Bounce Rate

Learn what a bounce rate is, and how to improve it.

At a glance

Bounce Rate is the percentage of single-page sessions (i.e. sessions in which the person left your website from the entrance page without interacting with the page).

There are a number of factors that contribute to a high bounce rate. For example, users might leave your website from the entrance page if there are design or usability issues. Alternatively, users might also leave the website after viewing a single page if they've found the information they need on that one page, and have no need or interest in visiting other pages.

In depth

Reasons for a high bounce rate

A high bounce rate can be caused by one or many different factors, including:

Single page website

If you have only one page on your website, Google Analytics doesn't register multiple page views unless users reload that page. As a result, single-page websites tend to have high bounce rates. To find out how people use this type of website, implement other content tracking methods, like Events.

Incorrect implementation

If you're seeing a high bounce rate from a multiple page website, check to see that you've added the tracking code to all of your pages. See Verifying your setup for more information.

Site design

If all your pages contain the tracking code but you're still seeing a high bounce rate, consider:

  • Redesigning the entrance (or landing) pages
  • Optimising those pages so they correlate better with the search terms that bring users to your website, with ads you're running, or with keywords that you've purchased
  • Changing the ads or keywords to better reflect page content

Experiment with site-wide changes to optimise your website, with Content Experiments.

User behaviour

Other factors may be solely attributed to user behavior. For example, if a user bookmarks a page on your website, goes to it and leaves, then that's considered a bounce.

Improve your bounce rate

Because the design of your website and your Google Analytics implementation can affect your bounce rate, improving your bounce rate requires specific, custom changes to your website and setup. The bounce rate, and improving the bounce rate, is as individual as your business.

Analyse specific data. A general site-wide bounce rate can vary too much due to the different marketing activities that run concurrently. Consider your bounce rate for specific traffic sources. Using other dimensions – such as medium, campaign, landing page – to evaluate your bounce rate can also be more actionable than your general bounce rate.

Evaluate and adjust factors that might contribute to your bounce rate, such as website layout and navigation. Use only your past performances as a rubric, and try to improve your current bounce rate relative to your previous data. Provide enough time between changes to collect enough data to evaluate the impact that the changes may be having on your users and their behaviour. Try using Content Experiments to help you.

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