81% of online marketers say acquiring new customers is one of their top goals, despite higher costs than retaining customers. So okay, but what’s the point if they don’t stay?

One of the key factors to track is the bounce rate. Synonymous with good ergonomics, it allows you to understand whether your visitors are staying or leaving. But concretely what does this mean for your e-commerce site? How to reduce your bounce rate? Answers below.

What is the bounce rate?

Bounce rate is the percentage of visitors who view only one page of a website . This is a quality indicator for your site since it allows you to measure whether your Internet users are satisfied with the information they find there or not.

Indeed, if the majority of your visitors leave your site after seeing only one page, Google may interpret this as irrelevance and therefore downgrade your site.

What is a good bounce rate?

It should be noted that a high bounce rate is not necessarily a bad sign. Some sites, such as translation or definition sites, have a bounce rate due to their nature. Once the Internet user has found the information sought, he leaves again.

It is important to know that a person can spend 10 seconds like 10 minutes on the page. If it does not visit any others, it is counted as a bounce.

On average, the bounce rate varies between 25% and 70%. A “good average” is between 25 and 40%. It is almost impossible to go below.

What is a good bounce rate for an e-commerce site?

For an e-commerce site, a high bounce rate is a bad sign. Indeed, the objective is to show a maximum of pages to the Internet user. If they leave your site after just one page, it’s highly unlikely that they’ve made a purchase.

According to HubSpot, e-commerce sites typically have a 20-40% bounce rate. According to the new ContentSquare study, the average bounce rate of an e-commerce site is 47% .

By Industry, the lowest bounce rate is Retail / Fashion with 42.3%. Then follows:

  • Financial services with 43.4%
  • The automobile with 43.7%
  • Luxury with 45.8%
  • Travel with 47.3%
  • Cosmetics with 50.1%
  • Energy with 50.5%
  • Home and high-tech with 51.4%
  • Supermarkets with 52.1%

average e-commerce bounce rate

How is the bounce rate calculated?

Bounce rate = (number of single page sessions / all sessions) * 100

The bounce rate is calculated by taking the sum of the sessions that only viewed one page and then dividing it by the total number of sessions over the analyzed period. To get a percentage, multiply by 100 the result of the division in the formula.

How to measure the bounce rate?

The bounce rate of a website can be measured and monitored with many web analysis tools such as Google Analytics, Matomo Analytics, AT internet, Oribi, etc.

Any web traffic analysis solution is able to track this key performance indicator for any website.

How to find the bounce rate in Google Analytics?

google analytics bounce rate

In Google Analytics, the bounce rate is present in many reports but here is how to easily find it at the scale of a site:

Audience -> Overview -> Bounce Rate

To get the average bounce rate for a section of a website that starts with a specific word or sequence of letters, one can go to the Behavior section -> Site Content -> Landing Pages and then filter the pages destinations listed using Google Analytics advanced search. We will thus obtain filtered KPIs and the bounce rate corresponding only to the desired pages.

What are the average bounce rates by type of website?

E-commerce site, content site, blog, landing page, here are the average bounce rates observed according to each type of website:

Website typeAverage bounce rate
E-commerce websitesbetween 20 and 45%
B2b websitesbetween 25 and 55%
lead generation sitesbetween 30 and 55%
Content sites and tutorialsbetween 35 and 60%
Landing pagesbetween 60 and 90%
Online dictionaries and blogsbetween 60 and 95%

You should know that the average bounce rate depends both on the type of site but also on the sector of activity in which the site operates. Thus, a content site that references cooking recipes will often have a higher bounce rate than a real estate ad site.

Even if it doesn’t help much as it stands, here are the industries with the highest bounce rates :

  • Kitchen and food
  • Science
  • People and gossip information
  • Pets
  • News and current events

Conversely, here are the sectors with the lowest average bounce rates :

  • Real estate
  • E-commerce and online sales
  • Video games and gaming
  • Online communities
  • Jobs and training

What is a good redundancy rate by type of website?

In general, whatever the type of website, a good bounce rate is a low rate, as close as possible to 0%, although it is impossible to reach this figure (we will however see below in this article that a high rate does not always mean that the site is not optimized).

Here are some ranges to assess whether the rate of your website is rather good or improvable (for information only):

Website typeAverage bounce rate
E-commerce websitesbetween 20 and 30%
B2b websitesbetween 25 and 40%
lead generation sitesbetween 30 and 40%
Content sites and tutorialsbetween 35 and 50%
Landing pagesbetween 60 and 80%
Online dictionaries and blogsbetween 60 and 85%

Why is the bounce rate an important indicator to follow?

The bounce rate is an important KPI to follow because it allows you to have an overall view of the UX of a site, a group of pages or specific landing pages.

This indicator helps the webmarketer to know if the page to which he redirects Internet users and prospects offers a good user experience, although monitoring this indicator alone is not enough.

How to interpret the bounce rate?

Is a high bounce rate negative? Is a low bounce rate necessarily good?

Why is a bounce rate high? How to explain it? Is it harmful?

A high bounce rate can be completely normal and can be explained quite easily in some cases.

Here are some examples of situations where a high bounce rate is completely normal :

  • The site analyzed has only one page;
  • The content of the page visited is so complete that the Internet user does not have to consult another page to obtain more information on the subject covered by the analyzed page;

Of course, in most cases, a high bounce rate remains an indicator that must push the web analyst, SEO or web marketer to dig into why this rate is so high in order to limit it as much as possible .

If your site’s success depends on users viewing more than one page, then yes, a high bounce rate will be bad.

For example, if your homepage is the gateway to the rest of your site (e.g. news articles, product pages, services, …) and a high percentage of users only view your home page, this reflects a poor user experience or a mismatch between the search intent and the destination page if the user arrived via a search engine.

Is a low bounce rate necessarily good?

Not necessarily.

Just as a high bounce percentage can, in some cases, reflect a good user experience, a low bounce rate does not necessarily mean that the user experience of the page or site analyzed is good .

Here are some examples to illustrate this point:

  • If an Internet user cannot easily find the information he is looking for and must browse a large number of pages to do so, the bounce rate will certainly be high, but his user experience will not be optimal.
  • If many Internet users consult 3 pages in 20 seconds, do not read any of them (because the content or the UX of the site does not make them want), then leave the site, the bounce rate will certainly be very low, but it will not translate to a good browsing experience.

What are the impacts of a high bounce rate?

Does a high bounce rate have indirect impacts on other elements?

Does the bounce rate have an impact on other KPIs?

A high bounce rate has an impact on other indicators .

In Google Analytics for example, a session with a bounce corresponds to a session of 0 seconds, this means concretely that a session with a bounce will therefore have a negative impact on another indicator: the greater the number of sessions with a bounce, the lower the average session duration displayed in Google Analytics (and vice versa).

Does the bounce rate have an impact on SEO?

Although Google is increasingly putting UX at the heart of its algorithms to rank search results, it has not been proven that a high bounce rate can cause a downgrade in the results. organic search results on Google .

On the other hand, what must be avoided at all costs is to disappoint the Internet user as soon as he arrives on the site to prevent him from returning directly to the search results after having clicked on the link of your site.

6 tips to reduce (improve) the bounce rate of a website

Improving the bounce rate of a site is often an interesting step to put in place, here are some ways to consider to try to reduce as much as possible the number of visitors who only browse a single page.

1 – Optimize the internal link between articles

The easiest way to optimize the bounce rate and thus lower it as much as possible is to make the user want to consult other pages of your website by integrating links or call-to-action buttons to redirect them to another page of your site, if possible with a theme close to the article or the page on which it is, to maximize its click rate and, incidentally, the relevance of the internal link for search engines.

2- Set up the automatic reading of the next article on the scroll (“infinite scroll”)

Applicable especially for content sites, you have probably already seen it on some sites, but when you scroll down (scroll the page) to the bottom, you land on another page.

This process allows the publisher to take you to a second page, without your realizing it.

3- Split a file into several pages

Creating a single page or folder of 10,000 words can be a bit heavy for an Internet user to digest. This is why dividing it into several sub-pages can both be relevant to optimize reading and the user experience but also reduce the bounce rate by making the Internet user consult more than one page during his visit. .

4- Create slideshows

You have probably seen this format more than once on large media sites that make lists of places to visit, for example, but creating a slideshow where each slide is a page can help to drastically reduce a user’s bounce rate. and maximize the number of page views generated.

5- Add complementary / similar products in e-commerce

For e-commerce sites, in addition to the interest that this may have in terms of optimizing the conversion rate and turnover, offering Internet users complementary or similar products on a product sheet on a site e-commerce allows the passage, if he clicks on these products, to reduce the average bounce rate of the site by maximizing the number of pages visited.

6- Set up an automatic page refresh after x seconds

Although this method is not the most recommended, it is however the most effective and the easiest to put in place to artificially reduce the bounce rate of a site .

If you really want to drastically reduce the bounce rate of a site because you are convinced that Google is penalizing you for this in its search results, all you have to do is set up a meta refresh on the site you are managing. the header of all the pages for which you want to decrease the bounce rate.

Be careful, however, this risks altering the user experience of Internet users who visit your site, so it is advisable to choose a fairly large number of seconds to avoid interrupting the Internet user’s reading and scaring him away.

Here is the code to copy-paste in the tag

to set up an automatic page refresh every 3 minutes (180 seconds):

The number of seconds in the “content” section can be adjusted up or down depending on your expectations.

FAQ: What is the vocabulary to know to understand the problem of the bounce rate?

What is UX?

User experience (UX) is how a user interacts with and experiences a product or service .

It encompasses all aspects of the end user’s interaction with the company, its services and its products. It also includes all design elements, such as text, audio, visuals, and animations, as well as other features, such as usability and usability .

UX designers aim to create a positive experience for users by ensuring that systems meet their needs in an efficient, intuitive and enjoyable way.

The main components of UX are simplicity, usability, navigation flow, content clarity, and accessibility . UX design focuses on how easily users can interact with a website or application, ensuring that it makes sense to them and meets their needs.

When done well, UX can provide structural direction to developers while creating innovative solutions that delight users.

What is a landing page?

A landing page is a self-contained web page that visitors are directed to when they click on an online advertisement for a product or service. Landing pages are designed to collect information from potential customers by offering them something in return, such as a free download or a trial version of the product/service.

A good landing page should be attractive and compelling because it’s key to converting leads and getting more sales . It should also feature clear calls to action (CTAs), allowing visitors to quickly understand what they need to do to get what the ad promised them.

Additionally, landing pages need to incorporate features that make them easy to navigate and mobile-friendly, as consumers today spend more time accessing the Internet through their smartphones than through any other device.

What is the internal linking of a site?

The internal linking of a site is important for organizing the content and structure of a website or an application . It forms the basis of how all data will be organized and presented to users .

Good internal networking helps users and search engines easily find what they need, which improves the overall user experience.

Internal linking typically consists of hierarchical categories, meta tags, keywords, and anchor texts that connect related content . It also includes canonical links that tell search engines where to find content specific to that page.

Finally, when building an internal link, you should also include structured data tags to help machines understand the type of content presented on each page.

When done correctly, internal linking can dramatically improve usability and search engine optimization (SEO) by making websites easier to navigate and encouraging increased organic traffic .

What is a site header?

A website’s header is usually the first thing a visitor notices. It appears at the top of every page and usually includes the site title or logo . For example, a blog might have the phrase “John Doe’s Blog” in the header, while a retail store might include its logo.

Depending on the type of site, other elements may be included in the header, such as navigation menus, search boxes, and social media buttons .

The purpose of these elements is to make it easier for visitors to find what they’re looking for and move quickly between pages .

Along with adding navigational elements, some webmasters also change their headers to reflect seasonal events or other special occasions, which can drive additional engagement with potential customers.

By carefully crafting a memorable header design, you can create a positive first impression and encourage more visitors to explore your site.