What Is a Good Bounce Rate? Benchmarks by Industry and Tips to Improve
What Is a Good Bounce Rate? Benchmarks by Industry and Tips to Improve
TL;DR — Quick Answer
1 min readA good bounce rate varies by industry -- ecommerce averages 20-55%, content sites 65-90%. Aim for 50% or lower site-wide. Improve by matching content to visitor intent, optimizing speed, and building clear navigation.
Seeing your website's bounce rate for the first time can be confusing. Is it good? Bad? What is normal for your industry? This guide covers everything you need to know about bounce rate.
Understanding Bounce Rate
The bounce rate represents the percentage of visitors who leave after viewing only a single page without any meaningful interaction.
Bounce Rate Formula
Bounce Rate = (Total single-page sessions / Total Sessions) x 100
If a visitor completes a specified conversion action on the page, even without visiting another page, the session is still considered engaged and does not count as a bounce.
Bounce Rate vs. Engagement Rate vs. Exit Rate
Engagement rate is the inverse of bounce rate. Exit rate is the percentage of visitors who leave from a specific page, regardless of whether they engaged with other pages first.
Industry Benchmarks
Content websites: 65% - 90% -- Blog posts and news articles naturally have the highest bounce rates.
Landing pages: 60% - 90% -- Signals optimization opportunities for conversion-focused pages.
Service industry: 50% - 70% -- Visitors often research without being ready to convert.
B2B websites: 25% - 65% -- B2B buyers conduct thorough research. Under 30% is excellent.
Travel and Hospitality: 40% - 60% -- Visitors compare options across multiple pages.
Real Estate: 30% - 55% -- Users engage with listings and search filters.
Retail and eCommerce: 20% - 55% -- Shoppers browse products and compare options.
General Rule of Thumb
A solid benchmark is aiming for 50% or lower across your entire site.
Interpreting Bounce Rate Data
Segment by Pages
View bounce rates for individual pages to identify best and worst performers.
Segment by Traffic Sources
Compare bounce rates across organic search, social media, email, and paid campaigns.
Segment by Location and Device
Mobile visitors on slow connections may bounce more frequently.
How to Decrease Your Bounce Rate
Create Relevant, Engaging Content
Match the format to the topic and audience.
Know Your Audience
Unusually high bounce rates suggest you have not found your right audience or are not meeting their expectations.
Optimize Speed and Mobile Experience
Slow or poorly designed sites drive visitors away regardless of content quality.
Match Pages to Visitor Intent
High bounce rates from specific sources often mean the landing page does not match what was promised.
Build Clear Site Navigation
A well-organized layout with clear navigation guides visitors naturally through your site.
Run Experiments
A/B testing lets you try different page versions to find what keeps visitors engaged.
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