Bounce rate

What is bounce rate?

Bounce rate measures the percentage of visitors who land on a page of your website and then leave without clicking to view any other pages. In other words, these visitors "bounce" away after viewing just a single page. This metric helps you understand how effectively your site engages visitors and encourages them to explore more of your content. A bounce happens when someone visits your site and doesn't trigger any additional requests to the analytics server during their session.

How is bounce rate calculated?

Bounce rate is calculated by dividing the number of single-page sessions by the total number of sessions on your website, then multiplying by 100 to get a percentage. The formula looks like this:

Bounce Rate = (Single-page Sessions ÷ Total Sessions) × 100

For example, if your website had 1,000 total visits in a day, and 500 of those visits consisted of people viewing just one page before leaving, your bounce rate would be 50%. Most analytics platforms like Google Analytics calculate this automatically for you, tracking when users arrive and whether they interact further with your site.

Why does bounce rate matters for your website?

Bounce rate serves as a key indicator of how well your content meets visitor expectations and how effectively your site encourages further exploration. A high bounce rate might signal that your landing pages aren't relevant to what visitors are looking for, your site has usability issues, or your content isn't compelling enough to drive deeper engagement. For businesses, this translates directly to potential lost conversions and revenue opportunities. When properly analyzed alongside other metrics, bounce rate helps you identify specific pages that need improvement and understand whether your site is successfully guiding visitors through your intended user journey.

What's a good bounce rate vs. a bad bounce rate?

What constitutes a "good" bounce rate varies significantly by industry, website type, and page purpose. As a general guideline:

For content websites and blogs, bounce rates between 40-60% are typically considered normal. For e-commerce and retail sites, rates between 20-45% are often expected. For service sites and lead generation pages, 30-55% is common. For landing pages designed for a single action, bounce rates can reach 70-90% and still be effective.

Context matters tremendously when interpreting your bounce rate. A high bounce rate isn't always bad—for instance, if visitors find exactly what they need on your landing page (like a phone number or business hours), they might leave satisfied without clicking elsewhere. Conversely, even a seemingly "good" bounce rate could hide problems if visitors are leaving because they can't find what they need.

How can you improve a high bounce rate?

Improving a high bounce rate requires a strategic approach focused on enhancing user experience and content relevance. Start by ensuring your page delivers on the promise that brought visitors there—if your meta descriptions or ads suggest one thing but your content provides another, visitors will quickly leave. Make your content immediately engaging with clear headlines, scannable text, and valuable information visible without scrolling. Improve page load speed, as slow-loading pages drive visitors away before they even see your content. Optimize your site for mobile users, who now make up the majority of web traffic. Include clear calls-to-action that guide visitors to logical next steps. Consider using internal links to relevant content that encourages further exploration. Finally, analyze user behavior with heat mapping tools to see where visitors engage and where they lose interest, then adjust your design and content accordingly.