What is Bounce Rate?

What Is Bounce Rate? The Complete Guide to Understanding, Analyzing, and Optimizing Web Engagement

Introduction to Web Engagement Metrics

Understanding how visitors interact with your website is fundamental to digital marketing, user experience design, and conversion rate optimization. When a user lands on a web page, their behavior sends immediate signals about whether the page met their expectations, provided the necessary information, or delivered an intuitive path forward. Among the dozens of analytics metrics available today, few generate as much discussion, misunderstanding, and debate as bounce rate.

Digital marketers, SEO specialists, content creators, and business owners routinely monitor bounce rate to assess content quality and landing page performance. However, evaluating this metric requires context. A high percentage of single-page visits can signal severe usability issues, slow loading speeds, or mismatched search intent. Conversely, on certain types of content, that same high percentage simply indicates that a visitor quickly found the exact answer they needed and moved on satisfied.

To use bounce rate effectively, you must look beyond the raw percentage. You need to understand how analytics platforms measure single-page sessions, how modern tracking tools like Google Analytics 4 have redefined the metric, and how bounce rate interacts with overall user engagement. This comprehensive guide covers the core mechanics of bounce rate, its calculation, key differences from exit rate, industry benchmarks, GA4 dynamics, and actionable strategies to optimize your website for long-term growth.

What Is Bounce Rate?

At its most fundamental level, bounce rate measures the percentage of all sessions on your website in which users viewed only a single page and triggered no further requests to the analytics server. When someone arrives at your site—whether through an organic search result, a paid advertisement, a social media post, or a direct link—and leaves without navigating to a second page or performing a tracked interactive event, that session is recorded as a bounce.

To fully grasp the practical reality of a bounce, it helps to distinguish between a visitor simply leaving a page and a visitor failing to engage with your site. In legacy web analytics frameworks, a bounce occurred strictly based on pageviews. If a user landed on a blog post, read every single word for ten minutes, and then closed the browser tab, that visit counted as a bounce because only one pageview was recorded. No second page request occurred to inform the server that the session had extended beyond the entry screen.

In modern analytics, a bounced session is defined more accurately as a non-engaged session. An engaged visit occurs when a user views multiple pages, completes a conversion action, or stays on a single page for longer than a specified threshold (typically ten seconds). Therefore, a bounce represents a session where a visitor arrived, took no meaningful action, triggered no secondary engagement events, and exited from the same page they entered.

Bounced vs. Engaged Visits

Consider two real-world examples. In the first scenario, a user searches for “best running shoes for flat feet,” clicks your article link, waits four seconds for a broken layout to load, and immediately clicks the browser’s back button. That is a clear, unengaged bounce driven by poor user experience.

In the second scenario, a shopper lands on an e-commerce product page via a targeted search ad. They read the product description, view three image galleries, scroll through customer reviews, and click “Add to Cart.” Because the cart interaction triggers an event request or routes to a checkout screen, this visit becomes an engaged, non-bounced session.

How Is Bounce Rate Calculated?

The mathematical formula for calculating bounce rate is straightforward. It divides the total number of single-page sessions by the total number of overall entry sessions for a given page or site within a specific timeframe, expressed as a percentage.

The Standard Bounce Rate Formula

The mathematical expression for a traditional bounce rate is:

Bounce Rate = (Total Single-Page Sessions / Total Entry Sessions) * 100

Where:

• Total Single-Page Sessions represents visits where the user landed on a page and departed without triggering additional tracking requests.

• Total Entry Sessions represents all visits that originated on that specific page during the measured timeframe.

Step-by-Step Calculation Example

To see how this works in practice, imagine a specialized landing page for a software service over the course of a single week:

1. Total Entry Sessions: 5,000 visitors land directly on the landing page.

2. Multi-Page / Engaged Sessions: 3,200 of those visitors click through to pricing pages, sign-up forms, or feature summaries.

3. Single-Page Sessions: 1,800 visitors leave the website directly from the landing page without taking any further tracked action.

Using the calculation formula:

Bounce Rate = (1,800 / 5,000) * 100 = 36%

In this scenario, the landing page exhibits a 36% bounce rate, meaning that 36 out of every 100 visitors left without taking further tracked steps.

Sessions vs. Users

When analyzing bounce rate calculations, you must maintain a clear distinction between sessions and users:

• A User represents a unique individual visiting your website (identified via cookies or client IDs).

• A Session represents a single visit or time-bound period of activity by that user.

If a single user visits your blog on Monday morning, reads one post, and exits without clicking anything, that individual creates 1 user, 1 session, and 1 bounce. If that same user returns on Tuesday through a link in an email newsletter, clicks through three distinct pages, and buys a product, they generate 1 additional session and 0 bounces. Across both days, that single user generated 2 total sessions, 1 single-page session, and an overall bounce rate of 50%. Analytics platforms calculate bounce rates based on total sessions rather than total individual users.

Bounce Rate vs. Exit Rate

Digital marketers often confuse bounce rate with exit rate. While both metrics measure visitors leaving your website, they analyze different aspects of the user journey and serve different diagnostic purposes.

Key Conceptual Differences

• Bounce Rate applies exclusively to the first page a user sees during a visit (the landing or entry page). It measures the percentage of sessions where that entry page was also the only page viewed during the entire session.

• Exit Rate applies to every page across your website. It measures the percentage of visits to a specific page that were the last page in a session, regardless of how many prior pages the user visited before arriving there.

Every bounce is technically an exit, but not every exit is a bounce. A bounce can only occur on a visitor’s landing page. An exit can occur on any page across your site—whether it was the second, fifth, or tenth page viewed in that session.

Comparing Bounce Rate and Exit Rate

Illustrative Scenario: Multi-Page User Journeys

To understand how a single page can feature a high exit rate without a high bounce rate, follow these three distinct user sessions on an online retail store:

• Session A: User enters on Page 1 (Home), navigates to Page 2 (Category), navigates to Page 3 (Product), and exits the site.

• Session B: User enters on Page 3 (Product) and exits the site immediately.

• Session C: User enters on Page 1 (Home), navigates to Page 3 (Product), navigates to Page 4 (Checkout), and exits the site.

Let’s calculate the metrics specifically for Page 3 (Product) across these sessions:

• Entrances on Page 3: 1 (Session B)

• Single-Page Visits on Page 3: 1 (Session B)

• Bounce Rate for Page 3: 100% (1 single-page session / 1 entrance)

• Total Pageviews for Page 3: 3 (Sessions A, B, and C)

• Total Exits from Page 3: 1 (Session A)

• Exit Rate for Page 3: 33.3% (1 exit / 3 total pageviews)

In this scenario, Page 3 had a 100% bounce rate for visitors who landed on it directly, but an exit rate of only 33.3% across all visitors who interacted with it.

When to Use Each Metric

Use bounce rate when evaluating campaign performance, landing page design, search intent match, or ad targeting effectiveness. If users land on an advertising page and leave instantly, your acquisition channel or hero section needs attention.

Use exit rate when analyzing user drop-off across multi-step funnels, such as e-commerce checkout flows, multi-stage registration forms, or onboarding sequences. A high exit rate on step two of a three-step checkout form points directly to technical errors, hidden shipping costs, or field usability issues.

What Does a High Bounce Rate Mean?

A high bounce rate indicates that a large percentage of visitors left your site immediately after viewing their entry page. While site owners often interpret high bounce rates as an alarming signal, the actual business implications depend heavily on page context and intent.

Potential Negative Causes of a High Bounce Rate

In many instances, a high bounce rate points directly to problems with technical performance, design, or content alignment:

• Mismatched Search Intent: The content on the page does not answer the query or promise made in the search snippet, ad headline, or referral link.

• Slow Page Loading Speed: If a page takes several seconds to render, visitors leave before reviewing the content.

• Subpar Mobile Experience: Non-responsive layouts, tiny buttons, or horizontal scrolling force mobile visitors to leave immediately.

• Poor Content Readability: Massive walls of unformatted text, microscopic fonts, or poor color contrast drive users away.

• Intrusive User Interface Elements: Immediate full-screen pop-ups, auto-playing video ads, or aggressive email sign-up overlays alienate users before they begin reading.

• Technical Errors: Broken scripts, 404 error pages, server timeouts, or database failure pages cause instant bounces.

• Lacking Internal Links or CTAs: The page presents no obvious next steps, related articles, or calls to action to guide users deeper into the site.

When a High Bounce Rate Is Acceptable (or Good)

A high bounce rate is not universally bad. On specific types of pages, high bounce rates reflect successful user interactions:

• Informational Blog Posts: A visitor searches for a specific technical definition, lands on your blog, reads the explanation, gains the required information, and leaves completely satisfied.

• Contact Pages: A customer looks for your phone number, address, or operating hours, lands on your contact page, notes the details, and closes the browser.

• Customer Support Articles: A user needs a quick resolution for an error code, finds the solution in a step-by-step help article, resolves their problem, and exits.

• Single-Page Websites or Event Pages: A user lands on an event invitation page, reads the time and venue, registers, and departs.

Context dictates whether a high bounce rate requires intervention. Always evaluate bounce metrics alongside average time on page and conversion performance.

What Does a Low Bounce Rate Mean?

A low bounce rate indicates that most visitors who land on a page continue their session by clicking through to additional pages or triggering tracked engagement events. In most web strategies, lower bounce rates correlate with strong initial engagement.

Positive Indicators of a Low Bounce Rate

• Compelling Content and Copy: The page captures attention immediately, matches user expectations, and encourages further reading.

• Intuitive Site Navigation: Clear menus, logical category structures, and prominent search bars help users explore related pages easily.

• Strategic Internal Linking: Related posts, inline hyperlinking, and suggested resource blocks guide readers seamlessly through related content.

• Effective Calls to Action: Clear CTAs prompt users to browse catalog items, view pricing tables, or access resource libraries.

Why Lower Is Not Always Better

While a low bounce rate generally sounds positive, an unnaturally low percentage (such as under 10% to 15%) usually points to tracking errors rather than exceptional engagement:

• Duplicate Analytics Tracking Scripts: If your analytics tag is pasted twice in your source code, a single page load sends two distinct pageview calls to the server. The platform interprets this second automated call as secondary engagement, driving the recorded bounce rate down to zero.

• Misconfigured Event Tracking: Setting automatic events—such as page scroll tracking, pop-up displays, or video auto-plays—to trigger as interaction events immediately marks every visitor as engaged the second the script fires.

• Redirect Loops and Iframe Issues: Third-party widgets or automated redirect scripts loaded inside iframes can trigger false interaction signals.

A healthy, authentic bounce rate rarely drops below 20%. If your reports show single-digit bounce metrics across high-volume pages, verify your technical analytics implementation before celebrating user engagement.

What Is a Good Bounce Rate?

There is no single universal baseline for a good bounce rate. Ideal performance varies across industries, page types, traffic channels, and device types.

Average Bounce Rates by Industry and Page Type

The following benchmark ranges represent typical standard averages across major digital sectors:

Key Factors Influencing Benchmarks

Page Intent and Structure

A product page on an e-commerce site should feature a lower bounce rate (25%–40%) because visitors are meant to click into cart systems, category filters, and checkout workflows. Conversely, a technical blog post or news update naturally trends higher (65%–85%) because visitors typically seek a single answer before exiting.

Traffic Sources

Bounce rates vary dramatically depending on visitor origin:

• Direct Traffic: Highly engaged visitors who already know your brand; typically displays lower bounce rates.

• Organic Search: Users seeking specific answers; exhibits medium bounce rates depending on search intent alignment.

• Referral Traffic: Visitors from partner sites or press mentions; varies based on link context.

• Paid Search (SEM): Targeted high-intent visitors; should display lower bounce rates if landing pages align with ad copy.

• Social Media & Display Ads: Users browsing casually who were interrupted by an ad; routinely displays high bounce rates (70%–90%).

Device Types

Mobile device users display higher bounce rates than desktop users due to smaller screens, varying network connections, and on-the-go browsing context. A mobile bounce rate that runs 5% to 15% higher than desktop performance is standard, but wider gaps indicate responsive design issues.

Comparing Against Your Historical Baseline

Rather than benchmarking your website against broad industry averages, measure performance against your own historical baseline. A landing page that drops its bounce rate from 65% to 50% through iterative optimization represents a clear victory, regardless of broader industry standards.

Bounce Rate in Google Analytics 4 (GA4)

The transition from Universal Analytics (UA) to Google Analytics 4 (GA4) fundamentally changed how web metrics are defined and calculated.

The Shift from Universal Analytics to GA4

In legacy Universal Analytics, bounce rate was a default metric based entirely on pageviews. A session bounced if it contained only one pageview call, regardless of how long the user spent on that page or how deeply they read the content.

GA4 shifted focus toward Engagement Rate. Rather than treating single-page visits as inherently negative, GA4 prioritizes measuring whether a user actually interacted with your page. In GA4, Bounce Rate is explicitly defined as the mathematical inverse of Engagement Rate.

GA4 Bounce Rate = 100% – Engagement Rate

What Defines an Engaged Session in GA4?

In GA4, a session is marked as an Engaged Session if the visitor satisfies at least one of the following conditions:

1. Duration: The user stays on the page for 10 seconds or longer (this threshold can be customized up to 60 seconds within data stream settings).

2. Conversions: The user completes a designated conversion event (such as a form submit, download, or purchase).

3. Pageviews: The user views 2 or more pages during the session.

If a visitor lands on your blog post, reads for 45 seconds, and exits without clicking another page, legacy Universal Analytics recorded that visit as a 100% Bounce. GA4 records that visit as an Engaged Session, contributing to a 0% Bounce for that session. This change makes GA4 bounce rates significantly more accurate for content-heavy sites.

Universal Analytics vs. Google Analytics 4

How to Find and Enable Bounce Rate in GA4

Bounce Rate is not included in standard GA4 detail reports by default. To add it to your reporting interfaces, follow these administrative steps:

1. Log into your Google Analytics account and navigate to Reports.

2. Select the report you wish to modify (for example, Pages and screens or Traffic acquisition).

3. Click the Customize report icon (represented by a pencil symbol in the top right corner).

4. Select Metrics under the Report Data navigation column.

5. Click Add metric at the bottom of the metric list.

6. Type Bounce Rate into the search field and select it.

7. Click Apply, then save the updated layout by selecting Save changes to current report.

Common Reasons for a High Bounce Rate

Identifying the underlying causes of elevated bounce rates requires systematic evaluation across technical, design, and content layers.

Slow Page Loading Speeds

Core Web Vitals research consistently demonstrates that as page load times increase from 1 to 3 seconds, the probability of a bounce increases by over 30%. Modern users demand near-instant loading. Large uncompressed images, bloated JavaScript bundles, unoptimized server response times, and render-blocking resources frustrate visitors, forcing them off the page before content renders.

Search Intent Mismatch

If a user searches for “affordable accounting software for small businesses” and lands on an enterprise-level sales page with high price points, they exit instantly. When page title tags, meta descriptions, or ad headlines promise information that the landing page fails to deliver, visitors leave immediately.

Weak Above-the-Fold Visual Hierarchy

When visitors arrive on a landing page, they form an initial impression within milliseconds. If the space above the fold is cluttered, dominated by generic stock images, or obscured by oversized headers that push main content down, visitors struggle to find what they need and bounce.

Poor Mobile Usability

Mobile screens offer limited visual real estate. Fixed navigation bars that cover half the screen, horizontal scrolling issues, tiny tap targets, unreadable typography, or broken touch controls guarantee immediate bounces from mobile visitors.

Intrusive Pop-ups, Overlays, and Ads

Interruptive user experiences drive users away quickly. Aggressive full-screen newsletter sign-ups, cookie consent banners that block interactions, automated audio ads, and sticky promotional banners create immediate friction, prompting visitors to abandon the site.

Complex and Unreadable Typography

Typography directly impacts content consumption. Text blocks formatted as unbroken walls, low contrast text (such as light gray text on a white background), small font sizes, or overly stylized display fonts create eye strain, discouraging users from engaging with the content.

Missing Next Steps or Calls to Action

Even engaged visitors leave if a page fails to offer logical next steps. When an informative article ends abruptly without links to related articles, suggested reading blocks, product recommendations, or clear subscription CTAs, visitors exit by default.

Technical Errors and Broken Layouts

Broken links, failing database queries, invalid SSL security certificates, missing image assets, and 404 pages cause immediate bounces. If a site appears unsecure or broken, trust vanishes instantly.

How to Reduce Bounce Rate

Optimizing bounce rates requires systematically removing user experience friction, enhancing content quality, and refining technical performance.

Optimize Technical Page Performance

Systematic performance optimization improves both user retention and search engine visibility:

• Compress Image Assets: Convert legacy PNG or JPEG files into modern WebP or AVIF formats, ensuring correct dimensions for various screen sizes.

• Implement Lazy Loading: Configure non-critical images and video embeds to load only as users scroll down the page.

• Minify and Defer Scripts: Eliminate render-blocking CSS and JavaScript files to ensure primary text content renders instantly.

• Leverage Browser Caching and CDNs: Utilize Content Delivery Networks (CDNs) to serve cached static assets from servers physically closer to the user.

Match Content Strictly to Search Intent

Ensure landing pages deliver exactly what headlines, meta tags, and advertising campaigns promise:

• Align page copy directly with the primary keyword and search intent.

• State the main topic, solution, or offer immediately in the main header and opening lines.

• Avoid clickbait titles that misrepresent the actual page content.

Optimize Above-the-Fold Content

Ensure the visible entry screen establishes immediate value:

• Write a compelling main header that clearly explains what the page offers.

• Place a clear supporting subheadline and primary Call to Action (CTA) above the fold line.

• Keep key content accessible without forcing users to clear multiple pop-up overlays immediately upon arrival.

Enhance Content Readability and Scanning Layout

Structure content so users can process key information quickly:

• Break up long prose using logical subheadings.

• Use bulleted lists, short paragraphs (2 to 3 sentences), and bold formatting for key terms.

• Implement high-contrast typography using readable font sizes (16px or larger for body text).

Implement Strategic Internal Linking

Guide visitors naturally to secondary pages across your site:

• Insert contextual internal links within body paragraphs pointing toward relevant topics.

• Add “Related Reading” or “Recommended Products” modules at logical breakpoints within content.

• Ensure internal link anchor text clearly describes the target destination.

Design for Mobile-First Usability

Test your site thoroughly across varied screen resolutions:

• Ensure interactive buttons and links feature tap targets at least 48×48 pixels.

• Eliminate horizontal layout overflow.

• Simplify mobile navigation menus so users can reach core site sections easily.

Refine User Interface Overlay Rules

Reduce intrusive elements that interrupt user flow:

• Delay promotional pop-ups until visitors spend significant time on page or display exit intent.

• Ensure close buttons on modal windows are large, clear, and easy to tap on all screen sizes.

• Use non-intrusive banner overlays instead of full-screen blocking modals.

How to Analyze Bounce Rate Properly

Looking at site-wide average bounce rates provides little actionable insight. A site-wide bounce rate of 50% tells you very little about individual page performance or user behavior. To extract actionable analytics intelligence, you must segment your data across key dimensions.

Critical Data Segmentations for Bounce Analysis

Analyze by Landing Page

Group pages by functional type before drawing conclusions:

• Homepage: Expect a lower bounce rate (20%–40%); visitors should use homepages to navigate to specific subpages.

• Product Pages: Expect low-to-medium bounce rates (25%–45%); users should proceed toward cart/checkout steps.

• Blog Posts: Expect higher bounce rates (65%–85%); visitors often leave after finding their answer.

Analyze by Traffic Channel

Evaluate how different audience acquisition channels perform:

• High bounce rates on Paid Search (PPC) indicate poor ad-to-landing-page messaging alignment, wasting advertising spend.

• High bounce rates on Organic Search point to search intent mismatches or page performance issues.

• High bounce rates on Email Campaigns suggest newsletter links landed on incorrect destination pages.

Analyze by Device Category

Compare bounce rates between Desktop, Mobile, and Tablet users. If mobile visitors bounce at 75% while desktop visitors bounce at 35%, focus immediately on mobile responsive design, site speed, and tap-target usability.

Analyze by New vs. Returning Visitors

New visitors naturally bounce at higher rates because they are unfamiliar with your brand. Returning visitors should display lower bounce rates and higher engagement levels. If returning visitors bounce heavily, site navigation or content updates need attention.

Bounce Rate and SEO: Does It Affect Rankings?

A persistent misconception in search engine optimization is that Google uses Google Analytics bounce rate directly as an algorithmic ranking factor.

The Misconception vs. Reality

Google does not use Google Analytics bounce rate to calculate search rankings.

Google representatives have confirmed this repeatedly. Using Google Analytics data as a direct ranking factor would be problematic:

1. Data Incompleteness: Millions of websites do not run Google Analytics, making it impossible to apply across all indexed web pages.

2. Context Variance: A high bounce rate on an informational page often signifies that the user found their answer quickly—a positive user outcome.

3. Data Integrity: Analytics tracking codes can be manipulated, broken, or misconfigured easily, making them unreliable for search engine ranking algorithms.

How Related User Experience Signals Impact SEO

While Google Analytics bounce rate is not a direct ranking score, the underlying user behaviors that cause high bounce rates directly impact organic search visibility:

• Pogo-Sticking: When a searcher clicks a top result, finds the page unhelpful or slow, exits back to search results within seconds, and clicks a competitor link, search engines notice this behavior. Frequent pogo-sticking indicates that your page failed to satisfy search intent.

• Core Web Vitals: Google uses technical performance metrics—such as Largest Contentful Paint (LCP), Interaction to Next Paint (INP), and Cumulative Layout Shift (CLS)—as direct ranking signals. Poor scores in these areas drive up bounce rates while hurting search rankings directly.

• User Engagement and Retention: High-quality, engaging content earns backlinks, social shares, and brand searches over time—all of which build domain authority and organic visibility.

Focus on creating helpful, fast, and intent-focused pages. Optimizing for real user satisfaction naturally improves search engine performance while reducing unnecessary bounces.

Final Takeaway

Bounce rate remains one of the most useful diagnostic metrics in web analytics when interpreted with appropriate context. Rather than treating it as a primary measure of overall success, use bounce rate to spot usability friction, evaluate traffic acquisition quality, and guide page-level optimizations.

Core Summary Table

Strategic Next Steps

1. Audit Analytics Tracking: Ensure your GA4 installation is free of duplicate scripts or false interaction events.

2. Segment Performance Data: Evaluate bounce rates by landing page type, device category, and traffic channel rather than relying on site-wide averages.

3. Optimize Technical Speeds: Fix Core Web Vitals to prevent visitors from leaving due to slow page load times.

4. Align Content with Search Intent: Ensure your headlines and introductory content match visitor expectations immediately.

5. Guide the User Journey: Place clear CTAs, readable typography, and strategic internal links to help visitors explore your site.

Frequently Asked Questions About Bounce Rate

What is a good bounce rate for a blog or informational website?

A good bounce rate for a blog or informational resource typically falls between 65% and 85%. Unlike e-commerce product pages, blog posts often serve visitors who seek a specific answer to a query. Once they read the content and satisfy their search intent, they frequently exit without clicking to a second page. In Google Analytics 4 (GA4), as long as the visitor spends more than 10 seconds reading your content, GA4 counts the session as an engaged visit rather than an unengaged bounce.

Why is my bounce rate so high on landing pages?

A high bounce rate on landing pages usually stems from a mismatch between search intent and page content, slow page load speeds, intrusive pop-up ads, or poor mobile responsiveness. If users land on your page expecting a quick answer or specific pricing information and encounter slow loading, unreadable text, or hard-to-find details, they will exit immediately. To fix a high landing page bounce rate, optimize your Core Web Vitals, make your main value proposition visible above the fold, and add clear, compelling calls to action (CTAs).

How is bounce rate calculated in Google Analytics 4 vs Universal Analytics?

In legacy Universal Analytics (UA), bounce rate was calculated strictly based on pageviews—any single-page session was recorded as a bounce regardless of how long the user spent on the page. In Google Analytics 4 (GA4), bounce rate is calculated as the exact inverse of Engagement Rate (100% – Engagement Rate). A session is only counted as a bounce in GA4 if the visitor views only one page, stays for less than 10 seconds, and triggers no conversion or interaction events.

Does a high bounce rate hurt your Google SEO rankings directly?

No, Google Analytics bounce rate is not a direct ranking factor for Google SEO. Google does not use your website’s analytics data to calculate search rankings because analytics data can be easily misconfigured, incomplete, or manipulated. However, the underlying user experience issues that cause a high bounce rate—such as slow loading times, poor mobile usability, or failing to answer user search intent—can lead to “pogo-sticking” (users bouncing back to Google search results), which negatively impacts organic search visibility over time.

How can I lower my bounce rate on mobile devices?

To reduce mobile bounce rates, focus on mobile-first user experience design. Ensure your page loads in under 3 seconds on mobile networks, remove full-screen intrusive overlays or pop-ups that block the screen, convert heavy image files to modern WebP formats, make navigation menus easy to tap, and ensure font sizes and button targets (at least 48×48 pixels) are comfortable for mobile browsing.

What is the difference between bounce rate and exit rate in web analytics?

Bounce rate measures the percentage of sessions where a user landed on a specific entry page and left without viewing any other pages. Exit rate measures the percentage of views on a specific page that were the last page in a multi-page session. Bounce rate applies exclusively to landing pages, while exit rate applies to every page across your website to help identify where users drop out of multi-step conversion funnels.