The complete glossary for marketers
The percentage of visitors who land on a page and leave without taking any further action.
When analyzing bounce rate, it’s important to see how quickly visitors left. If they bounced immediately, this may indicate that what they saw was different from what they expected. A visitor who bounced after spending a fair amount of time on your site suggests there may be a problem with your page. Make sure your content matches expectations and the user journey is clear and intuitive. Try personalizing your website to specific user segments to help reduce bounce rate.
Calculation: (Total number of visits viewing only one page) / (total number of visits)