Glossary
analytics
Bounce Rate
Definition
The percentage of visitors who leave your website after viewing only one page. A high bounce rate often indicates problems with content, speed, or user experience.
What is Bounce Rate?
Bounce rate measures how many people leave your site after viewing just one page. If 100 people visit and 60 leave without clicking anything else, your bounce rate is 60%.
Is a High Bounce Rate Bad?
Not always – it depends on context:
High bounce rate is fine when:
- Blog posts answer a specific question
- Contact page (people find your number and call)
- Single-page websites
High bounce rate is concerning when:
- Homepage (people should explore)
- Product pages (should lead to cart)
- Landing pages (should convert)
What's a "Normal" Bounce Rate?
- Blogs: 70-90%
- Landing pages: 60-90%
- Service sites: 30-50%
- E-commerce: 20-40%
- Overall average: 40-60%
Why Do People Bounce?
Common reasons:
- Slow page load time
- Poor mobile experience
- Content doesn't match expectations
- Confusing navigation
- No clear next step
- Unappealing design
- Aggressive pop-ups
Reducing Bounce Rate
- Improve page speed
- Match content to search intent
- Make navigation obvious
- Add clear calls to action
- Ensure mobile-friendliness
- Use engaging visuals
- Include internal links to related content
Track bounce rate by page to identify your worst performers, then fix them first.