The bounce rate is a key performance indicator( KPI) in the field of Internet advertising analysis and site statistics. The bounce rate is defined as the percentage of Internet users who visit a website and immediately leave again. It is calculated as the ratio of one-time visitors to all visitors and is used by web designers to evaluate the effectiveness of a website in relation to the set objectives.
There are two ways of measuring the bounce rate: in the first one, the visitor stays on the website for less than 5 seconds, and in the second one, the website visitor looks at only one webpage and does not go to deeper website levels. The bounce rate is calculated as the ratio of the number of visitors to individual pages who left the website within 5 seconds to the total number of visitors. For example, if there are 3,000 visitors to a website who were only on the site for a few seconds, and the total number of visitors is 10,000, then the bounce rate is 30%.
E-commerce companies pursue the goal of minimizing the bounce rate and motivating visitors to stay longer, thereby increasing the likelihood of a purchase. Observing the development of the bounce rate over a certain period of time provides many clues about the attractiveness of the online offer and its optimization.
If the bounce rate is high, visitors are more likely to leave the website than if it is low. A high bounce rate can be interpreted as meaning that the content is not relevant to the visitors and thus the marketing strategy does not have the desired effectiveness. The lower the bounce rate, the more effective the website. Bounce rates of 70% and more are considered high and not very efficient.