The Bounce Rate
The Bounce Rate (sometimes confused with exit rate) is an internet marketing term used in web traffic analysis. It represents the percentage of visitors who enter the site and "bounce" (leave the site) rather than continue viewing other pages within the same site.
Average Bounce Rate
As a rule of thumb, a bounce rate in the range of 25% to 40% percent is excellent. Between 40% to 55% percent is roughly average. From 55% to 70% percent is higher than average, but may not be cause for alarm depending on the website. Anything over 70 percent is disappointing for everything outside of blogs, news, events, etc.
The Unusually Good
Bounce rates from 25% to 30% are most likely as low as you’ll see them with everything working correctly. Anything under 40% that’s not the result of a broken Google Analytics installation is excellent, and indicative of a well built, professionally designed website that is meeting its users’ needs very well.
Mobile Bounce Rate
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. I looked at the mobile bounce rate across a sample of websites from and the average mobile bounce rate was just a shade under 61%. The rate for tablets was roughly 54%. Desktop visitors bounced only 46% of the time on average.
The Bad and the Ugly
A bounce rate below 20% or over 90% is usually a bad sign. The former hints at a problem with the analytics setup, the latter with the website. The only times I saw those ranges in my research were on sites with broken analytics implementations.
Set Your Own Baseline
Rather than worrying about keeping up with the Joneses and their fancy 29% bounce rate, set a baseline for your website, and work to improve it in relevant areas so you meet your visitors needs!
If you are keen to improve your results and would like some help, just let me know.
David — OURDESK — Strategic IT & Website Packages for Small Business