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What Is Bounce Rate? Definition, Function, and The Interpretation

Last updated: Sep 19, 2022

Bounce Rate
Cover image: Illustration of Bounce Rate as a metric to measure website performance. Learn its definition and other related information in this article.

Bounce Rate is a metric that measures the percentage of visitors who "land" on your website and do nothing on the page.

The bounce rate is calculated when a visitor has no engagement with the landing page and his visit to your site is only on one page. The bounce rate can be used as a metric that shows the quality of web pages and the quality of the audience.

Function

Bounce rate is a metric that functions to analyze marketing efforts in SEO practices. This metric is used to measure whether or not you meet visitor expectations. You can use the Bounce rate to decide which pages are more important to meet the expectations of visitors on the site.

Bounce Rate Calculation Formulas

A bounce rate is a one-page session divided by all sessions or the percentage of all sessions on your site where visitors only visit one page and only trigger one engagement to the Google Analytics server. 

When a visitor does not interact since the first click, then a single-page session only has a duration of 0 seconds. In addition, visitors who do not engage in any interaction for more than 30 minutes since they first visited the website will also be counted as bounce rate.

Interpretation of the Bounce Rate

A high bounce rate can mean three things:

  1. Low-quality pages. There is nothing interesting that increases engagement with visitors.
  2. Your audience does not match the topic of the page, so they have no further interaction.
  3. Visitors have found the information they were looking for on the page.
  4. The user experience in the web page is bad, so the visitor is not comfortable diving into the website.
  5. Visitors can't access the website via mobile device, the appearance of the site is messy and not yet optimized for mobile.

Based on the interpretation of the bounce rate above, it can be seen that a high bounce rate is not always bad. Especially when the cause of the high bounce rate is that the visitor has found the information they are looking for. This shows that you have successfully served quality content.

Nevertheless, it is necessary to evaluate content and conduct SEO audits as not to let the bounce rate issues drag on. For this reason, you need to implement ways to fix the bounce rate so your website performance can improve over time.

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