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Ecwid Ecommerce Glossary

Bounce rate

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What is Bounce rate?

Bounce rate is an indicator measures the percentage of visitors who viewed only one page on the site and did not go anywhere else from it. Bounce rate is often expressed as a percentage and can provide insight into the performance and relevance of a landing page or website content.

The formula for calculating bounce rate is:
Bounce Rate = (Number of Single-Page Sessions / Total Number of Sessions) x 100

Here’s what each term means:

  • Number of Single-Page Sessions: This refers to the count of sessions (visits) where a user landed on a single page of your website and then left without interacting further or navigating to another page.
  • Total Number of Sessions: This is the total count of all sessions on your website, including both single-page sessions and sessions where users explored multiple pages.

The main reasons for the high bounce rate

  • Irrelevant Content. If the content on the landing page doesn’t match what visitors are looking for or isn’t relevant to their needs, they’re more likely to leave quickly.
  • Slow Page Load Times. Slow-loading pages frustrate users and can lead to them abandoning the site before it fully loads.
  • Poor Design and Usability. A confusing or unappealing website design, as well as difficult navigation, can discourage visitors from exploring further.
  • Lack of Clear Call-to-Action. If visitors can’t easily identify what to do next, they might leave without taking any action.
  • Technical Issues. Broken links, error messages, or other technical problems can prompt users to bounce.
  • Misleading Titles or Meta Descriptions. If the title or description in search results doesn’t accurately reflect the content of the page, visitors might leave if they don’t find what they expected.
  • Mobile Unfriendliness. Websites that don’t display well on mobile devices can drive mobile users to quickly exit.
  • One-Page Information. If the landing page provides all the necessary information, visitors might leave after finding what they need, even though it’s considered a bounce.
  • External Links. If a page serves as a gateway to external sources (e.g., affiliate marketing), users might leave the site after clicking those links.
  • Seasonal or Temporary Content. Pages with content relevant only for a short period might attract visitors who then leave once the content becomes outdated.

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