Bounce rate is a web metric that tracks the number of users who exit a website after visiting only one page without completing additional actions such as clicking links or exploring other areas of the website.
Bounce rate evaluates user engagement and the significance of a website's content or user experience. It helps website owners and SEO specialists understand whether visitors find the page relevant or valuable enough to explore further.
In terms of engaged sessions, the bounce rate is described as spending at least 10 seconds on the website, viewing multiple pages, or completing a significant interaction (e.g., clicking a link or submitting a form).
Both the bounce rate and the engagement rate allow to efficiently track the engagement of the visitors. While bounce rate reflects disengagement (a lack of interaction), the engagement rate represents the opposite—sessions where users actively interact with the website. A lower bounce rate is typically associated with a higher engagement rate, as it indicates visitors are finding value and engaging with the content.
The bounce rate is calculated as follows:
Bounce rate (%) = (Single-page sessions / Total sessions) × 100
For example, if 100 people visit the website and 50 leave without further interaction, the bounce rate is 50%.
The score depends on the industry and website purpose. Websites that rely on user engagement, navigation, and conversions—such as e-commerce, business service, news, and media portals — typically need a lower bounce rate to achieve their goals. On the other hand, single-purpose sites, like landing pages or blogs, may naturally have higher bounce rates if the purpose is fulfilled on one page.
| Good | Bad |
|---|---|
| Typically between 26%-55% | Above 70% |
| A low bounce rate often reflects a well-optimized website that successfully captures user interest. | A high bounce rate can suggest issues like irrelevant content, poor design, or slow loading times. |
Improving user experience and content quality can significantly reduce the bounce rate on a website, keeping visitors engaged for longer. A lower bounce rate usually leads to a higher ranking, as Google and other search engines view engaged users as a sign of quality content. Additionally, it increases the likelihood of conversions, such as purchases, sign-ups, or inquiries, ultimately leading to business growth.
| Strategy | Actions |
|---|---|
| Increasing page load time | → ensure the website loads quickly, in under 2-3 seconds. |
| Improving content quality | → provide engaging, informative, and visually appealing content. |
| Targeting relevant traffic | → use accurate keywords and advertising to attract the right audience. |
| Mobile-friendly design | → make the website responsive for all devices. |
| Add precise CTAs | → encourage users to explore more pages or take desired actions. |
| Fix technical issues | → address errors like broken links or slow-loading scripts. |
By enhancing site speed and usability, Wattspeed helps keep visitors engaged and reduces bounce rates. Among its key benefits, the tool is a valuable asset for experts looking to: