Bounce Rate is a single-page session on your site. It is calculated when someone visits a single page on your website and does not engage with anything — not links, navigation, contact forms, nor call-to-actions — before leaving. This performance metric may indicate that a page’s content is irrelevant, confusing, or not directly of interest to your site visitors. 

A high bounce rate on your home page, could be alarming as that means user’s are viewing that page alone, and not engaging with your website’s content or user experience. While there are single-page websites where this could be expected, most websites should view a high rate as problematic.

So, what is a good bounce rate? Generally, a bounce rate of 55% to 70% is high. An average bounce rate is between 40% and 55%. And an optimal bounce rate would be between 25% to 40%.

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Bounce Rate vs. Exit Rate

Another term that is often confused with Bounce Rate is Exit Rate (as the two metrics are somewhat similar). Bounce rate is the number of single-page sessions a webpage has while the exit rate is the percentage of users leaving your website from a specific page.

Here’s an example:

1. A person lands on your home page
2. They then go to any other page on your website
3. Then they either quit their browser – OR – jump to another site

…that’s considered an exit. Because they visited multiple pages (not a single-page session), this can’t be considered a bounce.

In terms of analysis, a high exit rate could indicate that you’re having problems with your conversions – getting a user to tackle a specific action (i.e.: complete a form, purchase a product, register for an event). While the person has shown interest in your site, they may not have found what they were looking for and left find the answer they’re looking for.