What Does Bounce Rate Mean

What Does Bounce Rate Mean?

What does bounce rate mean?

Your visitors left the page they came in on.  They may have arrived on your site based on keywords.  When they arrived, it was not what they expected.

Bounce rate = the total visits to one page /divided by/ the total entries to one page (Tv/Te=Br).
Bounce rate is the percentage of a single visit to your website and they leave without viewing another page.   The more pages each person visits, the lower your bounce rate percentages. And that’s a good thing!

How important is Your Websites Bounce Rate?

Monitoring your website stats will help you gain a clear understanding of what is working and what isn’t.

So that you may do more of what is working and stop doing what isn’t.  

Are you checking your statistics regularly?  If so, awesome! If not, why? 

Among the many reasons to review your Google Analytic reports; your websites bounce rate is super important!


When the percentage is high, it means one of two things:

1. The keywords used or the landing page message did not reflect what they saw when they arrived… or
2. Your website visitors are not as thrilled about your content as you are.

The good news…when we know what’s broke, we can fix it!

Average website bounce rates:
Low bounce rate (super awesome) 25 – 30%
Excellent bounce rate 26 – 40%
Average bounce rate 41- 55%
High bounce rate 56 – 70%
Alarmingly high bounce rate 70%-up

Mobile bounce rates are typically 10 – 20% higher than desktop

When a bounce rate is lower than 20%, it’s a strong indication there is a problem with your Google Analytics implementation or your Google Analytics implementation or setup.

Different page types have different bounce rates:

Retail sales site 20 -40% bounce
Landing page (one call to action) 70- 90% bounce
Service site 10 – 30% bounce
Content website 40 – 60% bounce
Lead generation services for sale 30 – 50% bounce
E-commerce bounce rate N/A
Email campaign bounce rate N/A
Banner ad bounce rate N/A

Why are people leaving your site?
Your web pages are loading too slowly
Confusing layout, having difficulty navigating
Your content is not aligned with your SEO
You have too many or too few CTA’s (call to actions)
Your content quality is not enough, not rich enough
Your pages are not optimized for mobile

What affects the bounce rate?

  • Pop-up ads survey music or streaming video
  • Search engine ranking up page ranking higher or irrelevant keywords having higher
  • bounce rate
  • Type of audience
  • Landing page design & message
  • Emails and newsletters
  • Page load time, longer load time = higher bounce rate
  • External site links took them away, they did not return.

How to improve the bounce rate?

  • Make your sites theme responsive (mobile optimized)
  • Improve your content, add more detail with keywords, links, etc.
  • Add or fix the call to action
  • Organize your menu, remove unnecessary clutter, simplify your message with good keywords.
  • Optimize page load times (highly important)

Why visitors leave your landing page?

  • The page load time is too high.
  • Navigating around your website is confusing.
  • Your banner message is unclear.

How to improve bounce rate:

  • Maintained top rankings for your brand
  • Provide relevant content
  • Interlink to other relevant pages within your website
  • voice search function prominently
  • speed up page load using Google page speed plugin
  • get rid of pop-up ads
  • reduce external links
  • Make external links open in a new window
  • Make your message clear on the landing and web pages.

 I hope by now you have a better understanding of what bounce rate means.

PLEASE leave your comments below!   Ask questions or suggest a topic.

Thanks so much for visiting!


Leslie O'Neill

Leslie O'Neill

P.S.  Please let me know if I may help.  

About the Author Leslie O'Neill

Leslie, founder of MI, a digital marketing agency for brilliant business owners and entrepreneurs. When she’s not helping owners with their online presence, running Facebook or Google ads, designing websites, landing pages, email campaigns or creating video ads; she's probably scuba diving off some remote island in the Caribbean! She's super friendly & fun to talk to. She enjoys sharing things that will help your business. So reach out from your favorite social site and say hello; she'll be expecting you! :)

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  • regina says:

    i never really understood the important of bounce rate when i first started. this helps out a lot. i like that you really break down the numbers.

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