Depending on what your website is, whether it's a blog, ecommerce store or any other type of site, your average bounce rate is going to be considerably different. It is thought that a good bounce rate for a website is between 40-60%, any higher than that and you need to seriously begin to look at your website as a whole.
While this can't be attributed to one specific reason, there are a number of factors that make up a high bounce rate and a number of things you can do to solve these issues.
Customer navigation
One of the main causes of a high bounce rate is customers just simply not knowing where to go from your home page in order to find what they are looking for, often resulting in them giving up altogether and leaving the site. Your website should be clearly laid out with categories and headings, to help lead a user to where they wish to go.
If you run an ecommerce store, sometimes having too many products on a page makes your site seem cluttered, resulting in a customer finding it difficult to locate the specific product they are looking for. To solve this you could try segmenting your products into specific categories, making it easier for customers to find the product they wish to purchase or possibly including less products on a page. However, you need to always bear in mind that a customer needs to be able to make a purchase from your site in either 3 or 4 clicks from when they landed on your home page. While segmenting your products into categories is important, you do not want to put them into a whole host of sub categories as a customer will soon get frustrated if they have to click sub-category after sub-category to find the product they want.
Look at your website's design
If a number of users are landing on your page and then bouncing straight back, it could just be a case of them finding your website unattractive. If you have a high bounce rate of around 70-75%, you may want to look at giving your website a complete overhaul in order to give it a new lease of life and lower that all important bounce rate. When deciding on a new design for your website, you need to make sure you always take into account your overall brand image. Changing your colour scheme will have a large effect on how customers relate that website to your brand. If you don't wish to reinvent your brand image, you need to make sure that your new website still employs the same colour scheme but just simply varies in it's design.
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Check your SEO keywords
It may just be the case that you have a few keywords either in your page title or the page itself that don't really relate to what it is that your website provides. These keywords are then causing users who have no interest in your site to land on the page after searching for that specific keyword. Due to them not having an interest in your site, they are going to simply bounce back to their search results page. While you may not think that one wrong keyword can cause too many problems, you should look at your keywords just to make sure they aren't the cause of an unwanted high bounce rate.
Offer an incentive
Try offering something that encourages users to click through to another page on your site. If you run an ecommerce store, this could involve having a banner ad on your home page advertising the latest products or a specific promotion that you have on offer. When the user then clicks on this banner, they are then taken to the page that contains the products advertised. While they may still not choose to buy, having them go through to another page on your site ensures that your bounce rate will begin to slowly creep down.
Note the time of year
Some times of the year you simply always have a high bounce rate than you do at others. For example, while you may have a higher number of sales over Christmas than you do at any other time of the year, this is most likely down to people are frantically visiting various sites in order to find the best deals on presents for their friends and family, many people are going to jump on and off a number of sites as they compare products and prices. This is nearly always going to result in an inevitable higher bounce rate than what you would normally get. To see if it does have anything to do with your site itself, you need to monitor your bounce rate over a longer period. If you still have the same high bounce rate well into the new year, you then need to look at other areas of your site to try and remedy the problem.
If you have never looked at your bounce rate, either check the tools within your ecommerce software to monitor traffic and sales or use a free monitoring tool such as Google Analytics.
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