Glossary
Engagement & Communication

Bounce Rate

By: Alec Hollingsworth
Updated:  
July 16, 2025

Definition:

Bounce rate is the percentage of visitors who leave a webpage without taking any action or navigating to another page.
Bounce rate measures the percentage of visitors who land on a website page and leave without taking any further action, such as clicking a link, filling out a form, or navigating to another page. In the nonprofit sector, a high bounce rate can indicate that website content is not engaging or relevant enough to prompt visitors to interact further. This metric is especially important for organizations tracking the effectiveness of their donation pages, event registrations, or volunteer sign-up forms. By monitoring bounce rate, nonprofits can identify areas for improvement and optimize their website to better capture visitors’ interest and increase conversions.

Key Takeaways

  • Bounce rate measures website engagement.
  • High bounce rates may indicate unengaging content or poor user experience.
  • Lowering bounce rate can improve conversions, such as donations or sign-ups.
  • Regular analysis helps optimize web pages.

Why It Matters

Bounce rate helps nonprofits gauge the effectiveness of their website in engaging visitors and prompting desired actions.

Real World Example

A nonprofit launches a new campaign landing page and notices a bounce rate of 75%. Upon reviewing the page, they discover that the content is too lengthy and the donation button is hard to find. By streamlining the text, adding clear calls to action, and making the donation button prominent, the bounce rate drops to 40%. As a result, more visitors stay on the page and complete donations, directly improving the campaign’s success.

Frequently Asked Questions

What is a good bounce rate for a nonprofit website?

A good bounce rate typically ranges from 26% to 40%, but it can vary depending on page type and audience. Lower is generally better for engagement.

How can I reduce bounce rate on my donation page?

Use clear calls to action, concise content, fast loading times, and an intuitive layout to encourage visitors to stay and complete actions.

Does bounce rate affect search engine rankings?

While not a direct ranking factor, a high bounce rate can indicate poor user experience, which can indirectly affect search rankings.

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