Bounce Rate

Definition

Percentage of visitors who land and leave without clicking anything or scrolling. High bounce means mismatch between what they expected and what they found. Context matters—a blog post bouncing at 70% might be fine; a signup page bouncing at 70% is a problem.

Why It Matters

High bounce on your key landing pages means traffic is wasted. It usually signals the headline doesn't match the ad or search intent, or the page is hard to parse. Cutting unnecessary bounce often lifts conversions 20-40% without traffic changes.

How to Improve

• Make sure your ad or search result title matches your page headline exactly. Mismatch kills retention instantly.
• Load faster. A one-second delay increases bounce 5-10%. Fix images, code bloat, and server lag.
• Make the next step obvious. Add a clear CTA and links to related content. Don't leave people in dead ends.
• Use session recordings to watch where people leave. You'll see friction points no data will tell you.