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Bounce rate is an important metric in web analytics that measures the percentage of visitors who navigate away from a website or web page after viewing only a single page, without engaging further or interacting with other pages on the site. It serves as an indicator of the immediate disinterest or lack of engagement of visitors with the content or offerings presented, as they “bounce” away without exploring further. A “good” bounce rate varies from industry to industry and depends on the traffic source.
Bounce rate by website type
Some websites are going to have higher bounce rates than others. For example, a glossary or dictionary entry will have a high bounce rate because the user’s intention isn’t to explore, shop, or spend time on the site. Content like this has a high bounce rate because the user comes to the site, gets the information they need, and then leaves. Here are some examples of average bounce rates.
- 20% – 45% for e-commerce and retail websites
- 25% – 55% for B2B websites
- 30% – 55% for lead generation websites
- 35% – 60% for non-e-commerce content websites
- 60% – 90% for landing pages
- 65% – 90% for dictionaries, portals, blogs, and generally websites that revolve around news and events
Calculating bounce rate
Bounce rate is calculated by dividing the number of single-page sessions (visits) by the total number of sessions and expressing the result as a percentage:
Bounce Rate (%) = (Single-Page Sessions / Total Sessions) x 100
A session is typically defined as a user’s visit to a website within a specified timeframe, which may vary depending on the analytics platform used. For example, Google Analytics often sets the default session duration to 30 minutes.
Insights from bounce rate
Bounce rate provides valuable insights into user behavior and the effectiveness of a website or specific web pages. A high bounce rate can suggest that visitors did not find the content or landing page relevant to their needs or expectations. It prompts a closer examination of content quality and alignment with user intent. For example, if your contact page has a high bounce rate, that’s likely fine– that aligns with what the user is looking for. But if your product pages have high bounce rates, this demonstrates that there are some areas that need improvement.
In addition to content issues, bounce rate can help you understand usability issues. Issues like slow loading times, broken links, or poor mobile optimization, which can deter visitors from exploring further.
Understanding your bounce rate can also be useful for developing your marketing strategy. Because bounce rate can vary depending on the source of traffic, you can use it to figure out where your marketing budget is best spent. Analyzing bounce rates by traffic source helps assess the quality of incoming traffic and the effectiveness of marketing efforts. For websites with specific conversion goals like form submissions, signups, or purchases, a high bounce rate may indicate that visitors are not progressing toward these goals. In this case, it signals the need for optimization to improve conversion pathways.
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