Bounce rate is an Internet marketing term used in web traffic analysis. It represents the percentage of visitors who enter the site and then leave (“bounce”) rather than continuing to view other pages within the same site. Bounce rate is calculated by counting the number of single page visits and dividing that by the total visits. It is then represented as a percentage of total visits.

Bounce rate is a measure of “stickiness.” The thinking being that an effective website will engage visitors deeper into the website. Encouraging visitors to continue with their visit. It is expressed as a percentage and represents the proportion of single page visits to total visits.

Bounce rate (%) = Visits that access only a single page (#) ÷ Total visits (#) to the website. [1]

What is Bounce Rate? How to fix it?

Why is bounce rate important?

The bounce rate is important because it gives you an indication of how your website is doing. The rate will help you determine how successful your website is in encouraging your audience to explore it further, how engaging your pages are and whether the pages are serving their purpose.

What is bounce rate?

Bounce rate is a metric that measures a single-page session on your website. When a person visits your site and then exits the page without clicking on the menu, product, blog post or any other link on the page, then that is considered a bounce.

On analytics servers, a bounce is measured as a session that does not have any requests once the person has visited the page. It means that there has been no engagement with the page. The bounce rate gives you the percentage of people who have visited your website and left without engaging. Analytics servers calculate the bounce rate by dividing the number of single-page visits by total website visits, then converting it into a percentage.

Tips for improving bounce rate on your website

Here are some important things you can learn from your websites bounce rate:

Learn about the quality of your page

The bounce rate will give you insights into the quality of your page. If the bounce rate is high on a page where people should be clicking on links, such as a product page, then it means the audience is not engaging with this page for some reason. A high bounce rate could also indicate that the page is serving its purpose. For example, a reader would find no reason to click anywhere else on an article titled, “How to wire a plug” since the purpose of this page is to teach the reader something and not to make the reader click on anything else.

Get insight on your site speed

The bounce rate can also give you information on the speed of your website. Visitors are more likely to leave pages that take too long to load. You may need to shrink the size of your images to help load the page more quickly or remove certain plugins that are slowing your website down.

Find error pages

The bounce rate could lead you to pages on your website that have a technical error such as a 404 page. It is important to fix these errors and make your target audiences journey to your website as easy as possible.

Change your meta descriptions

A high bounce rate could indicate that you have written misleading meta descriptions thus leading to high bounce rates. The meta description is a snippet found on the SERP page, under the title of the website page that describes what the page is about. Changing your meta description to better reflect the content of the page is one good way to help lower the bounce rate.

Find bad external links

A high bounce rate could be caused by an external link. External links are links from another website that link to your page. It could be that a website is linked to your page, but the referral is misleading. So, the audience coming to your website would be expecting something other than what your page is offering, and as a result, they would leave. If this is the case, you can choose to contact the owner of the website linking to yours and politely ask to remove the misleading link. You could also collaborate with the owner to revise the link that provides readers with a better idea of what to expect.

Avoid too many pop-ups

The bounce rate can give you an indication of the features on your page that are leading readers to bounce. Constant pop-ups to sign-up for the newsletter, share the page and other similar tools can be distracting for readers, especially if these pop-ups arent allowing the reader to view the content on the page. You might consider removing these pop-ups and keeping only one that can be easily closed if the reader is not interested.

Determine the design

Bounce rate can help you figure out the best design for your website. For example, consider a web designer who has provided you with two versions of your website, and you wish to see which design is best for your readers. In this case, you would try the two versions and use analytic tools to see which design has the most engagement.

Learn what works

The bounce rate can also help you learn what works and what doesnt on a webpage. Go through your most popular pages and the pages that have the highest bounce rates. See what is creating the biggest engagement on your most popular pages so you can replicate this same approach on the pages that have the highest bounce rates.

How to interpret bounce rate

Whats particular about a bounce rate is that a high bounce rate is not always a bad thing, and a low bounce rate is not always a good thing. It depends on the goal of the page, which is where the interpretation of your bounce rate comes in. To determine whether your bounce rate is good, you should figure out if your page is serving its purpose. Here are some you can follow to interpret your bounce rate:

1. Consider the purpose of your webpage

Determining the purpose of your webpage is important when interpreting your bounce rate. For example, home pages and product pages with high bounce rates may not be serving their purpose. You want people to click on different links of your home page, and visitors should be clicking on items on your product pages.

However, you wont expect that many clicks from other web pages such as blog posts or contact information pages. In this case, the pages are giving your readers the information they need, so they wont need to click anywhere else.

2. Look for improvements you can make to your site

You can often improve your bounce rate simply by improving the user interface or making sure the content is easy to read. Users are more likely to stay on a page longer if it looks and reads professionally. Visit your site often to check for usability issues, broken links or spelling errors.

3. Determine the bounce rate your type of webpage should be getting

A bounce rate that is too low should be given attention as much as a high bounce rate. A very low bounce rate could mean that your analytics arent working as they should. One way of checking whether your page is performing as it should is by checking real-time reports.


Is a 2% bounce rate good?

As a rule of thumb, a bounce rate in the range of 26 to 40 percent is excellent. 41 to 55 percent is roughly average. 56 to 70 percent is higher than average, but may not be cause for alarm depending on the website. Anything over 70 percent is disappointing for everything outside of blogs, news, events, etc.

What does a 100% bounce rate mean?

A very low Bounce Rate such as 5% is an indication that there is probably something wrong with your website. Anytime a Bounce Rate seems suspiciously low (lower than 10%), that should raise a red flag for you. If you see a bounce rate of 2% for example, don’t start celebrating.

What is bounce rate with example?

If you have a 100% bounce rate, it means that every single person that comes to your website leaves without interacting with it.

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