eData4You
Analytics & Metrics

Bounce Rate

The percentage of visitors who leave a site after viewing only one page.

ecommerce-glossary
CategoryAnalytics & Metrics
Related terms4
Terms indexed121
StatusDefinition ready

In practice

A high bounce rate isn't automatically bad - a blog post that fully answers a reader's question in one page might have a high bounce rate simply because the visitor got what they needed and left satisfied, so it's most useful read alongside time-on-page and conversion data.

A landing page gets 1,000 visits and 600 of those visitors leave without clicking anything else on the site - a 60% bounce rate.

Why it matters

Read in isolation, bounce rate can be misleading - it's most useful combined with time-on-page and conversion data to separate a disengaged visitor from one who found exactly what they needed.

Worth knowing

  • A high rate on a page that fully answers a question isn't necessarily a problem.
  • Landing pages with a mismatch between ad promise and content often show unusually high bounce rates.
  • Page load speed is one of the most common, fixable drivers of an elevated bounce rate.
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