Marketing Glossary

Bounce Rate

The proportion of single-page sessions on a site, with the user exiting without reading any additional pages.

What is Bounce Rate?

The percentage of  single-page visits on a site where the visitor doesn’t stay long enough to look at more pages before leaving is known as “bounce rate”. It is usually used as a way to figure out how popular a website is.

How Do You Calculate Bounce Rate?

One-page visits divided by the number of visitors to a website is how we get the bounce rate. According to this formula, if 1,500 people visited the homepage of a website over the course of a month, and 900 of those people left the site after reading the homepage, the bounce rate would be 60%.

Exit Rate vs. Bounce Rate

Bounce and exit rates are both used as proxies for website engagement, however the two differ slightly. Visitors to a website that immediately exit without looking at any other pages are said to have a high “bounce rate.” Exit rate is the percentage of visitors who leave a website after seeing a certain page.

Exit rate reflects the percentage of visitors who left a specific page, but it does not reveal whether or not that page was the only one the user visited. Bounces (and one-page visits) are synonymous with exits, but the reverse isn’t true.

According to this example, if there are 100 visitors to the homepage, and 70 of them exit without exploring any further pages, indicating a bounce rate of 70%. While the homepage receives 400 page views in the same time period, only 100 of those visitors exit the site after visiting the page. Consequently, the exit rate is 25%.

What’s A Good Bounce Rate, Exactly?

A “normal” bounce rate doesn’t exist. Considering that there are so many different kinds of websites and sectors catering to such a wide range of people, creating a generalized percentage for bounce rates is quite difficult and may not be accurate.

In addition to the type of page and the source of traffic, what can be considered as a “good” bounce rate percentage is also often quite subjective. It’s possible to have a page with a 90 percent bounce rate for an informational article that addresses a specific topic if the majority of traffic comes from organic search.

In this case, a higher bounce rate does not necessarily indicate a “poor bounce rate,” as the user may have found what they were seeking for and no longer felt the need to visit any additional sites. If a page has a low bounce rate, it doesn’t necessarily mean it’s a good page if the user experience is terrible.

The average bounce rate for various sorts of websites has been compiled by HubSpot as a rough benchmark. The data below can be used as a starting point for assessing how well your pages are performing:

70% — 90% landing pages, 10% — 30% service websites, 20% — 40% retail / e-commerce websites, 70% — 90% blog posts, 30% — 50% lead generation websites, 40% – 60% content websites

How Can I Lower My Bounce Rate?

When trying to lower your bounce rate, you should first analyze your site analytics to identify the areas that need the greatest attention. Examples of effective strategies to enhance pages with high bounce rates include the following:


In order to determine whether there are any problems with your traffic sources that could suggest a problem further up the funnel, you can compare bounce rates by channel (i.e. social media, paid, direct, referral, organic).

Check out your marketing campaigns or efforts for that specific channel to find out what’s behind the high bounce rate. In other words, if you’re getting a lot of bounces from display visitors, make sure your advertising are relevant to the content on your landing page.

As a last resort, you may need to construct landing pages for each campaign with clearly stated call-to-actions if you aren’t already. In general, it’s a good idea to match your most popular keywords to your content. You won’t be able to efficiently convert visitors if you target generic keywords that are popular for the sake of traffic.

Website Design & Usability

Enhancing the website’s design and usability might help keep visitors longer on your page by showing the most popular and relevant content. Improve the quality of the graphics, use high colour contrast and adjust font size and spacing so that text is more readable, and enhance the calls to action on the website.

Your website should be created to make it as easy as possible for users to find what they are looking for. The hierarchy of a menu’s navigation should be obvious. If your website offers a wide range of items or services, including a comprehensive search bar and an easy-to-navigate structure can help increase user engagement.

Using a responsive website design might also help to lower the bounce rate. This is now more critical than ever because of the rise in mobile traffic. On a 1024×768 PC, your webpage may appear great, but on an iPhone 6S, it may seem dreadful. Menus and pictures must be resized to fit the screen and device.

Templates that are responsive, sturdy, and adaptable should be used for your pages. Page load time is an important usability adjustment that can help minimize your bounce rate. Users are more likely to leave a page if it takes more than a few seconds to load, according to research. For troubleshooting this issue, there are a number of testing tools available.

Finally, in terms of usability, removing data-heavy components such as pop-up adverts from your site might help lower the bounce rate. Testing alternative website optimization ideas via A/B testing will help you ensure that the changes you make have a beneficial effect on your bounce rate.

Content Strategy

Visitors to your site will be more engaged if you identify and showcase information that you believe they will find interesting (such as pages that receive the most traffic organically). Using web analytics, you can then design your website so that the most popular content is laid out in a manner and displayed above the fold.

An smart method, for example, is to place your most popular products at the top of the homepage of your e-commerce site. This will increase traffic to your site and increase your conversion rate. Titles, photos, and descriptions that increase click-through rates should be included in as much of your material as feasible.

Another way to lower your bounce rate is to ensure that your material is routinely updated, especially if a large portion of your traffic is repeat customers. Content that is current and timely will be more appealing to returning visitors, resulting in a higher level of engagement.


Refinement of how the metric is measured can help lower bounce rate. Google Analytics will treat a visitor as a “bounce” even if the user spends a large amount of time on the page and interacts with objects on the page, so long as that person leaves the site without seeing subsequent pages.

A solution to this problem could involve creating relevant events in Google Analytics for virtual pageviews. This would allow you to better define your website’s bounce rate. A virtual pageview can be generated in Google Analytics if you have an interactive page and a visitor interacts with some part of the page.

Your page’s active readers won’t count as bounces if you track how many people interact with your page. Using your analytics to see where your visitors are coming from will help you figure out how to reduce your bounce rate. Users that find your material through an organic search engine query may be more likely to stay on your site and convert, for example.