Website Bounce Rate

Date created: Oct 20, 2020  •   Last updated: Dec 3, 2020

What is Website Bounce Rate?

Website Bounce Rate measures the percentage of website sessions that are single-page sessions. A single-page session is when a user leaves a website after viewing a single page only.


ƒ Count(Single-Page Sessions) / Count(Sessions)

How to calculate

If there are 1,000 single-page sessions out of 2,000 sessions on a website, the website bounce rate is 0.5, which is 50% of all sessions.

Website Bounce Rate

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What is a good Website Bounce Rate benchmark?

Website Bounce Rate by Category

Website Bounce Rate by Category

Customedialabs, 2020
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More about this metric

This metric measures the percentage of users that exited the session after viewing a single page only, known as a single-page session. Any action that takes the user away from the website qualifies as a bounce, including closing browser tabs or windows, clicking an outbound link, session timeouts, and clicking the browser back button.

Although the objective of many websites is to engage the user across multiple pages, there are some scenarios where it is appropriate for users to engage with a single web page, for example, a campaign specific landing page. It is therefore important to measure bounce rate alongside other metrics such as the average time spent on a page and the goal conversion rate.

Website Bounce Rate can be measured by device as well. A website is likely to have a higher bounce rate when viewed from a mobile device as opposed to a desktop. Since there are so many factors at play, it is crucial to analyze the whole context of the website and its function before deciding if the bounce rate is too high or low.

Recommended resources related to Website Bounce Rate

Check out the 2020 Landing Page Conversion Benchmarks report from our friends at Unbounce.