Bounce rate
Also: Bounce rate, BR, Single-page session rate, Taux de rebond
The percentage of visitors who leave after viewing only one page, often a signal of poor relevance, mismatched intent, or weak user experience.
What it is
Bounce rate is the share of sessions in which a visitor views a single page and then leaves without triggering any further interaction (no second pageview, no tracked event, no navigation). It is expressed as a percentage:
- Bounce rate = (single-page sessions / total sessions) x 100
A session that ends on the same page it started on, with no additional recorded action, counts as a bounce. Note that definitions vary by tool: some analytics platforms now define a bounce as a session that is not engaged (for example, shorter than a few seconds, with no conversion and only one pageview).
Why it matters
Bounce rate is a fast proxy for relevance and experience quality. A high bounce rate can indicate:
- Mismatched intent: the page does not deliver what the visitor expected from the ad, link, or search result.
- Poor UX: slow load times, intrusive popups, unclear layout, or mobile issues.
- Weak content: no clear next step, missing call to action, or thin information.
But a high bounce rate is not always bad. A single-page blog post or a store-hours lookup may satisfy the visitor completely in one view. Always interpret it alongside context and other metrics.
How it is used in practice
- Diagnose landing pages: compare bounce rate by traffic source to spot channels sending poorly matched visitors.
- A/B testing: measure whether a redesign, faster load, or clearer headline lowers bounces.
- Segment analysis: split by device, geography, or campaign to isolate problem areas.
- Guardrail metric: watch it does not spike after a release or tracking change.
Concrete worked example
A campaign drives 10,000 sessions to a pricing page. Of these, 6,500 leave without any further action.
- Bounce rate = 6,500 / 10,000 = 65%
After adding a clear comparison table and a visible "Book a demo" button, single-page exits drop to 4,800 out of 10,000 sessions:
- New bounce rate = 48%
That 17-point drop suggests the page now guides more visitors toward a next step. Pair this with conversion rate to confirm the improvement is real and not just extra idle scrolling.
Caveats
- Definitions differ across tools, so document yours before comparing benchmarks.
- Bounce rate says nothing about why people leave; use session recordings and surveys to find causes.
Frequently asked questions
How is bounce rate calculated?
Bounce rate = (single-page sessions / total sessions) x 100. A session counts as a bounce when the visitor views one page and leaves without any further recorded action: no second pageview, no tracked event, no navigation. If 6,500 of 10,000 sessions on a pricing page end that way, the bounce rate is 65%.
Is a high bounce rate always a bad sign?
No. A single-page blog post or a page consulted just for store opening hours can satisfy the visitor entirely in one view, and still register as a bounce. Bounce rate only becomes a warning signal when read alongside context and other metrics, typically conversion rate and traffic source.
Why do two analytics tools report different bounce rates for the same site?
Because the definition itself varies. Some platforms count any single-pageview session as a bounce; others define a bounce as a session that is not engaged, for example shorter than a few seconds, with no conversion and a single pageview. Document which definition your tool applies before comparing your figure to any benchmark.
What does a high bounce rate usually reveal about a landing page?
Three causes dominate: mismatched intent, when the page does not deliver what the ad, link or search result promised; poor UX, such as slow load, intrusive popups or mobile problems; and weak content with no clear next step or call to action. The metric itself does not tell you which one applies, so pair it with session recordings or surveys.
How do I know a drop in bounce rate reflects a real improvement?
Cross-check it with conversion rate. In the pricing-page example, adding a comparison table and a visible "Book a demo" button took single-page exits from 6,500 to 4,800 out of 10,000 sessions, a 17-point drop. Without a matching move in conversions, that drop could just be extra idle scrolling registering as engagement.