The bounce rate is a performance indicator that measures the percentage of visitors who land on a page of your site and leave without further interaction (without visiting other pages or taking any actions).
What’s the difference from the exit rate? The exit rate, on the other hand, represents the percentage of visitors who leave your site after visiting a specific page. While the bounce rate focuses on the first interaction, the exit rate helps you identify the pages from which visitors exit. Note that a high exit rate on a thank-you page after a donation is normal and not a concern.
A high bounce rate may indicate that visitors didn’t find what they were looking for or that the user experience needs improvement. This could also be due to poorly optimized landing pages or unengaging calls to action. On the other hand, a low bounce rate is a sign that visitors are interested in your content and are exploring multiple pages on your site. This is exactly what you want: engaged visitors ready to learn more about your mission and actions.
The bounce rate is more than just a number: it reflects the level of engagement visitors have with your site. By tracking the right data, you uncover a wealth of indicators that can propel your nonprofit to new heights.