Bounce Rate Bible: Bounce Rate Benchmarks

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

Stats as per Google Benchmarks 2017:

Bounce Rate By Industry 2017

Stats by Ecommerce Europe are:

Bounce Rate By Industry

Stats by WolfgangDigital:



  • 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

Report is based on Google Benchmark Reports 2017:

Bounce Rate By Country 2017
Bounce Rate By Country - Ecommerce Europe


  • 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

Based On Google Benchmark Reports.

Industry : Shopping/Ecommerce

Bounce Rate By Device


  • 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

Based On Google Benchmark Reports.

  • Industry : Shopping/Ecommerce
Bounce Rate By Channel 2017
Bounce Rate By Channels 2017


  • 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

Final Thoughts:

  • 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.

Ritwik is a Web Analyst & Product Marketer. He loves to write technical & easy to understand blogs for Marketers & Entrepreneurs. Focused on Google Analytics, Facebook Analytics, Tag Management, Marketing & Automation Scripts & more. Google Certified Professional. A Firm Believer in Teaching -> Learning -> Growing. :)

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