Understanding Bounce Rate

Bounce rate is one of the most important metrics for understanding user engagement with your campaigns or website pages. It helps you gauge the initial relevance and appeal of your content to visitors.

Bounce rate represents the percentage of visitors who navigate away from your site or landing page after viewing only one page, without taking any further action (like clicking a link, filling out a form, or making a purchase). It's expressed as a percentage from 0% to 100%.

A high bounce rate often indicates that the page content wasn't relevant, the user experience was poor, or the page didn't effectively encourage further interaction. Essentially, it reflects the quality and relevance of the generated traffic for that specific page.

Email Bounce Rate

In email marketing, bounce rate refers to messages that could not be successfully delivered:

• Hard Bounces: Permanent delivery failures (invalid email, blocked domain). Remove these contacts.
• Soft Bounces: Temporary issues (full inbox, server problem). May resolve later.

How Bounce Rate is Calculated

In our platform, for emails:

For web pages:

What is a Good Bounce Rate?

Rates vary, but here are general guidelines:

• Email Campaigns: Below 2% is healthy; above 5% indicates issues.
• Landing Pages: 26-40% average; 56-70% high.
• E-commerce Sites: 20-45% typical.
• B2B Sites: 25-55% common.
• Blog Pages: 65-90% can be normal (single article consumption).

How to Check Your Bounce Rate

Access your metrics:

1. Log into your dashboard
2. Navigate to Analytics → Campaign Performance
3. Select the campaign/time period
4. View bounce rate in email or traffic sections

Generate detailed reports via Reports → Email Delivery → Bounce Analysis.

Strategies to Improve Bounce Rate

For Email Campaigns:

• Clean your list regularly: Remove hard bounces/inactive subscribers.
• Use double opt-in: Confirm subscriber interest.
• Authenticate emails: Implement SPF, DKIM, DMARC.
• Warm up new IPs: Gradually increase send volume.
• Monitor sender reputation: Check blacklist status.

For Web and Landing Pages:

• Improve page load speed: Optimize images, use caching.
• Optimize for mobile: Ensure responsive design.
• Create compelling content: Clear value proposition, engaging copy.
• Use clear CTAs: Make next steps obvious.
• Ensure ad relevance: Match ad message to landing page.
• Reduce distractions: Limit competing links/visual clutter.

A high bounce rate isn't always bad. Consider these factors:

• Content purpose: Informational pages (blogs, contact) naturally have higher rates than e-commerce pages.
• Traffic source: Social media traffic often bounces more than organic search traffic.
• User intent: If a user finds what they need quickly (e.g., a phone number), a bounce is acceptable.
• Campaign objectives: Less critical for brand awareness than for conversion campaigns.
• Impact on Traffic Value: High rates can harm SEO over time and reduce paid campaign ROI.