Bounce rate is a critical engagement metric that measures the percentage of visitors who leave a website after only viewing one page

Bounce Rate

What is bounce rate?

Bounce Rate represents the percentage of visitors who enter a site, take no action, and leave after visiting only one page. This metric counts all visitors who leave your website from the same page they entered without taking an action like: clicking a link, filling out a form, making a purchase, or simply visiting another page.


Similarweb calculates bounce rate by dividing the single-page visits by total visits to your site during a set period. The bounce rate is reported as a percentage of the total visits during the specified time frame.

For example, if you had 500 visitors to your site on day X and 250 left without taking action, your bounce rate on day X is 50%. This includes visitors who remained on the page until the session timed out.

What is a good bounce rate?

In general, the lower the bounce rate the better, because as a website owner, your goal is to maximize engagement with your site. 

An optimal bounce rate is dependent on your competitors and the industry you operate in. If you are an Ecommerce site, for example, you’ll want to achieve the lowest bounce rate possible, because the more engagement with your site and the more pages a user views, the more likely they are to make a purchase. On the other hand, if your website is a news site or a blog, users often perform single-page session because they are looking for a single piece of information.

By using Similarweb data, you can identify your site’s bounce rate and then benchmark against your competitors and your industry as a whole to understand how your performance stacks up against the competition

Using this metric

Bounce Rate can reflect how well a site is doing at retaining its visitors. An abnormally high bounce rate is generally an indication that people are leaving a website, and aren’t willing to stick around to explore. Use this metric to understand as a gauge for engaged visits.

  • Analyze bounce rate by marketing channel to determine which traffic sources are driving the most engaged traffic to your site. Additionally, you can identify traffic channels with a high bounce rate to pinpoint issues in your user journey.
  • Track bounce rates for specific pages or page groups to evaluate the performance of specific products, campaigns, and landing pages and optimize that are performing below the site average. 

Consider the industry, the type of site, the traffic channels, SEO strategy, etc. Understanding your bounce rate can help identify issues with your website's user experience and content, allowing you to improve engagement and drive more conversions.


Bounce Rate insights are located across many pages in the Market Analysis, Competitive Research, and Acquisition Channels modules, including Traffic & Engagement, Marketing Channels, Market Performance and more!

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