What bounce rate measures

Bounce rate represents the share of visitors who land on a page and then leave without interacting further. Long considered a bad sign, it actually deserves a nuanced reading.

A visitor may find exactly what they were looking for, be satisfied, and leave. That isn't necessarily a failure.

An indicator to interpret with caution

It all depends on the type of page. A hours or contact page, viewed and then left, fulfils its role even with a high bounce. Conversely, on a page meant to lead to a purchase or a form, a high bounce can signal a problem.

  • Practical page: high bounce often normal
  • Commercial page: high bounce worth watching
  • Always compare by page type, not overall

How to improve it when it matters

If a high bounce is a problem, check the page's clarity, its loading speed and its readability on mobile. Make sure the content matches what the visitor expected when they clicked.

Offering a logical link to the next step also helps hold attention. Rather than chasing a perfect number, Skywebis helps you understand your visitors' real behaviour so you act where it counts.

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Frequently asked questions

No, it depends on the page's purpose. An informational page can have a high bounce with no issue.

There's no universal value: compare your pages with each other and over time instead.