, and the visitors need to be spending several minutes on your website looking at several pages.

Why? Because, a customer must be engaged to make a purchase.

Definition of Bounce Rate – means that a visitor came to your site, looked at only 1 page, then left the site not doing anything else.

Top 5 Problems that cause High Bounce Rate:

  1. Your keywords are not relevant to the webpages your traffic is being sent
  2. The visitors are not interested in your offer or information on the landing page
  3. They simply do not like what they found
  4. Problems with Analytics tracking or inaccurate reporting
  5. Your Adwords Campaign manage is not sending quality traffic.

Regardless of the reason, it equals poor user experience and your Adwords Campaign is failing. Your target bounce percentage for Adwords traffic should be between  30% – 50 % or lower.  If your Adwords traffic is reporting 100% bounce rate, you are wasting money and those keywords need immediate improvement!  Whereas 100% bounce rate for organic traffic will often have keywords and traffic sources with high bounce rates, paid traffic should be lower than 50%.

High Bounce Rate Wastes Your Advertising Money

Bounce rate is an expensive problem in PPC and especially Google Adwords.  Google has a primary focus with both paid and organic search results to provide the best user experience to the visitor.  The visitor is Google’s customer and your potential customer.  When keywords have a high bounce rate, they will have lower Quality Scores. Just like in Googles organic algorithm, their is an algorithm for paid search. In the Adwords algorithm, the lower your Quality Score, the more you will pay per click.

If your Adwords manager of PPC agency is not aware of the impact of a high bounce rate, its a sure sign they are wasting your advertising budget.

To fix the bounce rate, you need to be A/b testing the keywords against different landing pages.

Test in this order:

  1. User experience
  2. Relevancy
  3. Not qualified traffic
When you are driving traffic that is high quality, you will see lower bounce rate percentages and your website will generate leads:

Is There Ever A Situation Where 100% Bounce Rate is OK?

No and only an inexperienced marketer who is not trained in Analytics would make that assertion. From time to time a very experienced marketer will make the argument that 100% bounce could possibly be a good thing and that it isn’t always a negative. Those typically mention Splash Pages (1 page website).

If your website is reporting 100% bounce rate, it means either your website sucks or that analytics is not accurately tracking your visitors actions.

1 page website – In theory, a 1 page website can and would cause your traffic to report 100% bounce rate.

However, if so, it simply means that your analytics is not tracking in-page events that indicate user engagement. All valuable actions to your business should be tracked such as reading important information, downloading a whitepaper, submitting information into a webform etc…

Dynamic Phone tracking – this tool is crucial to monitoring and increasing Adwords leads. The way it works is when a visitor dials the phone number on your website, the call tracking tool loads a “virtual” page. Which causes the website to fire a “hidden page” and will cause every instance of that hidden page loading to report 100% bounce rate.

This is the only example that we have ever accepted and did not worry about Adwords traffic with 100% bounce rate.