Bounce rate (Abandonment Rate) is the percentage of people who arrive on your site and leave without visiting a second page (‘Bounce Rate is the percentage of single-page sessions’ by Google). More importantly, Bounce Rate was designed to tell you if you have the right audience coming to your pages and if you are meeting their expectations, how sticky the website is and are the visitors hanging around, or bouncing right off the website.
If 100 visitors enter the website on specific page and 40 continued to a second page, the bounce rate is 60% as 60 out of the 100 exited straight after entering. Depending on the website, an average bounce rate is usually around 40% – 50%, over 50% is seen as high bounce rate and less than 40% is very good bounce rate.
The bounce rate depends on a number of factors, such as the type of traffic it’s attracting, the traffic sources, the landing page, the website design and layout, the website’s speed, clarity and usability.