Bounce rate

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?