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Bounce Rate

A bounce rate is a single page session where the user leaves by visiting only one page.

Alternate names:
Bounce Rate

What is Bounce rate?

A bounce rate is a metric that indicates how many people land on your website and leaves without continuing to view other pages within the same site.

That is leaving without clicking on anything else or navigating to a second page on the site either by closing the tab/window or leaving by entering new URLs or following outbound links without triggering any event within your website.

As per Google, bounce rate is a single-page session on your site.

How to calculate bounce rate?

The bounce rate is calculated by dividing the number of single-page visits by the total number of visits on your site during a specified period.

Visits - Visits are also known as sessions, the visit begins when a visitor interacts with the site. Visitor interactions usually occur when they first view a page.

Bounce Rate formula

For example, On a given day, if 5,000 visitors come to your homepage and 500 leave without taking action, your bounce rate is 10%. 

Why is it important to measure bounce rate?

Generally higher your bounce rate, the worse your content performs. Bounce rates are important for several reasons, including:

  • To get the most out of your bounce rate, it's important to understand the reasons why someone might leave your site immediately after landing there. This will help you improve a number of usability elements on your website, such as navigation, call to action (CTA) placement, internal links and content quality.
  • Bounce rates particularly can be broken down by page so you can see where users are leaving the most often. This allows you to see what pages have low bounces and which ones have high bounces and from there, make changes accordingly.

Why do Bounces occur on websites?

Bouncing is when a person visits your website, and leaves it immediately. This can happen for many reasons, but the most common are:

  • When users visit your website, they have certain expectations from it. Mostly they were looking for some kind of information. If your website does not meet those expectations, if it doesn't have the right information that they're seeking they will leave without clicking on any button or web page.
  • The content is not engaging and not making the user to explore further on your website
  • Maybe they got distracted by something else while waiting for the page to load (we all know how long some sites take to load). 

These are the reasons why someone might leave without taking any action at all and it's important to understand what those reasons are so that you can address them in future.

How to reduce a high bounce rate?

As the saying goes, “There is always room for improvement.” That’s why it’s important to regularly audit your website and optimise it for user engagement.

  • You can add internal links to your content to make it easier for users to learn more about the topic you're covering and keep them engaged.
  • You can increase user engagement by reducing pop-ups, distracting advertisements, or any other content that may cause users to exit your website early. 
  • Your site should be as engaging and user-friendly as possible.
  • Audit your website regularly and fix all technical errors so that visitors can easily navigate through it without having any issues with loading times or broken links.

What is a reasonable bounce rate?

For determining a bounce rate, there is no standard benchmark. It is difficult to determine what constitutes a good bounce rate because there are so many factors to consider. It depends on the website types, industry, channel, the kind of content, the search intent, landing page and so on. However, the lower the bounce rate of your website, the better.

The top of the funnel content is generally less engaging than the middle or bottom of the funnel content. This is because the user intention for top of the funnel content is to learn about something specific, and their intention is not to explore your website.

Middle and bottom of the funnel content tend to be highly engaging, because they're written for users with high intent. They want to learn more about your product or service, and they want to explore your website in order to do so.

The bounce rate of most websites falls between 26% and 70%, according to reports.

Bounce Rate by industry

How to measure bounce rate in Google Analytics?

To measure the bounce rate, first open Google Analytics, then in the left-hand column select the audience tab, then overview

In the Overview report, GA displays the bounce rate per specific period.

Bounce Rate GA

Bounce rate vs Exit rate

Besides bounce rates, Google Analytics has another mysterious metric to offer: exit rates.

Despite the fact that these metrics are often misunderstood, they differ deeply in fundamental ways that make them useful.

Exit rate indicates if a user visits a website and lands on one page, then navigates to another page before exiting, then they are considered to have exited. Whereas, a bounce rate indicates how many people land on your website, then leave without clicking on anything else or visiting a second page.

In other words, every bounce is an exit, but not every exit is a bounce.

The exit rate measures how many people leave a website after visiting it, compared to the total number of page views. The formula for calculating exit rate is:

Exit Rate formula

Frequently Asked Questions
What is a bounce rate?
Is a high bounce rate good?
What is the exit rate in Google Analytics?
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