Bounce rate
Aussi : 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.