What Is Considered a Good Percentage of Bounce Rate?

2018/04/11 08:31

Today everybody talks about bounce rate and, surprisingly, everybody has a different opinion on what is considered a good percentage of bounce rate.

Before shedding light on the most advanced issues, let’s first clarify what the bounce rate is.

What is the Bounce Rate

Bounce rate is the metric that shows the percentage of the people that come to visit your website and exit before doing anything.

Let’s say, for example, that your bounce rate is 68%. This means that 68% of the people who visited your website left after viewing only the page they landed on.  You got zero engagement from them. No click on the menu items. No click on the about us page. Nothing.

What is Considered a Good Bounce Rate

Now that we know what a bounce rate is, let’s see what is considered a good bounce rate.

Before we delve into further into details, the first thing to do is to consider the scope of your website. For example, there are cases where a high bounce rate is not an issue, like the pages that will make the visitor get in touch with your customer service or filling a form.

Fortunately, not all sites are created equal and several aspects might influence your bounce rate:

  • Your landing pages. Blogs usually have bigger bounce rates than pages describing products. As a result, if visitors are landing on one of your blog post pages that don’t have links to any other page on your website, it is generally considered fine to have a high bounce rate.
  • The traffic sources. People behave in different ways, depending on their mood. For example, visitors coming from a Facebook page are more likely to bounce more than visitors from Google search.
  • Type of traffic. The questions to ask here is if the visitors are looking for your company or just searching for information. The latter will have the tendency to bounce more.
  • The speed of your webpage. If your webpage is loading slowly, your visitors will bounce right away
  • It is well known that our attention span has shortened and a complicated page, that is not helping the audience to easily find useful information, will also have a high bounce rate.
  • Offsite links. Having a link to other websites on your landing page may tempt users to leave your site and this will add to your bounce rate
  • Optimize for Mobile. These days, most of the traffic is coming from mobile users so make sure that your website is mobile-friendly. Test it with as many different devices you can get.

Even if there are no absolute values to judge if a particular bounce rate is good or not, here is an average estimation of bounce rates for the most important industries:

  • Content sites, 40-60% bounce
  • Lead generation, 30-50% bounce
  • Simple pages, blogs or pages with one call to action, 70-98% bounce
  • Retail sites, 20-40% bounce
  • Service sites, 10-30% bounce
  • Landing pages, 70-90% bounce

(chance a little the figures for does not look exactly like Kiss  metrics)

As a rule of thumb, you should aim for a bounce rate no higher than 40%. It is still considered OK it the bounce rate grows to 55%, but any higher value should be a sign that it’s time to take action.

It is worth mentioning that mobile browsing is having a big impact on your bounce rates because mobile users tend to just visit the landing page and then move on.  In general, it safe to assume as normal a 10-20% higher bouncing rate for mobile users.

How to Reduce Your Bounce Rate

Fortunately, there are some simple methods that will help you reduce your bounce rate:

  • Provide more landing pages, and tailor each one of them for the exact combination of traffic sources and the type of traffic these sources are generating.
  • Improve readability by avoiding large chunks of text. Shorten it and add pictures in-between paragraphs.
  • Avoid pop-ups, most users find them annoying.
  • Remember to tell a good story, your visitors will always remember them.
  • Keep the information actual
  • Start targeting high-value keywords.


As we have seen, it is not enough to measure your website’s bounce rate. To get meaningful insight that could lead to sound decisions, you should also consider several other pieces of information. It looks like a complex task to start with and you might feel intimidated. But rest assured, there’s no need to.

KOBIT Analyses your Google Analytics data and break it down into easily comprehendible plain English pieces of information and graphs. It makes it intuitively to see what is driving your website’s performance. Moreover, the report can be exported as a PowerPoint and Excel documents and you can further customize or change it to match your needs.

Check out our Automatic Google Analytics report and find out why customers say they love our product.