Bounce Rate
The percentage of visitors who left after viewing only one page. In GA4, replaced by engagement rate — the percentage of visits with 10+ seconds, a conversion, or 2+ pages.
In practice
A high bounce rate alone means nothing — context matters. A blog page with an 85% bounce rate can be excellent. A product page with an 85% bounce rate is a problem. Ask: what did you expect the visitor to do, and why didn't they?
Common misconception
'A 70% bounce rate is always bad.' The average for blogs is 65-90%. The average for stores is 20-45%. The benchmark depends entirely on the page type and traffic source.
How to fix it
High bounce on product pages? (1) check message match — does the ad's promise match the page? (2) load speed — every second raises bounce by 7%, (3) mobile UX — 60%+ of traffic is mobile, (4) is there a clear CTA above the fold?
Example
A furniture store: 78% bounce rate on product pages. A heatmap revealed 90% didn't scroll past the first image. Moving the price and CTA above the fold dropped bounce to 54% and raised CR by 31%.
Priority
Don't measure bounce rate as a standalone metric. Measure it by page type, traffic source, and device. In GA4: Exploration → Free Form → segment by page type.
Related terms
Keep learning. Metrics that touch the same area:
- Landing PageMarketingA dedicated page for a campaign, focused on one goal. No distracting navigation, one clear CTA.
- ConversionAnalyticsA desired action a visitor takes — a purchase, sign-up, form submission. The basis for measuring marketing success.
- Conversion Rate (CR)AnalyticsThe percentage of visitors who completed a desired action. Average: 1-4% for purchases, depending on category.
- ATC – Add To CartAnalyticsThe action where a visitor adds an item to the cart. Average ATC rate: 8-10% of product page visits.
- Cart AbandonmentAnalyticsA customer added an item to the cart but didn't complete the purchase. Average: 70-75%. One of the biggest opportunities.
- Open RateAnalyticsThe percentage of recipients who opened the email. Average: 20-25% in eCommerce.
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