Bounce rate
The percentage of visitors who navigate away from a website after viewing only one page, without taking any further action.
Bounce rate measures the percentage of single-page sessions on your website. A "bounce" occurs when a visitor lands on a page and then leaves without interacting further: no clicks, no form submissions, no navigation to other pages.
A high bounce rate isn't always negative. For single-page sites, landing pages, or content that fully answers a visitor's question, a high bounce rate may be perfectly acceptable. Context matters when interpreting this metric.
Factors that commonly influence bounce rate include page load speed, content relevance, user experience, and whether the page meets visitor expectations set by search results or ads.
To reduce bounce rate, focus on improving page load times, ensuring content matches search intent, using clear calls-to-action, and creating intuitive navigation that encourages further exploration.
Frequently asked questions
What is a good bounce rate?
A good bounce rate varies by industry and page type. Generally, 26-40% is excellent, 41-55% is average, and above 70% may need attention. Blog posts and landing pages often have higher bounce rates than e-commerce pages.
How do you reduce bounce rate?
Improve page load speed, ensure content matches search intent, use clear calls-to-action, create intuitive navigation, and make sure your page design is mobile-friendly and easy to read.
Is a high bounce rate always bad?
No. For single-page sites, FAQ pages, or content that fully answers a visitor's question, a high bounce rate is expected. The key is whether visitors accomplished their goal, not whether they viewed multiple pages.