Bounce rate is a metric in web analytics that measures the percentage of visitors who enter a website and then leave (“bounce”) rather than continuing to view other pages within the same site.
What does bounce rate mean?
Bounce rate is an important metric in web analytics that quantifies the proportion of visitors to a website who navigate away after viewing only one page, without engaging with any content, clicking on any links, or performing any actions that would take them to another page on the same site.
Expressed as a percentage, a high bounce rate can indicate that the landing page isn’t relevant or engaging enough to encourage further exploration, or it might suggest issues with the site’s usability, content quality, or page loading speed. Conversely, a lower bounce rate implies that visitors find the website’s content compelling enough to investigate further, signaling effective user engagement and potentially higher conversion rates.
Understanding bounce rate helps website owners and marketers optimise their content and site design to better meet the needs and expectations of their audience.
| Abbreviation | Meaning | Using by | Year coined |
| N/A | Bounce Rate | Analysts | Early 2000’s |
Examples of bounce rate
Example 1:
Blog with High Bounce Rate: A personal finance blog publishes an article titled “10 Ways to Save Money Fast.” The article gets a lot of traffic from search engines, but the bounce rate is high because many visitors leave the site after reading that single article without exploring other posts or pages. This could indicate that while the article is drawing visitors in, the website might not be effectively encouraging further engagement, such as lacking clear calls to action to read related posts or sign up for a newsletter.
Example 2:
E-commerce Product Page with Low Bounce Rate: An e-commerce site selling outdoor gear has a product page for a popular tent. The page not only details the tent’s features and price but also includes links to reviews, video tutorials, and related products like sleeping bags and camping stoves. The bounce rate for this page is low, indicating that a significant number of visitors are engaging with the additional content and links provided, likely leading to a higher overall site engagement and possibly more conversions.
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