Conversion Optimisation
Bounce Rate
Plain English
People who visit and leave without doing anything else.
Definition
Bounce rate is the percentage of users who leave a website or page without taking any further action or interacting beyond their initial visit.
In practice
Used to measure whether landing pages or entry points are engaging enough to encourage further glossaryInteractionInteraction refers to any action a user takes within a product and how the system responds. It includes clicks, taps, gestures, and inputs that drive the user experience.Open glossary term.
The reality
A high bounce rate isn’t always bad - it depends on intent. Some users get what they need and leave.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is bounce rate?
Bounce rate is the percentage of users who leave after viewing only one page.
Why is bounce rate important?
It indicates whether users are engaging with content or leaving immediately.
What is a good bounce rate?
It depends on the glossaryContextThe surrounding conditions that shape behaviour and decisions.Open glossary term, but lower is generally better for most glossaryPain PointA specific problem or frustration users experience when trying to complete a task.Open glossary term.
How do you reduce bounce rate?
By improving glossaryFaceted NavigationFaceted navigation is a system that allows users to filter content across multiple attributes simultaneously, combining different criteria to refine results.Open glossary term, glossaryClarityClarity is how easily users can understand what is happening and what they need to do.Open glossary term, and glossaryEngagementEngagement refers to how users interact with a product, content, or experience, including actions like clicks, time spent, and interactions.Open glossary term on entry pages.
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