Bounce Rate
Percentage of sessions where the visitor views one page and leaves without further interaction.
Vanity Risk
Bounce rate without page-intent context is misleading. A pricing page with 30% bounce isn’t automatically better than a single-purpose contact page with 90% bounce — they have different jobs. Always interpret bounce alongside what the page was supposed to do.
What it measures
The share of visits that end on the entry page with no second pageview, click, or qualifying interaction. Bounce thresholds depend on the page’s job: a single-purpose landing page with 90% bounce can be healthy if visitors took the action; a blog post with 40% bounce can be struggling if visitors left mid-read. Always interpret bounce alongside scroll depth and time on page.
Benchmarks
- Marketing landing pages: 70–90%
- Blog and editorial: 60–80%
- E-commerce category pages: 20–45%
- SaaS app dashboards (logged-in): 10–30%
Figures reviewed June 2026. Benchmarks vary by source and drift over time — treat as directional and verify against your own data.
What to watch
- Sudden spike on a single page: Usually a deploy regression — broken layout, slow load, or a tracking script that fires before paint. Compare bounce rate before and after the last release. If isolated to one page, look at scroll depth on that page; near-zero scroll plus high bounce often means the page didn’t render.
- High bounce on paid traffic: Message-mismatch between the ad and the landing page. The visitor expected something the page didn’t deliver in the first 3 seconds. Compare bounce by traffic source — paid bouncing 2× organic is a creative or targeting problem, not a page problem.
- Low bounce that doesn’t convert: Visitors are clicking around but not completing the goal. Bounce is healthy by itself but says nothing about whether engagement is productive. Pair with conversion rate or session duration before celebrating.
In practice
A B2B landing page had 78% bounce rate and the team assumed the page was failing. Scroll depth showed visitors were reading 60%+ of the page on average — they just weren’t clicking the CTA, which sat below a long block of social proof. Moving the CTA above the social proof dropped bounce to 71% and lifted demo requests roughly 60%, because the visitors who would have bounced were the ones who scrolled past the CTA without seeing it.
Illustrative scenario — a representative composite, not a specific company.
Related: Scroll Depth — bounce + low scroll = visitor never engaged; bounce + high scroll = page did its job in one view.; Frustration Score — bounces accompanied by rage clicks or errors are a bug signal, not a disinterest signal.; Conversion Rate — bounce rate is the negative-space mirror of conversion on entry pages.