Bounce rate, one of the standard reports inside Google Analytics (opens in new tab), measures the share of visitors who land on a page and leave without clicking to another page or completing any action. A high bounce rate can signal slow load times, irrelevant content for the search query, or a confusing page layout — though it isn’t always negative (a single-page FAQ answer can "bounce" happily satisfied).
Context Matters More Than the Raw Number
A high bounce rate on a glossary term or a single FAQ answer often just means the visitor got their answer and left satisfied, which isn’t a problem at all. The same high number on a homepage or a booking page is a genuinely different signal, worth investigating, since those pages are specifically meant to lead somewhere else within the site.
Comparing a page’s bounce rate against similar pages on the same site is usually more useful than comparing it to some generic industry benchmark, since traffic sources and intent vary so much between sites.
People also ask
What is considered a high bounce rate?
It varies by page type — a blog post might reasonably have 60-70% bounce rate, while a homepage or landing page ideally sits lower, since visitors should be moving toward a conversion action.
See also
How TAP-ONE helps
A fast, secure site that brings in leads while you focus on running the business.
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A/B Testing
Comparing two versions of a page, message, or ad to see which one performs better.
Above the Fold
The portion of a webpage visible on screen before a visitor scrolls down.
Click-Through Rate (CTR)
The percentage of people who click a link or listing after seeing it, out of everyone who saw it.
Conversion Funnel
The step-by-step path a customer takes from first discovering a business to completing a purchase or booking.