Glossary
Bounce Rate
The share of visitors who land on a page and leave without doing anything else, expressed as a percentage.
Bounce rate is the percentage of people who arrive on a page and then leave without taking any further action, such as clicking to another page or filling in a form.
Single-action visits / Total visits = Bounce rate
210 leave immediately / 300 visits = 70% bounce rate
A high bounce rate is usually a symptom, not the actual problem. It often means the page did not match what the visitor expected. If an ad promises one thing and the page delivers another, people leave fast. The fix is rarely more traffic; it is a page that matches the promise that brought people there.
Bounce rate needs context before it means anything. On a long article a reader can get exactly what they came for and then leave, which counts as a bounce but is not a failure. On a landing page built to capture a lead, a high bounce rate is a genuine warning sign.
Do not chase a lower bounce rate for its own sake. The number that pays you is your conversion rate, and bounce rate is just one clue about why that number is low.
To see how pages hold attention and turn it into action, read how landing pages turn traffic into leads.