Bounce Rate

Bounce rate is the proportion of users visiting a website who view only the first page and leave without moving on to any other page. The higher the bounce rate, the more likely it is that the site is not providing the information users are looking for, or that there is a problem with the quality of the page.

On QR code landing pages, bounce rate is a particularly important metric. Users have gone to the trouble of taking out their smartphone and scanning the QR code, so they arrive at the page with high expectations. If those expectations are not met, they leave immediately. When the bounce rate via QR codes exceeds 70%, problems are suspected, such as a gap between what the CTA promised and what the landing page contains, slow page loading, or a lack of mobile optimization.

Effective ways to improve bounce rate are placing the most important information and the CTA above the fold, getting the page to load within 3 seconds, reliably delivering the value promised in the CTA, and making the path to the next action clear.