Bounce rate: what is it and how to reduce it?

Bounce rate indicates the attractiveness of your website’s content and is an essential KPI to monitor. So how do you calculate it? How can you reduce it when it is too high? Find the answers in this article.

What exactly is the bounce rate?

The Bounce Rate is data that you can find in the analysis tools used to monitor the key performance indicators (KPIs) of a website. It is notably available on Google Analytics.

bounce rate

The bounce rate indicates the percentage of sessions that have bounced off a given page.

To make it clear, the Google Analytics support defines of a bounce and a session:

A bounce corresponds to a session with a single page consultation on your site;
A session corresponds to the period during which a user is active on your site. By default, a session ends after 30 minutes of inactivity.
In other words, the bounce rate is the percentage of visitors who viewed a single web page and then left the site without browsing any other pages or clicking anywhere. Another way of putting it is that it is the percentage of sessions with only 1 page view and no interaction.

Note: It is different from the exit rate of a site. Visitors counted in the bounce rate consulted a single page of the website before leaving, whereas those counted in the exit rate are those who left the site from a given page, regardless of the number of pages consulted.


It is calculated as follows: Number of bounces on the page / all sessions on this page.

It is also possible to have a global bounce rate for a site. It represents the average bounce rate of all the pages. The calculation is then as follows: Number of sessions with the consultation of a single page / All sessions on the site.

What is a good bounce rate?

It depends on the type of web page

Having a low bounce rate is great news! It means that most visitors who arrive on your page visit other pages afterwards and do not remain inactive. This means that the optimisations you have put in place allow visitors to navigate correctly through your site, but also that your content interests them!

To give you some figures, a bounce rate of over 75% is considered high and therefore bad. The objective is to go below 60%. The ideal is between 50% and 30%.

Note that in reality, everything depends on the type of page the user is on. Yes, a product sheet will not have the same as a blog article or a page on a showcase site.

Blog article: 40 to 60
E-commerce website pages: 20 to 40
Website page: 60 to 90
Note: the emailing bounce rate corresponds to the deliverability of your emails, it is generally around 1%.

Focus on the causes of a poor bounce rate

A high bounce rate means that the majority of visitors who visit the page in question leave directly afterwards. This type of behaviour is often not a good sign! A web page should be interesting and should lead to action (conversions), especially in the world of digital marketing.

Moreover, Google’s algorithm takes this rate into account to judge the quality and relevance of the content of a web page. If it is too high, it could therefore negatively impact the positioning of your site’s page in the search engine results.

It is therefore a performance indicator to be taken into account for natural referencing (SEO), but also to analyse the attractiveness or not of a page in the eyes of your visitors. It is also useful to analyse the traffic of a site in general.

Furthermore, a bad bounce rate can be linked to different factors:

Poor design: the structure of your site is not clear enough, which makes it difficult for the user to navigate. The UX is not optimal, which pushes the user to leave;
Poor design: your pages are not visually appealing;
Poor quality content or content that does not correspond to what users are looking for: the content of your site must be designed in relation to the keywords typed in by users and which correspond to their search intentions. You must also add value to your content;
A bad loading time of your page or technical problems (bug in the validation of the basket…) can also be the cause of a high bounce rate.

How to reduce the bounce rate?

Please note that a high bounce rate is not necessarily a negative criterion. Indeed, if your page immediately gives visitors the information they are looking for, they may leave your page more quickly.

Nevertheless, it is important to find a strategy to encourage your audience to visit other pages and keep them on your site.

Here are our tips to lower it:

Remove elements that can disrupt the user experience (pop-up ads, special plug-ins…);
Reduce the loading time of your web page;
Improve the general ergonomics of your site (fluid and intuitive navigation, design, visuals, etc.);
Work on the quality and relevance of your content (offer useful content with real added value and don’t forget the SEO optimisations and the internal linking of this content);
Encourage clicks with CTAs (call-to-action).

Do not hesitate to contact our SEO team for more information!