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.
The purpose of bounce rate is to evaluate 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).
Connection with Engagement Rate
Both the bounce rate and the engagement rate allow to efficiently tracks 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 it 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 typically need a lower bounce rate to achieve their goals. This includes e-commerce websites, business service websites, news and media portals. 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 the bounce rate is useful because it enhances user engagement, ensuring visitors find the website relevant and valuable. A lower bounce rate can lead to higher search engine rankings, 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. |