Knowledge base

Bounce rate

Over time tile
Top Devices tile
Personas tile
Operating Systems tile
Browser tile
Time of Day tile
Screen size tile
Bandwidth tile
Orientation tile
Location tile
Pages tile

Over time tile

The bounce rate over time tile allows you to see the bounce rate (in percentage) over a set amount of time, optionally compared by device or operating system. It’s a great quick check to see if your changes are in the right direction: if bounce rate is trending in a down direction, then you’re doing something right.


Looking at bounce rate over time, clearly there is one big identifier of success – is the bounce rate trending upwards or downwards? While there are obviously some situations in which a higher bounce rate is not detrimental to your strategy, in the majority of cases it means there is a problem waiting to be solved. The bounce rate can be an early signifier that your mobile web strategy is not working.

It is also important to calculate what your target bounce rate is on mobile, and determine whether a high bounce rate is still a healthy interaction: i.e. a user coming to your site to view a map, or check a price.

Any new pages and campaigns should be checked to see how they are performing comparted to your general metrics – this can be seen on the Pages tile.

Devices tile

The Bounce rate by Devices tile shows the top devices that have the highest bounce rate from your site (i.e. the worst performers, bounce rate wise). These devices may have issues with your website. If a device appears in Top Devices by Page Views and Top Devices by Bounce rate, it’s very important you find out why the device is performing so badly on your website.

From this tile, it is also possible to view more information about any of the individual devices. Simply hover your mouse cursor over any of the blue lines to open a temporary pop-up that shows additional information. Alternatively, you can show additional KPIs, which will give a more thorough breakdown of the top devices.


Netbiscuits released the People’s Web Report 2014 this year, which can be viewed and downloaded here. It shows clearly that buyers of different brands of device have different attitudes towards privacy, security, location sharing etc. These kind of deeply held opinions can affect bounce rate dramatically – for instance, in our report, 40% of respondents say they would abandon a site if asked for their location. It’s these kind of factors that can lead to a, previously inexplicable, high bounce rate.

Devices can also reveal plenty about spending habits. If you are considering dynamic content displays, bounce rate can indicate how different users react to high ticket item. A high bounce rate from a mid-price device could suggest that the item is simply pitched at the wrong audience.

Personas tile

This tile allows you to see if the Persona of a user affects how likely they are to bounce from your site. This can give you a good insight into where marketing might want to focus – for instance, if Lunchtime Power Browsers are connecting with your site and having a low bounce rate, your content is obviously appealing to that type of person.

Read more about the Netbiscuits Personas on the Personas topic. If Persona information is not displaying, it may be because bandwidth detection is not turned on. Bandwidth detection is required for the Personas Tile to obtain information. To ensure that your bandwidth detection is turned on, please check your settings here.

Like the Bandwidth Tile, the Personas Tile only shows those profiles to which a persona was able to be attached (personas use some dynamic parameters to determine the type of user). The percentage of capture personas compared to the total page views is shown below the graph.

It is also possible to view more information about any particular persona by hovering your cursor over a section of the Persona Tile.


The various Netbiscuits Personas will interact with your site in different ways, and the bounce rate tile is one of the best ways to measure this variation. As well as helping you to guide content creation (long articles for the comfortable Sofa Surfers, short for the Weekday Explorers on their lunch break), it can also lead discussions about the media and video used and how much page load each segmentation finds acceptable.

When looking at a site with different domains for multiple products, the bounce rate by Persona tile can show you how the segments of your audience reacts to each of the products. If one segment of your audience is particularly connecting with one of the domains (low bounce rate) then it could be worth doing a campaign targeting the demographic.

Operating System tile

The Bounce rate by Operating System tile shows the top devices (by page views) and their respective bounce rate. By default, it will show the operating systems by the highest page views.

This graph is showing two bits of information. The first is the page views of a particular operating system, shown by the percentage of the inner circle (shown by the yellow 1 above) they are drawn. The second is the bounce rate, shown by the amount the outer circle (shown by the yellow 2 above) is filled with red.

From this tile, it is also possible to view more information about any of the individual operating systems. Simply hover your mouse cursor over any of the segments to open a temporary pop-up that shows additional information. Alternatively, you can show additional KPIs, which will give a more thorough breakdown of the top operating systems.


The applications of the Bounce Rate by OS tile are largely technical – if an operating system is bouncing at a high percentage, it may be worth checking if there is an issue with page content, functionality or layout on your site. Does your site contain a video that is in a format that is not supported by a specific operating system?

When fixes have taken place, you can quickly check if the bounce rate returns to normal over the next few days and weeks.

Browser tile

The Bounce rate by Browsers tile shows the browsers with the highest bounce rate (i.e. the browsers that are performing worst). There could be a technical reason that these browsers have such a high bounce rate that should be investigated, for example display issues or lack of support.


This is another tile that skews in a technical direction. If the bounce rate for desktop browsers is high compared to your bounce rate for browsers on mobile devices and tablets, this suggests there is a problem. Your desktop experience is usually the ‘baseline’ experience, and if it’s performing worse than the other segments, there could be a technical problem.

If one particular browser is bouncing far more than any other browser, it could well be worth checking that there is not a technical issue with that particular brower.

Time of Day tile

The bounce rate by Time of Day tile allows you to see if there is a particular time of day that more users tend to bounce from your site. This could be to do with the kind of Personas that are using your site at that time; they may have low bandwidth and/or small screen sizes.

From the tile you can view both the page views and the bounce rate simultaneously.

Please be aware that the clock is in the 24 hour format, so data points to the far left of the graph are recording 6pm.

The Time of Day tile is recorded in Local Time. This means that the graph will display a 13:00 hit in Germany the same as a 13:00 hit in America. This gives a clearer picture of the type of Personas hitting your website at particular times.

The Time of Day tile can altered to display in either your local timezone or UTC. To switch between the two options, open the contextual menu () and select your desired timezone.


The Bounce Rate by Time of Day tile allows a closer look at the activity on your site on an hour by hour basis. The bounce rate for specific hours may show you ways you would want to tailor your content to allow quicker, more direct access to information depending on the time of day the user is accessing the site. Should you have shorter videos during the lunch break? Dedictated content to the night owls hitting your site at 2am? These are the kind of questions that can be looked at with the Time of Day tile.

If you are getting a high volume of page views but not many click views, this might be a good time to instigate a campaign, or check if an existing campaign is attracting the right people. By altering your content throughout the day and checking your bounce rate per hour, you can see what material is hitting home, and what may need to be tweaked.

Screen sizes tile

The Bounce rate by Screen sizes tile allows you to see the page views and bounce rate of the various screen size groups, in this case ranging from 3.5 inches to 9.7 inches.

On the vertical-axis is Page views (you can set the time scale used for page views via Dates) and the horizontal-axis shows screen size.

Why is some of my Screen size data unknown?

When viewing the Screen Size tile, a proportion of the screen sizes displayed are unknown. There are two main reasons why you might have a high level of unknown screen sizes:

  • If many of your hits are from Desktop personal computers, the level of unknown screen sizes will be higher. This is because there is no way to tell the size of monitor attached to a Desktop PC. Filtering the data by smartphones, tablets and feature phones will remove these anomalies. For more information on filtering, see the Filtering topic.
  • If many of your hits are from iOS devices and you have not activated Advanced iOS Detection, then the screen sizes of those devices may not be available. You can read more about activating iOS detection at the Setting up the Detection Code Generator topic.


Using the tools provided by the Screensize by Bounce Rate tile, you can check that your bounce rate is consistent across every device. There should be no ‘black spots’, or peaks, in your screen size bounce rate. If there is, then their may be a technical or functional problem in your site when viewed with those screen sizes.

As is often the case, keep an eye out for outliers. If smaller screens are performing well, and larger screens are not, it’s important to find out what is working on the small screens that is not working on the larger screens. It could be that the same content doesn’t appeal to those larger screen users.

Bandwidth tile

The Bandwidth tile shows the amount of page views your website is getting per bandwidth speed category (medium,fast etc) and how that affects the bounce rate.

For more information on the exact definition of bounce rate, please see Definitions. If you are not seeing any bandwidth information, it may be because you have not set up bandwidth detection on your site. Please ensure that the Bandwidth detection is turned on in your detection code. See Setting up the Detection Code Generator for more information.

It is important to note that within the Bandwidth visualisation, only the devices that returned a bandwidth are included (that is to say, there is no ‘unknown’ category). This makes the graph easier to read and conclusions about the data easier to draw.

The inner circle of the graph shows the proportional page views of each of the speed categories. In the example above, the Very Fast category has the majority of the page views. Above this, in the outer circle, the conversion rate for each speed category is shown. Holding your cursor over any section of the graph will reveal exact figures about the conversion rate.


A slow connection is the number one cause of frustration when using a website – recent statistics have shown that 40% of people abandon a website that takes more than 3 seconds to load. The Bounce rate by bandwidth speed tab allows you to keep an eye on how the users with a lower bandwidth are engaging with your site.

Seeing the percentages of users hitting your site that are on slower connections can help you decide what sort of content is appropriate. Limiting video and other media when you have a large level of low bandwidth users hitting your site can make their experience better and increase engagement.

What do the Bandwidth speeds equate to?

Bandwidth Speed Equates to…
Very Slow This is comparable to a GPRS or slow EDGE connection.
Slow This is comparable to a fast EDGE or slow 3G connection.
Medium This is comparable to a 3G connection.
Fast This is comparable to a 3.5G/HSDPA connection.
Very Fast This is comparable to a 4G/WiFi connection

Orientation tile

The Bounce Rate by Orientation tile allows you to view the bounce rate of your site by the orientation of the device when the page is loaded. The graph shows the percentage bounce rate of each of the two orientations.

For the purposes of the graphic, we have excluded all desktop computers (as these use landscape displays in the vast majority of cases).


The Bounce Rate by Orientation tile has obvious technical benefits. If you are seeing a significantly higher bounce rate on one of the two orientations, there could well be something wrong with the responsive design of your site. Be sure to check that everything is displaying correctly in that orientation. Maybe a video that is designed to be viewed in landscape is not running correctly when viewed in portrait mode? Or perhaps a call to action button is obscured or unclickable and that is causing users to leave your site without having engaged with your content.

Location Tile

The Location tile shows a heat map of the world, showing the bounce rate of your website users by country.


By moving your cursor around the countries, you can quickly get an overview of the number of page views per country from the slider along the bottom of the map.

To view more information, hold you cursor over any of the available countries and wait for the data pop-up to appear.

Select the Set as region Filter option to change the filter for the all analytics to the selected country.

From the lower left of the screen, it is possible to zoom in for a better view of crowded sections of the map.

The Location by bounce rate tile acts as an engagment baraometer for your content internationally. If you have an existing international customer base you can use the bounce rate of those countries to see how new campaigns and ad placements are connecting with those users. A high bounce rate in a particular country could suggest a mismatch in tone of content or an issue with translation.

If you are attempting to break into a new country or region, the location tile can be used to understand content that is working and not working. The location tile can show you clearly whether your material is engaging with your new users, and if it is not, then you can change the content and see immediate results.

Pages tile

The Bounce rate by Pages tile shows the pages of your website and how successful they are in retaining traffic. Each page is shown as a rectangle, sized in proportion to the amount of page views the page receives. The pages are then further colour coded, with those with high bounce rates given a colour closer to red.

Hover your cursor over any of the pages to see further information about the bounce rate and other data.

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