Bounce Rate – What is bounce rate?

The bounce rate or Bounce Rate  is the percentage of users who leave a web page without taking any action on it or continuing to browse the site.

Measure bounce rate with Google Analytics


Google Analytics is one of the most popular measurement tools for measuring website metrics. By default, it understands the bounce rate as the user who leaves a page without continuing to browse the site or without interacting with it. However, this can cause some problems. If it is the last page you visit, you cannot measure the time spent on the website, since you can only calculate it based on another interaction with the same site. Therefore, it is advisable to include an estimated time in the bounce rate configuration in Analytics, which is usually set to 30 seconds (depending on the type of site we are analyzing). 


How to reduce the bounce rate of a website

There are some practices that we can apply to reduce the bounce rate of our website:

  • Improve site usability and design

  • Slow down loading speed

  • Try to reach an audience related to our content

  • Generate quality content with a certain length

The bounce rate in Email Marketing 

When we talk about Email Marketing, with bounce rate we refer to those emails sent that have not been delivered to the recipient. This can occur in two different cases:

  • Soft Bounce:  It is a temporary non-delivery due to some type of server failure or the recipient’s inbox being full, for example.

  • Hard Bounce:  It is a permanent non-delivery because the email address is not valid for some reason.

How to reduce the bounce rate in Email Marketing

Having a high email marketing bounce rate can cause your emails to end up in the spam folder . To prevent this rate from being high, you can follow the following tips:  

  • Clear inactive user lists

  • Keep lists up to date

  • Do not send to very old lists

  • Segment your lists