Bounce Rate

author avatar
Matthias Kupperschmidt
11. May 2023
2min read

Bounce rate is a key performance indicator in online marketing, representing the percentage of website visitors who leave after viewing just one page rather than exploring further.

It measures the site's ability to engage users and encourage them to navigate to further pages on their user journey.

The bounce rate is calculated by dividing the number of single-page visits by the total number of visits.

Bounce-rate is also highly related to a websites load speed. The probability of a bounce when visiting on a mobile device increases by 90% as page load time goes from one second to five.

Why is bounce-rate analysis important?

Bounce rate analysis is crucial as it helps determine the effectiveness of a website's entry page in engaging visitors.

What does a low bounce rate indicate?

A low bounce rate indicates that the site successfully motivates users to delve further and explore more pages.

What does a high bounce rate indicate?

Conversely, a high bounce rate suggests the site isn't sufficiently engaging, leading to visitors leaving after viewing just one page.

However, a high bounce rate isn't always a bad sign. Some websites, like those providing specific information like a recipe or dictionary definition, can fulfill visitor needs with just one page, making bounce rate a less critical metric for success.

How to lower a bounce rate?

To lower your bounce rate, you could

  • add whitespace to paragraphs
  • shorten sentences
  • add headlines to structure the text content better
  • improve site speed
  • make your content more engaging e.g. by adding graphs, images & videos
  • optimize your site's navigation
  • ensure your website's design is attractive and user-friendly

Can bounce rate indicate how the user experience of my website is?

Yes, a high bounce rate can suggest that users aren't having a positive experience, possibly due to factors like poor design, unengaging content, or difficult navigation.

How does bounce rate relate to website performance?

Bounce rate is a key performance indicator (KPI) that helps determine if a site's content is meeting visitor needs and encouraging further interaction with the site.

Can a high bounce rate be good for some types of websites?

Yes, for websites like dictionaries or blogs where users might find what they need on a single page, a high bounce rate might not necessarily indicate poor performance.

How is bounce-rate calculated?

Bounce rate is calculated by dividing the total number of single-page visits by the total number of visits to the website. It's then represented as a percentage.


Bounce rate can be a misleading metric for websites where users typically find what they need on the entry page, such as online dictionaries or news articles. Even with high bounce rates, these pages could be considered successful due to fulfilling user needs promptly, despite not encouraging further site exploration.

author avatar
Matthias Kupperschmidt
11. May 2023
2min read