Introduction & background

Bounce Rate Definition

The term “bounce rate” is a word used in online marketing which refers the number of visitors to a website that leave either right away or shortly after entering without clicking through to anything else thus “bouncing” from the website. High bounce rates typically indicate that the website is not doing a good job of retaining visitors’ interest or providing relevant engaging content.

The bounce rate can be used to assess the effectiveness or performance of an entry page in terms of generating interest. It is expressed as a percentage and represents the percentage of single-page visits to total visits.

It can also be used in conjunction with an e-commerce site’s purchase conversion rate. Bounce Rate for eCommerce websites typically ranges from 20% to 45 percent, with top performers operating at a Bounce Rate of 36% on average.

The Bounce rate however is not always an indication of poor performance but may be natural for the industry or type of website content.

An example of this would be short concise content that answers a very specific question a user is asking or a download page for a user to download a file to their computer.

In this case the intent of the user is very specific and by visiting and bouncing immediately they have fulfilled their goal and don’t need to browse the website further.


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“Bounce rate.” Wikipedia. July 18, 2006. Accessed June 12, 2021.