Bounce Rate
The percentage of visitors who leave a website after viewing only one page without taking any action.
Definition
Bounce rate measures the percentage of visitors who enter your site and leave without viewing any other pages or triggering any tracked events. A "bounce" is a single-page session with no interaction beyond the initial page load.
Interpreting bounce rate requires context. A high bounce rate on a blog post might be acceptable if visitors found their answer. A high bounce rate on a product page likely indicates problems with content, design, or audience targeting. Industry benchmarks and page type norms help evaluate whether your bounce rates are concerning.
Why It Matters
Bounce rate signals whether landing pages meet visitor expectations. High bounce rates on key pages often indicate mismatched messaging between ads and landing pages, poor user experience, slow load times, or content that doesn't satisfy intent.
Reducing bounce rate typically improves conversion rates since more visitors engage with your site. It's a diagnostic metric that points to problems worth investigating.
Examples in Practice
A landing page with 85% bounce rate is redesigned with clearer headlines and faster loading, reducing bounce to 55% and doubling conversions.
An e-commerce site discovers mobile bounce rate is 30% higher than desktop, prioritizing mobile experience improvements.
A blog's high bounce rate is deemed acceptable after analysis shows visitors spend 4+ minutes reading—they found their answer without needing more pages.