What is Bounce Rate?
Definition
Bounce rate is the percentage of website visitors who leave after viewing only one page without taking any additional action or navigating to other pages on the site.
Why bounce rate matters
Bounce rate matters as an indicator of how well your content meets user expectations. When visitors leave immediately, it may signal a mismatch between what they expected and what they found.
However, bounce rate requires contextual interpretation. A high bounce rate on an informational blog post might indicate users found exactly what they needed, while the same rate on a product page suggests problems with messaging, design, or user experience.
Analyzing bounce rate alongside other metrics like time on page and conversion rates provides a more complete picture of content performance and user satisfaction.
Key concepts and types
- •Single-page sessions
Visits where users view only one page before leaving, which constitute bounces. - •Context-dependent interpretation
Understanding that acceptable bounce rates vary significantly by page type and purpose. - •Exit rate vs bounce rate
Exit rate measures where users leave from any point, while bounce rate specifically measures single-page departures. - •Engagement signals
Related metrics like time on page that provide additional context for understanding user behavior. - •Intent alignment
How well page content matches what users expected based on their search query or referral source.
Common misconceptions
- ✕A high bounce rate is always bad
- ✕Bounce rate is a direct Google ranking factor
- ✕All pages should have similar bounce rate targets
- ✕Bounce rate measures user satisfaction accurately
- ✕Reducing bounce rate always improves conversions
Related terms
FAQs
What's a good bounce rate?
It varies by page type. Blog posts often see 70-90%, landing pages 30-50%, and e-commerce sites 20-45%. Compare against industry benchmarks and your own historical data.
Does bounce rate affect SEO rankings?
Bounce rate itself isn't a confirmed ranking factor, but the user experience issues that cause high bounce rates—slow loading, poor content quality, intent mismatch—do impact rankings.
How can you reduce bounce rate?
Improve page load speed, ensure content matches search intent, enhance readability, add compelling internal links, and include clear calls-to-action that encourage further engagement.