Bounce rate

Bounce rate shows the percentage of visitors that leave a webpage without taking any further action, for instance, clicking on a link or filling in a form. Typically, this rate is regarded as a measurement of a website’s general engagement.

To calculate bounce rate, you take the overall number of one-page visits and divide it by the total number of entries to a website. That is, if the “contact” page receives 1,200 visitors per month, and 400 of those visitors leave the website after viewing or only scrolling this page and do not proceed to any other pages on the website, then the bounce rate of the “contact” page would be 33%.

The average bounce rate across industries constitutes 41% – 51%. However, a “normal” or “good” bounce rate for each specific case is based on the type of industry and the origin of traffic and needs to be calculated accordingly.