Bounce rate is the percentage of people who land on a page and leave without performing a specific action.
For example, staying for a certain amount of time, clicking on a link, making a purchase, or filling out a form.
In this guide, we’ll cover:
- What is a good bounce rate?
- Is bounce rate a ranking factor?
- Bounce rate vs. exit rate
- Bounce rate in Google Analytics UA vs. GA4
- How to find your bounce rates
- How to lower your bounce rates
Let’s jump in.
What Is a Good Bounce Rate?
The average bounce rate for most websites is somewhere between 26% and 70%.
But bounce rates can vary significantly.
Your industry, where your traffic comes from, and where that traffic lands can all affect your bounce rate.
It’s all about context.
Here are a few average bounce rates for different types of websites:
- Ecommerce and retail websites: 20% to 45%
- B2B websites: 25% to 55%
- Lead generation websites: 30% to 55%
- Non-ecommerce content websites: 35% to 60%
- Landing pages: 60% to 90%
- Dictionaries, portals, and blogs: 65% to 90%
Your bounce rate can also vary dramatically by traffic source (where your traffic comes from).
Here are a few average bounce rates by traffic source:
- Organic search: 43.60%
- Paid search: 44.10%
- Direct: 49.90%
- Referral: 37.50%
- Display advertising: 56.50%
- Social media: 54%
- Email: 35.20%
To sum up, your question shouldn’t be: What is a good bounce rate?
It should be: How does my bounce rate compare to my competitors’ rates?