Bounce arises when a visit to a website only goes through one page before leaving the site, rather than continuing to see more pages of it.
From the bounce the bounce rate is calculated, which is defined as the number of visitors who bounce or leave the site without visiting any other pages. This rate is expressed in so many percent. For example, if a PPC (pay per click)campaign produces 100 visits to a particular landing page, of which 75 went to another page on the same site later while 25 did not, the bounce rate was 25%. Bounce rate is a very common example of KPIs to measure the performance of websites, advertising campaigns and landing pages.
Bounce rate is one of the simplest, and at the same time most important, metrics to look at in Google Analytics. Because of the way Analytics measures “time on page,” any bounce is recorded as a visit that lasts only 1 second, even when technically a visit can stay on a web page for 20 minutes before rebounding.
Bounce in emailing
In email marketing, when an email bounces, it usually means it can’t be delivered to the mailbox. There are two forms of rebound in this aspect, to designate this type of failure. You have to try to keep that rate below 2%, if it is exceeded you could notice some shipping problems.
Types of bounce
- Strong bounce or hard bounce: Refers to a lasting bounce. It is an email that cannot be delivered by permanent forms. This may be because the email address is fake, the domain does not exist, or the mail server does not agree to receive any more emails. This means a long-lasting and stable failure, so those addresses must be removed from the mailing list.
- Soft bounce: This occurs when an email cannot be delivered for temporary reasons. For example, a mailbox that is full or that the file you own is very large. If this type of bounce occurs, many mail providers will try to forward it over the course of a few days. You have to monitor those addresses, if that problem persists in them several times, it is better to eliminate them.