Conversion Optimisation
Bounce Rate
Plain English
People who visit and leave without doing anything else.
Definition
Bounce rate is the percentage of users who leave a website or page without taking any further action or interacting beyond their initial visit.
In practice
Used to measure whether landing pages or entry points are engaging enough to encourage further glossaryInteractionInteraction refers to any action a user takes within a product and how the system responds. It includes clicks, taps, gestures, and inputs that drive the user experience.Open glossary term.
The reality
A high bounce rate isn’t always bad - it depends on glossarySearch IntentSearch intent is the underlying goal or purpose behind a user’s query, such as finding information, making a purchase, or navigating to a specific site.Open glossary term. Some users get what they need and leave.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is bounce rate?
Bounce rate is the percentage of users who leave after viewing only one page.
Why is bounce rate important?
It indicates whether users are engaging with content or leaving immediately.
What is a good bounce rate?
It depends on the glossaryContextThe surrounding conditions that shape behaviour and decisions.Open glossary term, but lower is generally better for most journeys.
How do you reduce bounce rate?
By improving relevance, glossaryClarityClarity is how easily users can understand what is happening and what they need to do.Open glossary term, and glossaryEngagementEngagement refers to how users interact with a product, content, or experience, including actions like clicks, time spent, and interactions.Open glossary term on entry pages.
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