Average bounce rate varies by device too. This can be extremely detrimental to brands because if a user discovers your company on mobile and has a poor experience, they might take their business to a competitor with a better mobile experience. Average bounce rates vary significantly by industry.
Retail has historically lead the pack in terms of innovative user experience with top-notch product photography, user-generated content, and more to inspire customer confidence, so this comes as no surprise. For a full look at bounce rate across all industries, check out the chart below, or read our annual benchmark report for even more insights.
Bounce rate can also help determine the quality of your traffic. A high bounce rate coupled with large volumes of single-source traffic could indicate poor referrals. But to determine the quality of your traffic, you need to understand why an entry or landing page is not performing as well as you had hoped.
In the meantime, you might be losing potential customers, missing out on revenue, and wasting resources. With the right experience analytics platform, you can get real-time qualitative insights into your bounce rate, which can help you answer the following important questions:.
This is a crucial step on the way to effective website optimization. Not all bounces are the same. Approaching bounces this way can provide a unique insight into how your visitors truly interact and experience a page, and makes bounce rate not only a qualifying metric but also an actionable one.
Hard bounce visitors are those who do not have any interest in your page. How do you know that? Because these visitors land on your entry page and then leave almost immediately. The conclusion can only be that they had no intention of landing on your page in the first place. They quickly realize that your site is selling reading glasses, but not the drinking glasses they were searching for.
Medium bounce visitors show slightly more engagement on the page and they typically stick around for a few seconds. They might not be your ideal target audience, or they might just not have been in the mood to learn more at the moment. They may still have the potential to come back later for further exploration. Example of a medium bounce: A visitor lands on your blog article and spends a few moments skimming the article before leaving.
Soft bounce visitors are those who typically remain on the entry page longer than just a few seconds. They show plenty of engagement across the web page; scrolling down further, clicking on more items, reading, and viewing additional content.
However, although they spent a considerable amount of time on your site, they still left. Example of a soft bounce: A visitor lands on your website because they saw an ad for a shirt they liked. Of the websites I reviewed, sixteen fell between 30 to 40 percent, and another sixteen fell between 40 to 55 percent. The bounce rate for the average website is more likely to dance to the tune of 40 to 55 percent.
It all depends on the website, which is why it is important to…. To set an appropriate baseline, consider the intent of the user and the purpose of the content. They get the information. They leave. In an online apparel store, visitors will probably shop around for a bit. The bounce rate there would ideally skew lower. An upward trend is particularly alarming for ecommerce because when users leave the site too quickly, that almost certainly translates to lost sales.
Take devices into consideration. Mobile users are more likely to bounce across the board, so it should reasonably follow that any website with a large, growing percentage of mobile traffic will see a higher bounce rate.
Tablets are not especially predictable—sometimes they bounce less than desktop, sometimes more. Generally, expect mobile bounce rates to ring in about 10 to 20 percent higher than desktop. The former hints at a problem with the analytics setup, the latter with the website.
The only times I saw those ranges in this study were on sites with broken analytics implementations. Horrible, right? Something is scaring people off—it could be bad design, browser compatibility issues, or even a horribly disfigured tracking code. In which case, it is probably time to start working on creating a real website.
Great, right? If it seems too good to be true, it probably is. The analytics implementation is almost certainly broken. This could also be because the website is built in a way that forces most users to take at least one action before leaving, e.
Note: The profile pictured above was not a client of ours. Ever clicked through to a blog post or web page, only to discover an immense, intimidating wall of text? If so, you already know how discouraging this can be to readers. Some blog posts read a bit too much like this; and as such, are formidable.
Formatting your pages to be as welcoming and accessible as possible is one of the best ways to reduce your bounce rate. Use of these formatting options makes your content more accessible and allows the reader to scan or skim your content quickly to identify points that are most relevant to their needs. Trust your audience to know what they need, then give it to them. Some web pages are an ideal vehicle for offering relevant content, offers, and other material to your audience.
However, cramming the digital margins of your content with ads, offers, award emblems, and other crap is a surefire way to overwhelm your visitor and tempt them to bounce. If you want to highlight relevant content from your sidebar, do so in a way that offers the reader additional value. Also, be wary of the type of pop-ups offered by services such as Bounce Exchange. These promotions can be highly effective, but they can also be terribly distracting, especially if you set them to appear the moment a user visits a page.
Give your visitors enough time to immerse themselves in your content before pouncing on them with newsletter sign-up offers or other promotions. If your Time on Site metrics are decent, but your blog pages have a high bounce rate, the problem may be with your content. On the other hand, if your bounce rate is high and Time on Site is low, you may not be giving visitors what they want in a more general sense.
Aside from technical considerations like page load times or failing to adhere to formatting best practices, one of the biggest contributing factors to high bounce rates is relevance — or irrelevance. Some sites target certain keywords very effectively, only to serve content that is tangentially relevant to that query at best, or downright irrelevant to it at worst. Relevance is the name of the game in Conversion Rate Optimization.
If you decide to go after a keyword , and end up ranking for it, make sure the content of the page you serve is highly relevant to that query. Consider user intent when targeting keywords. Is the prospect looking to learn something, or buy something? What stage of the funnel are they in? What problem are they trying to solve? Once you know what you want them to do, you can prompt your visitors to take action by including ONE crystal-clear call to action.
The more CTAs you include on a single page, the more likely you are to confuse and overwhelm your visitors. Your site should make it effortless for visitors to find — and do — what they want to, quickly and easily.
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