Bounce Rate and how to read it

9th August, 2010 - 1 minute read

I am frequently asked about website bounce rate. What is it, how does it work and how does it record a website’s performance? So let’s have a quick run through.

Google describes bounce rate as:

Bounce rate is the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page. Use this metric to measure visit quality – a high bounce rate generally indicates that site entrance pages aren’t relevant to your visitors. The more compelling your landing pages, the more visitors will stay on your site and convert. You can minimize bounce rates by tailoring landing pages to each keyword and ad that you run. Landing pages should provide the information and services that were promised in the ad copy.

It is also important to remember that sometimes all the information that is required by the user is on the landing page. So this metric is not always accurate. For example, on an information website, a user may find the information required (on the landing page) and then call the website helpline.

So, to summarise, the bounce rate on a website can give good information regarding user behaviour. An important metric, when considering how to get the best out of a website.