Bounce rate - definition

Bounce rate is the percentage of users who leave a site after viewing only one page.  

Bounce rate needs to be looked at in context.

Media sites and popular blogs, for instance, have their content picked up in many aggregator sites and readers, where it is typical for users to click into an article, then leave.

If you have an e-commerce site, and a high percentage of users are leaving your site without ever looking at any product, it could indicate a number of problems, including poor navigation options, a difficult or cumbersome search process, or bad design.

Bounce rate can be analyzed on a page-by-page or content-type basis.  If your real estate blog has a higher than usual bounce rate, you may have an engaged audience that reads each post as it is published – one page at a time.  If your home search has a high bounce rate – you need to look into it.

The individual website owner needs to analyze what an acceptable bounce rate is. You can find average bounce rates, but every site is its own entity.  Safe to say your bounce rate should be decreasing as you build and optimize your site.

Bounce rate can be found in Google Analytics or in your webmaster’s reports.

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