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What's considered a good or bad bounce rate?

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What's considered a good or bad bounce rate? AnnaF 5/10/09 6:46 PM
Our new website has a bounce rate of 41% percent.  We're in financial services.  Is that good or bad?  Can anyone please give me an indication of what's acceptable or what we should be aiming for?  At first sight it sounds high, but from a quick search I infer anything above 50% is not so good, 30 to 40% is okay.

Also what's the audience's experience with the impact of SEO on bounce rates?  We've got professionals on the job looking to optimise 30 key words.  

I look forward to hearing your feedback.

Re: What's considered a good or bad bounce rate? nmer03 5/20/09 11:59 AM
As long as you have optimized the site well it doesn't really matter what industry you are in. To clarify, there is nothing that says if you are financial services your bounce rate should be between 30%-40%. A well optimized site will be getting a majority of visitors that are actually looking for the information or services you have to offer up and therefore have a lower bounce rate. That being said your quick search is pretty spot on, anything 50% or above is not good. Either you are having people sent to the wrong landing page or the content on the page is not organized well enough to convey your message effectively.  30% to 40% is not bad but definitely not ideal. Optimization is not a quick and easy process but it sounds like you are taking some steps in the right direction. Hope this of some use to you. Good Luck!
Re: What's considered a good or bad bounce rate? ShoreTel 5/22/09 9:33 PM
It all depends on what type of site you have and what its target aurdience is.

Have you tried using the Visitors -> Benchmarking reports and comparing against the Finance & Insurance category?
Re: What's considered a good or bad bounce rate? SearchGuru 5/24/09 9:03 PM


Bounce rates depends on the traffic sources the page stickiness w.r.t to users. Also if your site has textual info with cluttered lay out then it might increase bounce rates. Direct and SEO source has the lowest bounce rate while Adwords SEM has the highest bounce rate even if your landing pages are well designed. Referral source bounce rates can be high to higher (depending on relevancy of partner sites)

Ideally bounce rates for SEO should not be more than 20%  to  25% (provided you are targeting relevant core keywords)

Anything that goes beyond 35% is not good and alarming signal TO RECONSIDER usability factors in the site. So if you increase your Adwords budget for a particular month then bounce rates of the site for that month would increase.

Re: What's considered a good or bad bounce rate? JamesPurpleFrog 12/15/09 9:01 AM
I am not sure I agree with all the advice here. The bounce rate is simply the percentage of visitors who only look at that page before leaving.
And yes the rate depends not just on the industry, but the site itself, the targeted audience, the size of the site and many more things.

From an SEO point of view if you are targeting perfectly and all the content on that page you drive them to is spot on and all they need then why would they trawl further through your site? Especially on a smaller site where they just don't have that many other pages to look at.

People get way too hung up on Bounce Rates in my opinion.
Re: What's considered a good or bad bounce rate? semci 2/18/10 4:19 PM
If a small business has a 1 page website, maybe yes, bounce rate is not significant.
But most companies will not have only 1 page, but rather, deeper pages that would provide the visitors with helpful content.
So yes, bounce rate is important. Imagine this, if most of your visitors (50%+) come to your multiple page website and leave directly, without exploring any other page, that is a bad sign.
Re: What's considered a good or bad bounce rate? hevean1 5/18/10 11:43 AM
What happens if you are a referral site. In other words you do not want people to linger but to click on the url who is your sponsor or source of action.  So bounce rates are important if you want them to explore your site. But if you want to send them to another source which is where they will purchase and use the product then you might prefer your bounce rate to be high.
Re: What's considered a good or bad bounce rate? Tolbit397 5/18/10 12:02 PM
You can track the source of action as an event or custom pageview. This has the effect of not counting a bounce, if they convert. More importantly, this will allow you track goal conversions.
Re: What's considered a good or bad bounce rate? 17R3W 2/8/11 9:40 AM
Another thing to look at is "time on site".

If the people are on there for a minute or so, they are probably reading your site.

I worked on a blog, and the high bounce rate initially bothered, the guy I was working for.
But I had to point out that for a blog, where all information is on the front page, a high bounce rate is to be expected.

If all your information is on the first page, then it's no surprised (and not a problem) to have a high bounce rate.

For example, if I'm looking for your phone number, and can get that in just page, then I will "bounce" after I get it.
Re: What's considered a good or bad bounce rate? DaculaWeather 2/19/11 4:15 AM
Same way on my site. People go directly to the page they need to see and they're gone. But it does depend on what your site is presenting and who the audience is.
Re: What's considered a good or bad bounce rate? Pasty Rasta 2/28/11 4:18 PM
This is the best response I've found so far regarding bounce rate. If your bounce rate is 41% you are doing very well the link is here

Whole article here:
What does Bounce Rate mean?
Google provides the best definition of “what does Google Analytics bounce rate mean?” – bounce rate is the percentage of single-page visits in which the person left your site from the entrance (landing) page.

“Bounce rate” is always a measure of the quality of your site from your visitors perspective.

Imagine a ball bouncing – as soon as the ball hits the ground, it immediately bounces back to where it came from, or it goes off in a totally different direction.  This is the equivalent of what bounce rate means when someone lands on your website – if they go back to where they just came from, or leave in a totally different direction, they have just bounced from your site.

Another way to explain the bounce rate in Google Analytics is to say that a visitor, as soon as they arrive at your website, immediately leaves without visiting any other pages within your website.

So bounce rate is really a measure of whether people are visiting your web pages beyond the first page that brought them to your site initially.

Understanding Bounce Rate Percentage
Google Analytics presents your bounce rate as a percentage.  So for example, if 10 people visited your site the past hour and 8 or those people left your site without visiting any other pages, then your bounce rate would be 80%.

There isn’t a set percentage of what defines a good or a bad bounce rate percentage, so I’ve always looked at it from the 50/50 perspective.

If my bounce rate is more than 50%, then the majority of visitors who show up at my website are leaving without visiting any other pages.  Because anything more than 50% is a majority.

Likewise, if my bounce rate is less than 50%, then I’m doing pretty good because the majority of visitors to my site are finding it interesting enough to visit other pages (or articles, for those of you with blogs), as well.

Improving Your Bounce Rate
The best way that I have found to improve your bounce rate is to find ways to encourage visitors to remain on your site and engage with more content.

If you use a self hosted WordPress blog, then using plugins that present related articles, or “article series” plugins will help you to dramatically improve your bounce.

On this site, I use an “article series” plugin (see the series on the right hand side bar), and when visitors land on one of my articles that are part of series, my bounce rate can be as low as 17% – which is mostly unheard of for any website.

Beyond that, just focusing on providing good quality content, and delivering that content on a consistent basis will help build your website’s reputation.  And as your reputation grows, your audience will start to attribute more value to your site and be compelled to dive deeper beyond the first page they land on.

Google Adsense And Your Bounce Rate
Now I cannot verify this, it’s only my theory, but I’m convinced that a website’s bounce rate has a lot to do with how much earning potential that site has in regards to Google Adsense revenue.

There are a lot of metrics that come into play when determining how much earnings your website can generate with Google Adsense.  And these metrics are being calculated literally on a second by second basis.

Of those metrics, I believe that bounce rate plays a major role in your Google Adsense earning’s potential.

If your bounce rate is high (which is not good), then your site will not attract the higher paying advertisers.  After all, Google Adsense automatically determines the best (or highest paying) ads to show on your site.  And the most profitable ads will only be shown on the site that is delivering metrics that indicate it is a high quality site.

If your bounce rate is low (which is good), then your site will typically have the attributes of a high quality website and in turn, higher paying ads will be presented on your site.

Again, I can’t verify this in anyway, but considering the metrics and calculations that Google must perform in order to maximize revenue and ad payments, this only makes sense.
Re: What's considered a good or bad bounce rate? masterooni 3/1/11 5:33 PM
Bounce rate analysis should also consider the type of page. From my experience, a single-article page will almost always have a much higher bounce rate than an index page, which is typically designed to be a jump off point for other content.

I would not worry about ad prices, rather I would look into making my single-article page a jump off point for other content. The previous reply mentions enticing users to view other content, and I totally agree. I would consider highlighting links to relevant content from pages with relatively low bounce rates. Making the navigation more user friendly also helps a lot.

Bounce rates are good ways to identify areas for improvement, particularly design- and structure-wise.
Re: What's considered a good or bad bounce rate? lightbhaskar 4/26/11 3:47 AM
If you can provide information that need for the visitors so they stay on your website for more time, then bouncing rates become normal.i think even 41% is not better.i feel anything below 40 will be good.
Re: What's considered a good or bad bounce rate? tp4266 5/25/11 10:07 AM
my website stay steady around 5% bounce rate so i guess i'm doing good with the traffic i get.
Re: What's considered a good or bad bounce rate? webinkcreative 6/15/11 5:48 AM
Almost all the above answers are indeed correct. However, with the broad spectrum of industries my company works with, we find that retail businesses with well designed landing pages have a bounce rate of about 15% to 30%. Business to business websites have bounce rates from 25% to 45%. Anything in the higher ranges for each respective industry type indicates a change is needed.

Changing the text links to image links, making headlines prominent and defining the purpose of the site and the location of the business helps to reduce bounces immensely.

More importantly though, our websites reside in a world that is plagued with Bots... such as SpamBots and IRCBots. There are good Bots too, like GoogleBot and MSNBot. Unfortunately, bad bots will hit our websites, trawling for email addresses etc. Bots bounce in and out of your website.

More Bots equals more bounces. Look at your website's latest visitors IP address list, check the time on site for those IP's and if you don't feel comfortable having visits with a 4 second duration from Shanghai or Nigeria, simply have your host block those IP address ranges... then watch your Bounce Rate, if it goes down presto! If it doesn't check your visitors IP's again and try blocking any suspect ones again.

If you find that your Bounce Rate continues to be an issue ask a qualified designer and a copy writer to give you an appraisal of your site. Everything can be fixed... even bounce rates! Bots... well, we have to live with them for now...

Paul Thomas
Re: What's considered a good or bad bounce rate? Killzone_Kid 9/7/11 3:06 AM
Bounce rate - people stopping at the landing page....If a site provides reference material and lands users exactly on the page they need the bounce rate would probably be off the roof.
Re: What's considered a good or bad bounce rate? Droidroid 9/20/11 12:58 AM
Much more important than the bounce rate (because of some of the factors already discussed in previous posts such as a visitor getting all the information they require from the landing page, for example a contact number), is the site producing enough quality leads or business?

It all depends on the what is being promoted. A high bounce rate is not desirable for an e-commerce site or online shop as ideally one would like someone to browse deep enough to find a product they desire and proceed through the sales funnel to the check-out.

A website offering a single faceted, uncomplicated service may get all the business they can handle with a much higher bounce rate if contact details such as telephone number are displayed on every page and their customers prefer to or need to phone for a speedy response. Examples which spring to mind for this would be a business such as an emergency vehicle recovery service or perhaps an emergency plumber.

The best thing to do with Google Analytics is decide what your goals are (something which should have really been established in the planning stages of a website) and set these goals up in the reporting. It is then easy to establish if your goals are met. A goal could be someone reaching the 'thank-you' page either after having made a purchase or after completing a contact inquiry form. This is a much better way to assess the whole effectiveness of your site and sales funnel.

If your sales funnel is not working, bounce rate is a good way of assessing the the relative effectiveness of each page in the funnel. The pages with the highest bounce rate will be the ones which require the most attention.
Re: What's considered a good or bad bounce rate? Sim5000 10/8/11 10:04 AM
I have a commodities advisory blog with a bounce rate of 70% !!! .. So what do I need to do to improve it ? Can someone visit and let me know..
Re: What's considered a good or bad bounce rate? webwooky 10/15/11 6:06 AM
I found this post by typing in "whats a good bounce rate" in google.

I'm getting the following (for past 30 days)
12,296         Visits         
10.94%         Bounce Rate
31,010         Pageviews         
00:02:24         Avg. Time on Site
2.52         Pages/Visit         
83.62%         % New Visits

Going by the above, I shouldn't be alarmed or worried about my 10.94% Bounce-rate.. going by the above, it looks cause to celebrate?

Just want to get a good understanding to know whether I'm on the right track or whether there are more things I can do to improve the bounce rate..
Re: What's considered a good or bad bounce rate? JezC 10/25/11 2:15 PM
@webinkcreative - Bounce Rate is not measured from bots. Google Analytics uses a JavaScript Web Beacon. This is triggered in browsers. It is not triggered (yet) by bots. Bots can not contribute to Bounce Rate.

You can tell. Look at Visitors, the Technology section. "Browser and OS" are reported. These are taken from the information supplied by the visiting technology. You will not see "Googlebot" or Adsbot, Slurp, etc represented. Those values are taken from the same fields that carry the Browser and OS data - and also carry the Googlebot/Slurp/MSNbot/Yandex/etc recognition data. 

And, FWIW, I worked on a consumer information site that regarded a 90%+ bounce rate as a sign they were doing their job. Bounce rates depend on the industry, the technology of the site (AJAX content can reduce pageviews, deliver what users want, etc) and the complexity of the proposition. I've seen bounce rates increase, and enquiries and sales per visitor increase - because of changes to the page content design.

*Changes* in bounce rate are probably important. The absolute value needs to be understood for that page, that search query and the business... and can vary madly, IMO.
Re: What's considered a good or bad bounce rate? alwine 10/30/11 10:09 PM
I have a high bounce rate, but my two sites are about honey bees and beekeeping and my site's pages are very specific and very content rich. Most of my visitors come from search engines and most are looking for information on a very specific subject matter, such as removing bees from walls and ceilings, why do bees swarm, the healthy benefits of honey, african bees ..etc., the point being that the visitor is going direct to the page that provides the answer to their question and then leaves. Another factor that I believe backs up my opinion is that on one site a visitor spends an average of about one and a half minutes and on the other site they spend an average of two and a half minutes - so they are spending a lot of time on one rich content web page.

So, I think the general answer to the bounce rate question very much depends on the purpose of the site. If the visitor finds out what they want to know they leave satisfied.
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