What’s an honest Bounce Rate? We Asked 500 Analytics Accounts. Here’s the standard Bounce Rate for Websites.

Average bounce rate by traffic source

Some traffic sources have higher bounce rates than others. Here you'll see the variance:

Direct Traffic Bounce Rates

These visitors bounce at a mean rate of 66.5% which isn’t surprising. Most of those visitors are brand aware. They’re more likely to be repeat visitors. They could even be jumping back to a page in their browsing history.

Organic Search and Social Media Bounce Rates

• The average bounce rate for organic visitors is 55.6%

• The average bounce rate for social media visitors is 67.6%

Social visitors are more likely to bounce than organic visitors. Why? Because engagement correlates with intent. If you actually want a solution, if you took the time to look for it, if you typed it on a keyboard, you’re more likely to spend longer and visit more pages.

• Visitors from search typed

They tend to possess stronger intent. They need specific information needs. They’re busy.

• Visitors from social tapped

They were browsing and fewer likely doing research. They were killing time. They’re bored.

The differences between search and social visitors are fascinating. And it’s a crucial topic for content strategists. For a summary of these differences, see our search v. social breakdown.

Paid Search Bounce Rates

The average bounce rate for paid traffic is 62.6%. This is often the sole number within the report that worries me, because it represents the failure rate of advertising. These are the foremost costly visitors. Each bounce is an investment without immediate return.

Email Bounce Rates

The email bounce rate benchmark is 61.5%, very on the brink of the general average. But bounce rates for email visitors varied tons from site to site (some were very high, some very low). Apparently, some email landing pages are far more engaging than others.

Average website bounce rate by industry

There is surprisingly little variance across websites with B2C and B2B audiences.

Next, we’ll check out bounce rates across various industries. Industries that there have been fewer than ten websites within the dataset were excluded from this analysis.

Here again, there isn’t plenty of variance. Each industry falls within the range of 55% to 68%.

Ecommerce Bounce Rates

36 of the websites within the dataset were ecommerce websites. They overlap with several of those industries. Some were B2B, some were B2C. Some were high traffic, some low. The typical bounce rate for all of those ecommerce sites was just slightly above the typical for all websites.

The average bounce rate for ecommerce websites is 62.1%

Bounce Rates for blogs and media websites

The Media & Publishing category has one among the very best bounce rates: almost 68%. That’s because visitors to articles typically have information intent. They came for the subject and sometimes leave after reading that one page.

Although it’s not separated within the data, we all know from experience that websites with mature content programs have higher bounce rates. the typical bounce rate for a blog section is above the numbers above.

The bounce rate for this blog is 86%. But we’re just glad you’re here!

The two industries with low bounce rates: banking and beverages

These two industries have a number of rock bottom bounce rates, but it’s not due to the industry. It’s due to website features and requirements.

• Bank websites (or any website with a well liked login area)

• Alcohol websites (or any website where visitors must specify their age before getting in)

Bounce rates aren’t lower due to design or content. They’re lower for functional UX reasons. Most visitors get to a second page because the primary page was just a hindrance.

If your site features a popular login area, create a segment to get rid of all those current customers who go straight to the sign in page.

Here’s one I made that removes the visits that included a view of the login page. You’ll see it’s about two thirds of the traffic!

If the login is true on the house page (no separate login page) then you’ll got to create an occasion thereon click, then have the segment exclude visitors who triggered that event.

Other reasons bounce rates could also be very low

If your site features a low bounce rate that isn’t explained by website features or UX, maybe your Google Analytics is inaccurate. It might be one among these reasons:

You have duplicate Analytics code

Why is my bounce rate 1%? If your bounce rate is within the single digits, it’s probably because you've got Analytics tracking code on your website twice. Often it’s once within the code and again within the Google Tag Manager container.

The fix: Remove the second instance of your Analytics JavaScript tracking code.

Events are deflating your bounce rate

If you've got event tracking found out, they'll be affecting your bounce rate. This is often because a bounce is technically a one hit visit, not a one page visit. And events are hits!

The fix: enter Google Tag Manager. Within the tag, set “Non Interaction Hit” to true and therefore the event won’t affect your bounce rate.

Why are all of those bounce rates so high?

Surprised by the numbers during this report? I’m not. The one page visit is simply the truth of the web. There are all types of visits that record as a bounce in Analytics.

• We leave tabs open in our browsers for days (touch that tab and a bounce is recorded)

• We attend a page in our browsing history to urge quick information then leave

• We attend a page that's loading slowly, we close the tab before it finishes

• We land on a page, read deeply for several long minutes, then hit the rear button

Every day, we attend websites, decide they're irrelevant, ugly or useless at the time, and leave without clicking. Check out your own browsing history. It’s likely that you simply bounce from 60% of the sites you visit.

60% is a suitable overall bounce rate.

What do I do next?

You have the benchmark. Go compare your metrics to those during this report. Check the general bounce rate, on the other hand look closer at the bounce rate for various traffic sources. The beginning asking questions:

• Do you've have a tenth or 100% bounce rate? If so, there’s something wrong with Analytics.

• Is your bounce rate below 40%? If so, check to ascertain if events tracking affects your bounce rate. If so, it’s not necessarily a drag, but it means you shouldn’t compare to the benchmarks here.

• Is there enough traffic in each traffic source to trust the number? If not, ignore it.

• Is tons of the traffic within a high bounce rate traffic source to a little group of URLs? If so, check out the bounce rate for those pages. Check out the content. Consider the visitor intent. Is there a drag or an opportunity?

• Is the bounce rate for paid traffic above 60%? Check your ads or call your PPC vendor right away!

• Don’t panic. It’s not the foremost important metric in Analytics…

The analysis is completed. Now get to work!

We must not ever stop improving our websites and giving our visitors better, more engaging experiences. Keep these bounce rate benchmarks in mind, and obtain to figure bringing them down.

Here are five ways to scale back your bounce rate:

1. Improve click through rates by leveraging your highest CTR headlines

2. Use formatting for scan ability

3. Make your content more visual with images, graphs and videos

4. Remove dates from your blog

5. Increase traffic from low bounce traffic

For a more detailed explanation of every of those ideas, see the first post that explains the way to reduce your bounce rate. It’s tons more information and tips.

About the info

There are 250M+ website visits during this dataset. The sites range from 10M+ to 10K visitors per annum, enterprise to small business. 95% of them are US companies. Data was collected in February of 2020.

58% were B2B, 31% were B2C and 11% were websites that focus on both consumers and businesses, like bank websites.

Filtered views were used when available. We removed outliers with ultra low bounce rates (for reasons mentioned above) and ultra high bounce rates (those weird, one page websites). We also ignored bounce rates from any traffic source that had but 200 visits.

The 501 accounts were from friends, clients and partners. Quick shootout to collaborators…

• Big because of Marcel Digital for being our data partner. It’s appreciated!

• Big because of Emilee Joseph from Don’t Panic Management for the info collection help.

• Big because of Amanda and Janzen for helping with the charts and data.

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What’s a Good Bounce Rate? We Asked 500 Analytics Accounts. Here’s the Typical Bounce Rate for Websites.

What’s an honest Bounce Rate? We Asked 500 Analytics Accounts. Here’s the standard Bounce Rate for Websites.

Average bounce rate by traffic source

Some traffic sources have higher bounce rates than others. Here you'll see the variance:

Direct Traffic Bounce Rates

These visitors bounce at a mean rate of 66.5% which isn’t surprising. Most of those visitors are brand aware. They’re more likely to be repeat visitors. They could even be jumping back to a page in their browsing history.

Organic Search and Social Media Bounce Rates

• The average bounce rate for organic visitors is 55.6%

• The average bounce rate for social media visitors is 67.6%

Social visitors are more likely to bounce than organic visitors. Why? Because engagement correlates with intent. If you actually want a solution, if you took the time to look for it, if you typed it on a keyboard, you’re more likely to spend longer and visit more pages.

• Visitors from search typed

They tend to possess stronger intent. They need specific information needs. They’re busy.

• Visitors from social tapped

They were browsing and fewer likely doing research. They were killing time. They’re bored.

The differences between search and social visitors are fascinating. And it’s a crucial topic for content strategists. For a summary of these differences, see our search v. social breakdown.

Paid Search Bounce Rates

The average bounce rate for paid traffic is 62.6%. This is often the sole number within the report that worries me, because it represents the failure rate of advertising. These are the foremost costly visitors. Each bounce is an investment without immediate return.

Email Bounce Rates

The email bounce rate benchmark is 61.5%, very on the brink of the general average. But bounce rates for email visitors varied tons from site to site (some were very high, some very low). Apparently, some email landing pages are far more engaging than others.

Average website bounce rate by industry

There is surprisingly little variance across websites with B2C and B2B audiences.

Next, we’ll check out bounce rates across various industries. Industries that there have been fewer than ten websites within the dataset were excluded from this analysis.

Here again, there isn’t plenty of variance. Each industry falls within the range of 55% to 68%.

Ecommerce Bounce Rates

36 of the websites within the dataset were ecommerce websites. They overlap with several of those industries. Some were B2B, some were B2C. Some were high traffic, some low. The typical bounce rate for all of those ecommerce sites was just slightly above the typical for all websites.

The average bounce rate for ecommerce websites is 62.1%

Bounce Rates for blogs and media websites

The Media & Publishing category has one among the very best bounce rates: almost 68%. That’s because visitors to articles typically have information intent. They came for the subject and sometimes leave after reading that one page.

Although it’s not separated within the data, we all know from experience that websites with mature content programs have higher bounce rates. the typical bounce rate for a blog section is above the numbers above.

The bounce rate for this blog is 86%. But we’re just glad you’re here!

The two industries with low bounce rates: banking and beverages

These two industries have a number of rock bottom bounce rates, but it’s not due to the industry. It’s due to website features and requirements.

• Bank websites (or any website with a well liked login area)

• Alcohol websites (or any website where visitors must specify their age before getting in)

Bounce rates aren’t lower due to design or content. They’re lower for functional UX reasons. Most visitors get to a second page because the primary page was just a hindrance.

If your site features a popular login area, create a segment to get rid of all those current customers who go straight to the sign in page.

Here’s one I made that removes the visits that included a view of the login page. You’ll see it’s about two thirds of the traffic!

If the login is true on the house page (no separate login page) then you’ll got to create an occasion thereon click, then have the segment exclude visitors who triggered that event.

Other reasons bounce rates could also be very low

If your site features a low bounce rate that isn’t explained by website features or UX, maybe your Google Analytics is inaccurate. It might be one among these reasons:

You have duplicate Analytics code

Why is my bounce rate 1%? If your bounce rate is within the single digits, it’s probably because you've got Analytics tracking code on your website twice. Often it’s once within the code and again within the Google Tag Manager container.

The fix: Remove the second instance of your Analytics JavaScript tracking code.

Events are deflating your bounce rate

If you've got event tracking found out, they'll be affecting your bounce rate. This is often because a bounce is technically a one hit visit, not a one page visit. And events are hits!

The fix: enter Google Tag Manager. Within the tag, set “Non Interaction Hit” to true and therefore the event won’t affect your bounce rate.

Why are all of those bounce rates so high?

Surprised by the numbers during this report? I’m not. The one page visit is simply the truth of the web. There are all types of visits that record as a bounce in Analytics.

• We leave tabs open in our browsers for days (touch that tab and a bounce is recorded)

• We attend a page in our browsing history to urge quick information then leave

• We attend a page that's loading slowly, we close the tab before it finishes

• We land on a page, read deeply for several long minutes, then hit the rear button

Every day, we attend websites, decide they're irrelevant, ugly or useless at the time, and leave without clicking. Check out your own browsing history. It’s likely that you simply bounce from 60% of the sites you visit.

60% is a suitable overall bounce rate.

What do I do next?

You have the benchmark. Go compare your metrics to those during this report. Check the general bounce rate, on the other hand look closer at the bounce rate for various traffic sources. The beginning asking questions:

• Do you've have a tenth or 100% bounce rate? If so, there’s something wrong with Analytics.

• Is your bounce rate below 40%? If so, check to ascertain if events tracking affects your bounce rate. If so, it’s not necessarily a drag, but it means you shouldn’t compare to the benchmarks here.

• Is there enough traffic in each traffic source to trust the number? If not, ignore it.

• Is tons of the traffic within a high bounce rate traffic source to a little group of URLs? If so, check out the bounce rate for those pages. Check out the content. Consider the visitor intent. Is there a drag or an opportunity?

• Is the bounce rate for paid traffic above 60%? Check your ads or call your PPC vendor right away!

• Don’t panic. It’s not the foremost important metric in Analytics…

The analysis is completed. Now get to work!

We must not ever stop improving our websites and giving our visitors better, more engaging experiences. Keep these bounce rate benchmarks in mind, and obtain to figure bringing them down.

Here are five ways to scale back your bounce rate:

1. Improve click through rates by leveraging your highest CTR headlines

2. Use formatting for scan ability

3. Make your content more visual with images, graphs and videos

4. Remove dates from your blog

5. Increase traffic from low bounce traffic

For a more detailed explanation of every of those ideas, see the first post that explains the way to reduce your bounce rate. It’s tons more information and tips.

About the info

There are 250M+ website visits during this dataset. The sites range from 10M+ to 10K visitors per annum, enterprise to small business. 95% of them are US companies. Data was collected in February of 2020.

58% were B2B, 31% were B2C and 11% were websites that focus on both consumers and businesses, like bank websites.

Filtered views were used when available. We removed outliers with ultra low bounce rates (for reasons mentioned above) and ultra high bounce rates (those weird, one page websites). We also ignored bounce rates from any traffic source that had but 200 visits.

The 501 accounts were from friends, clients and partners. Quick shootout to collaborators…

• Big because of Marcel Digital for being our data partner. It’s appreciated!

• Big because of Emilee Joseph from Don’t Panic Management for the info collection help.

• Big because of Amanda and Janzen for helping with the charts and data.

Posted by Mobile Packages