Bounce Rate (Web)

The web bounce rate indicates how many visitors of a website leave immediately without opening another page or interacting with the page. It is often confused with bounce rate in email marketing but describes something fundamentally different, namely the behaviour on the website itself.

What values are typical

What is acceptable depends heavily on the page type. Blog posts often have bounce rates between 70 and 90 percent because readers finish the article and leave. Web shops usually sit between 20 and 40 percent because visitors browse multiple products. Landing pages range between 60 and 80 percent.

What a high bounce rate can reveal

An unusually high bounce rate can point to slow load times, poor mobile display, irrelevant content or a weak match between ad promise and page content. But it is not automatically negative because sometimes the visitor simply found the information and therefore left.

Bounce rates in JD Partner

In JD Partner reporting, bounce rates are captured per landing page and evaluated per creative. This makes it possible to spot if a creative drives many clicks but recipients leave the landing page immediately. Such gaps in the funnel can be closed in a targeted way.