Understanding a Good Bounce Rate for a Landing Page

What is a landing page bounce rate?

A landing page bounce rate is one of the key landing page metrics that shows how engaged your landing page visitors are. 

Google defines the engaged landing page visitors as those who spend more than 10 seconds on the page they landed, AND then convert OR visit another landing page. 

Conversely, the unengaged (bounced) landing page visitors are those who spend less than 10 seconds on the page they landed, AND then leave it without converting OR visiting any other pages.

Here are a few real-life examples:

• Example #1: A visitor lands on a page, spends more than 15 seconds on it, neither converts, nor visits other pages - this is NOT an (unengaged) bounced user.
• Examples #2: A visitor lands on a page, spends less than 10 seconds on it, but manages to convert or visit other pages - this is NOT an (unengaged) bounced user.
• Example #3: A visitor lands on a page, spends less than 10 seconds on it, and leaves without converting or visiting any other pages - this IS an unengaged (bounced user).

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What is a good landing page bounce rate? 

Post-click landing pages usually demonstrate a higher bounce rate than regular website pages. 

• Between 0 and 15 percent - practically unachievable
• Between 15 and 30 percent -  out-of-this-world (you should ask for a raise, seriously)
• Between 30 and 45 percent - great
• Between 45 and 65 percent - good
• Between 65 and 75 percent - average
• Between 75 and 90 percent - below average
• Above 90 percent - poor 

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How to calculate landing page bounce rate? 

Landing page bounce is the percentage of unengaged (bounced) visitors in the total number of landing page visitors. In order to calculate landing page bounce rate, you need to divide the number of unengaged visitors (landing page visitors that spend less than 10 seconds on your page, and then leave it without converting or visiting any other pages) by the total number of landing page visitors.

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How is the bounce rate of a post-click landing page different from the bounce rate of a regular website or blog page?

If you’re building your post-click landing pages according to landing page best practices, you’re eliminating the escape paths (links to other pages) to focus visitors’ attention on the call-to-action. You’re also providing just enough content for the visitor to convert on your page instead of creating content-heavy and SEO-optimized website pages. 

Don’t get too upset if your post-click landing pages demonstrate a higher bounce rate than your website pages. As long as you’re looking at your landing page analytics, you’re doing the right thing.