The bounce rate is a web traffic analysis metric. It represents the percentage of website visitors who visited a single page of a site and left without visiting any other pages of that same website.
There is no right or wrong value for the bounce rate, but in the majority of cases, a lower bounce rate is preferred to a higher one.
This metric can be found in the Visitor Analytics Overview menu.
What is the Bounce Rate?
One of the most common web analytics metrics, the bounce rate represents the percentage of visitors who entered a site and left without viewing any other pages within the same session.
The average bounce rate differs from one industry to another and depends on the type of website, but the general rule is that the lower the bounce rate, the better.
As benchmarks for e-commerce websites bounce rates should be between 20- 45% and for B2B websites between 25-55%.
Some of the factors that can lead to an increased bounce rate are slow-loading pages, low-quality content, bad user experience, and technical problems.
What is the formula for the Bounce Rate?
The bounce rate is calculated by dividing the number of single-page visits by the total visits of the website. Although Visitor Analytics shows you this metric in the Overview dashboard, here is how you can calculate it for yourself:
Rb = Bounce rate
Tv = Total number of visitors viewing one page only
Te = Total entries to page
Why is the Bounce Rate important?
The bounce rate can dictate the success of a website by reflecting performance and effectiveness. It shows how interested visitors are in the website and it’s a number to be considered when establishing business strategies and objectives.
It’s important to know that bounce rates are not relevant for one-page websites and landing pages, as there are no other pages for the visitors to go to. News portals, dictionaries, and other one-click sites are also an exception from the rule.