When someone lands on your website and leaves without clicking anything else — that’s a bounce. The bounce rate shows the percentage of people who do that.
So if 100 people visit your page and 45 leave right away, your bounce rate is 45%. Simple, right?
Why Bounce Rate Exists
Bounce rate helps you understand how visitors interact with your site. It’s one of those behind-the-scenes metrics that tell you whether your content is engaging or forgettable.
A high bounce rate might mean your visitors:
- Didn’t find what they expected.
- Got bored or confused.
- Had to wait too long for the page to load.
- Found the answer instantly and didn’t need to explore more.
That last one is important — sometimes a bounce isn’t bad.
When a High Bounce Rate Is Fine
If someone googles “What time is sunset in Paris?” and your page gives the answer right away, they’ll leave satisfied. That’s a good bounce. They found what they wanted quickly.
Bounce rate isn’t about blaming visitors. It’s about seeing how your content fits their intent.
When a High Bounce Rate Is a Red Flag
If you’re trying to sell something, grow an audience, or keep people reading — a high bounce rate can be a sign of trouble. It might mean:
- The headline or meta description promised something the page didn’t deliver.
- The layout feels cluttered or outdated.
- Pop-ups or ads get in the way.
- The page isn’t mobile-friendly.
What’s a “Good” Bounce Rate?
There’s no magic number. It depends on the type of site:
- Blogs and news sites: 60–80% is common.
- E-commerce: 20–45% is ideal.
- Landing pages: can be high (up to 90%) and still work, if visitors convert immediately.
The key is to compare your pages with each other — not with someone else’s site.
How to Lower Your Bounce Rate
- Make it fast. Speed kills bounce. Every second counts.
- Hook early. The first few lines should tell readers they’re in the right place.
- Use visuals. Images, infographics, and short videos keep eyes on the page.
- Link smartly. Add relevant internal links so people naturally explore more.
- Write for humans. Short sentences. Clear ideas. Real value.
The Takeaway
Bounce rate isn’t the enemy — it’s feedback.
It tells you how people experience your content and whether they feel like staying.
When you stop chasing “perfect” numbers and start improving real experiences, your visitors notice — and your bounce rate quietly drops on its own.
