Bounce Rate

Bounce rate is the percentage of visitors who arrive on a page and then leave without clicking through to another page or taking any meaningful action. They show up, look around, and go.

A high bounce rate sounds bad, but context matters. On a contact page where someone just needs a phone number, a quick visit is a success, because they got what they came for. On a product page meant to lead toward a conversion, the same success rate may be a warning sign. Like most web analytics, bounce rate only means something once you understand the purpose of the page in the first place.