What is a good bounce rate? Benchmark using Google Analytics data


If, like most businesses you're investing heavily in your website, you may want to think about how to use Google Analytics metrics to measure your visitor engagement effectively. 

The first in our new article series looks at Bounce Rate as one of the key metrics to consider and why.  

What does Google Analytics’ Bounce Rate mean?

The simple definition provided by Google:

The percentage of single-page sessions in which there was no interaction with the page. A bounced session has a duration of 0 seconds.
— Google Analytics

What is a good Bounce Rate?

Whilst this varies depending on the nature of your website, we’ve analysed the results for online retail sites over the last 12 months to shed some light and help you benchmark your Bounce Rate.

Bad Bounce Rate

A bad Bounce Rate is generally considered anything over 70%. If this proportion of visitors are entering your website without interacting then you may need to look into the reason. It could be the visitors haven’t found what they’re looking for or didn’t like the look and feel of the page they’ve landed on.

Average Bounce Rate

Our research found the average Bounce Rate for online shops in 2016 was 48%. At this level, over half of your visitors interacted in some way with your website before leaving.  You should be happy with a Bounce Rate between 40% and 60% and depending on the nature of your website… even as high as 65%. For example the average for Blogs in 2016 was 59% and News Content websites 64%.

Good Bounce Rate

If you’ve got Google analytics set up correctly and you’re getting Bounce Rates of 25% - 40% then you’re in a very good place. It could be concluded that visitors are finding what they are looking for and are interested enough to interact with your website further.

Is bounce rate important?

We believe Bounce Rate is a vital and powerful metric that should be monitored closely. Even if you own a content site you still want your visitors to engage. Whether it’s reading another article, watching a video or even purchasing something.

Most, if not all the businesses we’ve worked with have a goal beyond article consumption. Lower Bounce Rates mean more engaged visitors – a positive step towards your business goals.

Like all metrics Bounce Rate should not be considered as a stand-alone metric to measure user engagement. We’d recommend using it along with other metrics to build a complete picture of user behaviour on your website.

If you’d like to learn more about how we can help you analyse and improve user engagement feel free to contact us.