The bounce rate is a metric used in web analytics to evaluate user interaction on a website. It indicates how many visitors leave a URL after viewing it without performing any further actions. Bounce rate indicates a percentage ratio of visitor behavior.
The bounce rate is calculated by dividing the number of URLs visitors without further actions by the total number of visitors and multiplying by 100.
A high bounce rate can be an indicator of problems on a website and that visitors are leaving the site quickly. The reason may be technical. For example, a following URL may generate a 404 error or the server may not render content. Therefore, es is important to monitor the bounce rate and identify and fix possible causes for high bounce rates.
Typical reasons for an increase in bounce rate are slow loading times, unattractive content, poor usability, irrelevant search results or a lack of clear calls to action.