Bounce Rate
The percentage of visitors who leave your site after viewing only one page.
What is Bounce Rate?
Bounce rate measures the percentage of sessions where a user lands on a page and leaves without interacting further — no clicks, no scrolling past a threshold, no visiting a second page. In Universal Analytics (the old Google Analytics), a bounce was recorded any time someone left without triggering a second pageview. In Google Analytics 4 (GA4), the metric shifted to "engagement rate" — sessions lasting more than 10 seconds, having a conversion event, or viewing two or more pages are considered engaged. The inverse of engagement rate is effectively the bounce rate in GA4. A high bounce rate is not always bad. A contact page with a phone number might have a 90% bounce rate because users found the number and called. A blog post might bounce at 75% if readers consumed the article and left satisfied. Context matters. However, a high bounce rate on a product page or a PPC landing page usually signals a problem: slow load time, irrelevant content, poor mobile experience, or misleading ad copy. Reducing bounce rate on commercial pages typically requires improving page speed (aim for under 2.5 seconds), making the value proposition instantly clear, using trust signals (reviews, certifications), and ensuring the landing page matches the intent of the source — the message your ad or search listing promised should be the first thing visitors see.
A high bounce rate on paid traffic pages is literally money walking out the door. If you spend Rs 50,000 per month on Google Ads and 80% of visitors bounce, you are only engaging with 20% of your traffic. Halving your bounce rate doubles the return on your ad spend without increasing budget.
An online saree store in Amritsar found their mobile bounce rate was 78%. After compressing images and fixing a broken CTA button on mobile, bounce rate dropped to 52% within six weeks, and mobile revenue increased by 41%.
Landing Page
A standalone web page designed for a single marketing goal — usually capturing a lead or making a sale.
Conversion Rate
The percentage of visitors who complete a desired action — a purchase, a form fill, a call.
A/B Testing
Comparing two versions of a page or ad to see which performs better.
Heatmap
A visual representation of where users click, scroll, and focus their attention on a web page.
Need help putting this into practice?
Our team applies every term in this glossary to build campaigns that drive real business results.
Get a Free Strategy SessionReady to put your marketing knowledge to work?
Madsun Media helps businesses in India and Australia build data-driven digital marketing strategies that generate real leads and revenue.