What is
Bounce Rate
?
Bounce Rate is the percentage of website visitors who leave the site after viewing only a single page, without interacting further or clicking on any links. In web analytics, a 'Bounce' signals that the visitor did not find what they were looking for or that the page experience was poor. Bounce Rate is calculated by dividing single-page sessions by total sessions. While a high bounce rate is often seen as negative, it can be misleading; for example, a high bounce rate on a 'Contact Us' page might mean the user found the phone number immediately and left satisfied. However, for landing pages and blog posts, a high bounce rate usually indicates a mismatch between the user's search intent and the page content. To lower bounce rates, growth teams focus on improving page load speed, ensuring mobile responsiveness, and providing clear 'Internal Links' or 'Call-to-Actions' that guide the user to the next step in their journey.
Benchmarks
Bounce rate is highly context-dependent. Blog posts naturally have higher bounce rates (60–80%) because readers finish and leave — that is not a failure. The metric is most meaningful for landing pages and product pages where you want users to continue through a funnel. Always segment by page type and traffic source.
Tier | Benchmark | What It Means |
|---|---|---|
Excellent | < 25% | Exceptional engagement. Typical of highly targeted landing pages or tools. |
Good | 25–40% | Strong. Most well-optimized SaaS and content sites land here. |
Average | 40–60% | Industry average for most websites. Room to improve UX and content relevance. |
High | > 70% | Visitors are not finding what they expect. Audit traffic source vs. landing page alignment. |
Frequently asked questions.
Is a 70% bounce rate always bad?
Not on a 'Contact Us' or 'Thank You' page, where the user gets the info they need and leaves.
Bounce Rate vs Exit Rate?
Bounce is leaving after one page; Exit is leaving from a specific page in a multi-page session.
Does Google use Bounce Rate for ranking?
Google uses 'Pogo-sticking' (returning to search results quickly) as a proxy for page quality.
How to lower bounce on blog posts?
Add internal links to related content and include a clear 'What to do next' section.
Standard SaaS bounce rate?
40% to 60% is common for B2B homepages; blogs are usually much higher (80%+).
