Bounce rate measures the percentage of website visitors who leave after viewing only one page. In B2B contexts, it’s a key indicator of landing page relevance, content engagement, and overall user experience.
A high bounce rate can suggest misaligned messaging, poor load speed, or insufficient calls to action. However, interpretation depends on intent; certain content types (like blogs or contact pages) naturally yield higher bounce rates.
Optimising bounce rate involves improving on-page experience, strengthening internal linking, and aligning inbound traffic sources with visitor expectations. When analysed alongside metrics like time on page and conversion rate, it provides a fuller picture of content performance.
