SEO

What is Bounce Rate?

Bounce rate is the percentage of website sessions where a user viewed only one page before leaving — without clicking to any other page on the site.

Definition

Bounce rate is the percentage of website sessions where a user viewed only one page before leaving, without clicking to any other page on the site. A high bounce rate is often interpreted as a sign that visitors did not find what they were looking for. However context matters significantly: a user who lands on a contact page, finds the phone number, and calls is technically a bounce but that is a successful visit.

Why It Matters for Small Businesses

Rather than obsessing over bounce rate as a single number, small businesses should look at which specific pages have high bounce rates and whether that is a problem. A high bounce rate on an informational blog post may be fine. A high bounce rate on a service page or pricing page, where you want visitors to take action, is worth investigating and improving.

Example

A home remodeling company notices their kitchen remodeling page has an 85% bounce rate. On investigation they discover the page has no photos, no pricing information, and no clear call to action. After redesigning the page with before and after photos, a project cost guide, and a prominent contact form, the bounce rate drops significantly and form submissions increase.

Related Terms

Click-Through Rate (CTR)CTR gets users to your site; bounce rate reflects what happens after

Core Web VitalsPoor site performance can drive high bounce rates

Keyword ResearchMisaligned keywords bring the wrong visitors, inflating bounce rate

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