Useful Stuff

What Is An Average Bounce Rate?

I often get asked this when giving seminars and training, and the disappointingly vague answer I give is… “it depends”!

30%.

This 30% is a bounce rate benchmark I’ve used for a long time for aggregate traffic (but as we know, all data in the aggregate is crap as Avinash famously said).

However, if I think about the 1000s of sites I’ve analysed, and divided them into those that had good control and satisfaction with their performance, and those that didn’t… then the divide would probably split the sites at around 30% overall bounce.

The answer to the above question ‘depends’.  It depends upon your site’s acquisitional and behavioural orientation.  I.e. the types of traffic the site receives and where it lands.


Acquisition Segmentation

Bounce rates:
62%.  For 1st time visitors from social sources.
55%.  For repeat visitors from social sources
47%.  For visitors from generic PPC keywords.
13%.  For (direct) traffic
78%.  For visitors from mobile banner campaigns.
The above bounce rates are merely examples from sites we have access to.  So your average bounce rate depends on the distribution of traffic sources.  A site with an aggressive acquisition strategy for new visitors and conversions, may need to tolerate a higher bounce rate.


Behaviour Segmentation

50%.  For visitors landing on blog pages.
24%.  For visitors landing on ecommerce product pages.
16%.  For visitors landing on the home page.
42%.  For visitors landing on other informational pages.

Again, the above bounce rates are examples.  Your average bounce rate depends on the distribution of landing page types.  A B2B site which receives a lot of organic visits from a content strategy, straight into individual blog pages, may need to tolerate a higher bounce rate than an equivalent site driving fewer visitors into targeted PPC sales-orientated landing pages.

Summary-Arium:
  • 30% is a benchmark (not average) I’ve used when scrutinising over overall site performance, and it’s proved to be quite a good yardstick across many types of sites and industries.
  • Conversion rate beats bounce rate. Duh.  Of course it does.  Don’t get too caught up in bounces.  A bounce rate (or non-bounce / engagement rate) is a function of a conversion.
  • Average bounce rates depend on the type of traffic (acquisition-distribution), and where it lands (behaviour-distribution).
  • If you want to reduce your bounce rate, then reduce the components of bounce by thinking about segments of traffic by acquisition and behaviour.

A Nod to…

Avinash - and his evangelising of the importance of segmentation

Kiss metrics – nice illustration of average bounce rates by industry







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