What is Bounce Rate?
The percentage of visitors who leave a page without taking any action.
Definition
Bounce rate measures the percentage of visitors who land on a page and leave without clicking, scrolling meaningfully, or converting. A high bounce rate (above 70%) typically signals a disconnect between ad creative and landing page — the visitor expected something different from what they saw. Reducing bounce rate involves matching landing page headlines to ad copy, improving page load speed, and placing the key value proposition above the fold.
Example
A brand's landing page has an 82% bounce rate. After matching the headline to their ad copy and adding the same product image from the ad above the fold, bounce rate drops to 55%.
Related Terms
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