How to measure and analyze the bounce rate of your website?

1. Definition

The bounce rate refers to:

“Percentage of users who enter a page from a website and leave the site without consulting other pages”


2. What is the average bounce rate on a website?

Bounce rate varies greatly from one sector and from one site to another. On average, bounce rates range between 40% and 60%. Media sites with a loyal readership or merchant sites leading to recurring purchases can generate bounce rate below this average.

A high bounce rate is often synonymous with a mismatch between the message delivered via natural search, paid, or advertising and the response of the site to the user. In other words it may be considered the KPI that measures the inability of a page to capture / hold the attention of the user.


Typology site 3. Average bounce rate

The design and graphics of KISSmetrics brings us some key figures illustrating the variation of the bounce rate for the different sectors and from one site to another.

Site Retail Details  (targeted visitors): bounce rate averages between 20 and 40%

Single page (with only one possible “Buy” Action) bounce rate averages between 70 and 90%

Portals (like MSN, Yahoo): bounce rate averages between 10 and 30%

Site Services (including sites FAQ): bounce rate averages between 10 and 30%

Site content (with high visibility in search engines): bounce rate averages between 40 and 60%

Lead generation (for sale): average rate of rebound between 30 and 50%


4. Measuring the bounce rate in Google Analytics?

The bounce rate is very easy to measure in Google Analytics because it is available to all pages of the site.

  • Audience / Overview

To measure the bounce rate of the different pages of your site you must go to the tab

  • Behavior => Site Content => All Pages.

This tab allows you to access a list of all pages on your website by number of page views.

For sorting bounce rate just click:

  • the Exchange Rate column rebound (6th column)

To make the data more readable Google Analytics gives us the possibility to weight the bounce rate depending on the number of pages viewed, it will give you the “most important” to analyze pages.

Once the pages is sorted by bounce rate, simply click on the menu:

  • Default => weighted


The different possible readings 5.

The first question is to define what is the purpose of the page to see if the bounce rate is “good” . To help you assess the bounce rate, consider the elements that affect it, such as the way your site is presented and how users traverse its contents …

For a non-commercial site, the objective is to acquire knowledge of the offer and / or the content, the aim is, first, that the user read the content. The performance will be measured by,  for example filling out the form on this page or on a phone call.

For an e-commerce site the objective for the product page is to add the product to the basket, or to browse similar products, the bounce rate is expected to be quite low.
To help you assess the rebound rate, consider the elements.


6. Advice of the expert

PumpUp gives you some tips to improve the bounce rate of your website

A-Make sure you do not interfere with the ease of navigation of the user with pop up ads, videos or music.

B- Organize your content and prioritize your information to provide the user with the information they want as easily as possible.

C- Improve the speed of loading pages of the site and be sure to keep a good position in search engines.


Your bounce rate is one that allows you to analyze and optimize your pages based on your target and your goals.

This measure must be adapted for each type of site with a relevant marking plan to the merchant site (e-commerce) or non-profit website (leads) and a reflection on the goals of your pages.

PumpUp offers tips for measuring all these types of data, analyze and allow you to optimize your incoming traffic and conversion.

1-Google Analytics 

, KISSmetrics 2
3 – Skeelbox