There has been a lot of discrepancy between the Bounce Rate Benchmarks as defined by various companies & the ones defined in Google Analytics Benchmarks Reports.
Its because of the differences in the sample size & their characteristics. (& calculation methods)
So, I have decided to list down the companies that performed the research, the sample size & Date range on which the bounce rate benchmarks are based.
That’ll give you a clear picture of the bounce rates across industries.
Feel free to jump to any desired section.
Bounce Rate By Industry
- We observe the least bounce rates in Ecommerce/Shopping & Auto Vehicles category.
- Higher Bounce Rates are normal for Blogs, News Websites or Landing Pages.
There might be 100s of reasons for higher bounce rates. Always segment & analyze to find the right cause for your website.
Bounce Rate By Omnichannel vs Pure Players
- Pure Players Focus on one particular Category/Product/Brand while Omnichannel Players focus on wider varieties.
- Due to wider varieties in Omnichannel, they tend to have lower bounce rate.
Bounce Rate By Country
- We see some discrepancy here as Australia seems to have lower bounce rate as per google analytics benchmarks, while Ecommerce Europe lists India as having least bounce rate.
- Personally, I don’t think country specific segment would make any sense to compare bounce rate.
Bounce Rate By Devices
- Most of the times, you might encounter high bounce rates for mobile devices.
- You can use screen recording tools to find any distraction or technical glitches on your mobile site.
You can even implement separate landing pages for mobile sites. Here’s a great guide for that.
Bounce Rate By Channels
- Display has the highest bounce rate while the email channel has the least bounce rate.
- It is quite alarming if you have high bounce rates for Email or Paid Channels.
That is quite obvious…
Display is a form of push marketing where the customer has no intent to buy your product instantly.
While Email visitors maybe your subscribers or previous product purchasers.
Bounce Rate By Company Size
- Small company tends to focus on many things (along with landing page optimization) while bigger companies have a dedicated staff.
- That helps bigger companies to focus more on the landing page quality.
Bounce Rate Benchmarks Sources
Methodology: These reports compare the data with other businesses within your industry who share the data anonymously with google.
Sample Size: The report is based on 10k+ web properties in google analytics having 100-499 Daily Sessions. (All Countries)
Date Range: 2017 Year
This data is based on ecommerce sites participants.
Date Range: 1 July 2016 To 30 June 2017.
Sample Size: 143 Million Sessions.
The Report is focused on Retail Sector & based on 1068 Retailers.
Date Range: 2016 Year
- Bounce rate is a vanity metric & should not be used as a KPI for your business.
- Bounce rate tells nothing about your business performance. Rather focus on important metrics such as LTV, ROI, Conv. Rate, etc
- If you have High Bounce Rates, start by segmenting & analyzing the data to find the cause.
- If you have too much low bounce rates 0-9%, check your analytics code implementation. (multiple code to same property)
- If you run an e-commerce site, you must have low bounce rates. While it is normal to have High Bounce Rates for Display Campaigns, Landing Pages & Blogs.
Lastly, Make sure you have proper code implementation & configuration in google analytics.