Bounce Rate

Definition

Bounce rate is a measure of the effectiveness of a website in encouraging visitors to continue with their visit. It is expressed as a percentage and represents the proportion of visits that end on the first page of the website that the visitor sees.[1]

Purpose

Bounce rate is a commonly reported metric that reflects the effectiveness of websites at drawing the continued attention of visitors. The assumption is that the site’s owner wants visitors to see more than just their landing page.

Construction

Bounce rate is the number of visits that access only a single page of a website divided by the total number of visits to the website.

Bounce rate (%) = Visits that access only a single page (#) ÷ Total visits (#) to the website

 

References

  1. ^ Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; and David J. Reibstein (2010). Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (Second Edition). Upper Saddle River, New Jersey: Pearson Education, Inc.

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