What is Bounce Rate?

A "bounce" occurs when a visitor arrives on a page and exits without any interaction. In Google Analytics 4, the definition has evolved slightly: a bounce is now a session that is not an "engaged session," meaning the visitor spent less than 10 seconds, had no conversion events, and viewed fewer than 2 pages. This updated definition is more forgiving than the old Universal Analytics version, so GA4 bounce rates tend to be lower than what you may have seen historically.

Bounce rate varies dramatically by page type and traffic source. A homepage might have a 40-60% bounce rate, while a blog post could see 70-90%. Product pages on well-optimized e-commerce stores typically fall between 20-45%. Traffic from paid social ads often bounces at higher rates than organic search traffic because the intent is different.

A high bounce rate is not always bad. If a visitor lands on a blog post, reads the entire article, and leaves satisfied, that is technically a bounce but represents a positive user experience. Context matters. However, if product pages have high bounce rates, it usually signals a problem: slow load times, mismatched expectations from the ad or search result, poor mobile experience, lack of trust signals, or unappealing product presentation.

Reducing bounce rate on product pages often comes down to ensuring the page delivers on the promise that brought the visitor there. The product should be clearly presented, the price visible, reviews accessible, and the path to purchase obvious. Loading speed is also a major factor: every additional second of load time increases bounce probability significantly.