Definition
Bounce rate is a web analytics metric measuring the percentage of sessions where a user arrives on a page and leaves without any additional action (click, scroll, form submission) or visiting another page. A high bounce rate can indicate content mismatch with search intent, poor user experience, or excessive load time. However, a high rate isn't always negative: on a blog or FAQ page, users may find their answer and leave satisfied. Google Analytics 4 has replaced this with 'engagement rate,' measuring sessions with significant interaction.
Key Points
- Percentage of visitors leaving after one page without interaction
- A high rate isn't always negative depending on page type
- GA4 replaces it with engagement rate, a more precise metric
Practical Examples
Diagnosing a high rate
A product page with 85% bounce rate suggests a problem: irrelevant content, uncompetitive pricing, or excessive load time.
Bounce rate by page type
A blog may have 70-80% (normal), while an e-commerce homepage should aim for 30-50%.
Frequently Asked Questions
Depends on page type. E-commerce: 20-45% is good. Blog: 65-80% is normal. Landing page: 60-90% is common.
Google doesn't directly use bounce rate as a ranking factor. However, a high bounce rate with quick return to SERPs (pogosticking) can signal that your page doesn't satisfy the search intent.
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Last updated: 2026-02-07