Bounce Rate: What It Is and How It Can Benefit Your Website


What is Bounce Rate?

The percentage of website visits that are one-page sessions with the visitor leaving without reading a second page is known as the bounce rate. It is frequently employed as a gauge of a website’s overall level of engagement.

Bounce rate vs exit rate:

Although bounce rate and exit rate are both employed as proxies for website engagement, they differ slightly from one another. The bounce rate counts the amount of visitors who land on a website but then leave without exploring any other pages. The number of users who leave a website from a certain page is measured by the exit rate.

The main distinction between the two is that exit rate quantifies the proportion of users who left a certain page, but it says nothing about whether or not the user visited any other pages. Therefore, all exits and one-page visits are bounces, but not all bounces are exits.

The homepage’s bounce rate, for instance, would be 50% if 100 visitors arrived and 50 of them left without viewing any other pages. However, during that same time frame, the homepage might receive 400 pageviews, but only 100 of those visitors might depart the website from the home page. In that situation, 25% of people would leave.

What is a good bounce rate?

A ‘typical’ bounce rate does not exist. Given the enormous range of website kinds and businesses that target a huge and diversified audience, it is difficult to generalise for this measure, which accounts for more than four billion pages on the Internet.

Based on the type of website and the visitor source, a “good” bounce rate is also a relative term. For instance, the bounce rate of a page that has an informative article that provides an answer to a particular query and receives the majority of its traffic from organic search might be as high as 90%. Even though the page has a high bounce rate, it doesn’t necessarily mean that it has a “bad bounce rate”; it could just reflect that the user got what they were looking for and no longer needed to see any further sites. On the other hand, a page with a low bounce rate might not be considered “good” if the user experience is subpar.

How to reduce bounce rate?

You should review your web analytics to determine where modifications are most necessary before taking any actions to lower your bounce rate. Having said that, listed below are instances of practical approaches to enhance pages with a high bounce rate.

  1. Make sure your website is easy to navigate. Visitors should be able to find what they are looking for quickly and easily.
  2. Use clear and concise language. Your website copy should be easy to understand and free of jargon.
  3. Use high-quality images and videos. Visual content can help to engage visitors and keep them on your site longer.
  4. Offer a clear call to action. Tell visitors what you want them to do, such as sign up for your email list, download a free ebook, or make a purchase.
  5. Personalize your website content. Use dynamic content to show visitors information that is relevant to them.
  6. Optimize your website for mobile devices. More and more people are using their smartphones and tablets to browse the web, so it is important to make sure your website looks good and functions properly on mobile devices.

By following these tips, you can improve your bounce rate and boost your website’s performance.

Here are some of the benefits of having a low bounce rate:


Refining the measurement method is one strategy to lower bounce rates. Even if a person spends a lot of time on a page and interacts with the content on the page, analytics software like Google Analytics will still classify the user as a “bounce” if they depart the site without browsing any other pages.

It can be useful to look at your statistics to determine the various user traffic sources in order to determine where your website’s bounce rate needs to be improved the most. Users who arrive at your site via an organic search engine query, for instance, might find your material to be very beneficial, which would result in a reduced bounce rate and better conversion rate.

Content strategy

The most effective course of action to follow if you want to raise visitor engagement levels is to find and emphasise material that you believe they would enjoy (such as the pages that receive the most organic traffic). You can design your website so that the most interesting material is prominently displayed above the fold after identifying this content using web analytics. For instance, giving your best-selling products prime real estate on your e-commerce website is a wise move because these are the articles most likely to get a visitor’s click and increase the landing page’s conversion rate. Every piece of content should, whenever possible, have titles, photos, and descriptions that increase CTR.

Maintaining the freshness of your content by making sure that it is updated frequently is another method for lowering bounce rate if a sizable portion of your traffic consists of repeat users. Recurring visitors are more likely to interact with fresh and timely material, which raises engagement.

Website Design & Usability

You can enhance the website’s look and usability in addition to showcasing the most well-liked and pertinent material to make it more interesting for visitors. This could entail actions like enhancing the calls to action on the page, utilising high colour contrast, adjusting font size and spacing so text is easier to read, and boosting the graphical quality.

You can enhance the website design and usability to make it more engaging for visitors in addition to showcasing the most well-liked and pertinent material. This could entail actions like enhancing the visuals’ quality, making excellent use of colour contrast, adjusting the font size and spacing to make the content easier to read, and enhancing the calls to action on the website.

Your website should be created so that users may quickly find what they’re looking for. Engagement can be increased by providing a big search bar and a simple navigation system, especially if your website offers a variety of goods and services. A logical hierarchy should be present in navigation menus.

Bounce rate can be decreased by using a responsive website design. This is now more crucial than ever due to the rise in visitors from mobile devices. Your website might appear great on a 1024×768 PC but awful on an iPhone 6S. Images and menus must be adjusted to adapt to different screen sizes and devices. You should change your pages to use adaptive, sturdy, and responsive templates.

Page load time is a crucial usability improvement that can assist lower your bounce rate. According to studies, if a website takes more than a few seconds to load, people are more likely to leave the page. Various testing tools are available to determine page load times and provide assistance.


You may determine whether there are problems with your traffic sources, which could suggest a problem farther along the sales funnel, by comparing bounce rates by channel (e.g., organic, referral, direct, paid, and social media).

It is worthwhile to review your marketing campaigns or efforts for a particular channel if it has a greater bounce rate than the others. Make sure your advertising is pertinent to the site content on the landing page you are directing users to, for instance, if people arriving via display are leaving your site more frequently. If you aren’t already, you might need to make landing pages that are tailored to your campaign and have call to actions that are obvious to see in order to lower the bounce rate.

In general, readers will be drawn to your content if it is optimised for your top search terms. You won’t be able to convert that traffic as effectively if you aim for popular generic keywords only to gain traffic.

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