What is a Good Bounce Rate in Google Analytics?


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First of all, what does your bounce rate mean? The bounce rate is the percentage of people who land on a particular page and then leave the website from that very same page. For instance, if I search for “maine seo”, land on my blog, decide that it wasn’t what I was looking for, and then go back and try my search again…that would count as apart of my bounce rate. At the same time, if I searched the very same query, find this blog, find what I’m looking for by reading a post or two, then leave…that again would count towards by bounce rate.

For this reason, bounce rates can be misleading. A person could spend 5 seconds or 5 minutes on the page before “bouncing”, you don’t know. They could very well have found what they’re looking for and decided to call you or email you. Google Analytics goals, in this case, wouldn’t help with this disconnect. Only by asking your customer with something like “How did you find us?” would you know they actually ever visited your site.

But I digress…the only additional information Google provides if you drill down into the bounce rate section is the bounce rate per day:

daily bounce rate

If you go into the Content section, you can see the bounce rate for individual pages. Typically, the pages with the most pageviews (or the top content pages) will also have the highest bounce rate. You can also see that the % Exiting is often similar to the bounce rate:

page bounce rate

maine seo bounce rateSo, what’s a good bounce rate? It really depends on your industry. My blog has almost an 80% bounce rate. This is fairly typical for both my industry and for blogs in general. With blogs, searchers will read a post or check out the homepage and then move on – hence the higher rate.

In particular, I’ve notice that websites for hotels, inns, and motels tend to have a low bounce rate – something in the 30% range, since people searching for hotels know specifically what they’re looking for when they click on the result. Furthermore, when you’re perusing a hotel’s site, you want to check out more than one page. At a minimum, that includes something that resembles amenities and rates pages.

When are you in trouble? In general, the bounce rate isn’t the most important stat to pay attention to. But there a few things you should keep your eye on, including:

  • If your bounce rate increases or decreases dramatically. Did you change something for the better – or worse?
  • If the bounce rate on one particular page is significantly higher or lower. This might cause you to change that page (for a higher-than-average rate), or other pages on the site to replicate it (for a lower-than-average rate).
  • If the % exiting far exceeds the bounce rate. This means that people have visited more than one page on the site, but something is causing them to leave the site from this point. Should they be?

Your bounce rate is heavily dependent on both your industry and your site architecture. But if you bare the above in mind, you can effectively manage it.

Nicki Hicks
Bouncing is what Tiggers do best

  • http://www.job-interview-site.com Ziv

    The key point is – How to reduce bounce rate? do I have to refer the visitors to other articles?

    My blog’s bounce rate is on average of 65%, 2.2 minutes, 2.3 visited pages and I am concerned.
    I would like that visitors will read at least 3 articles before leaving.
    The blog receives targeted traffic and I really do not understand the reason for leaving after 2-3 pages, when most of the useful info can be reached after reading 3-4 artciles.

  • http://www.flyte.biz Nicki

    Ziv,

    That’s the tough part. While I would argue that, for a blog, those stats are pretty good; it sounds like you’d really like to get that bounce rate down.

    Experimenting is the best way. Change one thing at a time – your call to action, your posts, etc. See which posts have the lowest bounce rate and work around/write more on those topics.

  • http://www.thenewageblog.com/ Trevor Mayes – The New Age Blog

    This is the best explaination that i have come across for explaining a high bounce rate. As i run a blog its very reassuring to know that a high bounce rate of 80% is normal for this industry.

    I read a warning that concentrating on improvement can lead to gimmicks that drive away returning visitors who are the people we should be retaining.

    Another reassuring factor is to look at different pages, my home page has a bounce rate of only 44% which i am very pleased about as it means i am keeping the people that i am actively trying to stay on the site.

    The only change i have made is with regard to usability putting lines in the category list makes them more readable.

    However, i will look at high bounce pages which answer the search term query and having got the info they go away, but i will see if i can add some more info for them to look at.

    I use benchmarls and notice that while other sites have a bounce rate of only 47% they read 3.4 pages compared to only 2 of mine. However, my visitors stay on site slightly longer which suggests my pages are being read and theirs are not.

    Its the old saying there are lies, damn lies, and statistics!

  • frustrated

    i’m a relatively new blogger. i have been blogging for nearly six months. now that i think about it, though I appreciate this type of information and I agree with the first half of this article.

    the truth is we can never say what causes a high bounce rate. yes i believe it can fall into the categories outlined here, but you can’t say what the precise or exact reason someone exits a site, or how long they were on the site before leaving. this has been a source of great frustration for me when all I have to rely on is speculation based on percentages. you’re trying to figure out something when you don’t have any verbal feedback, which is more exact.

    lots of people get on the internet at their place of employment; from this vantage point i think its probable a high bounce rate from time to time can be attributed to `the boss is coming’ type of thing. so they get out of a site before the boss can see it. maybe the telephone rang or something else happened that took them away from their desk, and they had to leave. a high bounce rate may not necessarily reflect the content is bad or the overall blog is not interesting.

  • http://OurIslamic.com Humza

    Thanks a lot for the info! I have a 68% bounce rate for http://OurIslamic.com (My first website ever).

  • http://rickandkathy.com Kathy

    Thanks for the helpful explanation.

    We have a “personality” website we post to daily, mostly for fun and to keep our humor writing, cartooning, and photo skills in shape. Topics range across the spectrum of whatever we found interesting that day. Still, it’s interesting to see what topics and medium were most compelling. And no surprise, looking at bounce rate shows that topics that are part of a thematic thread or are completely unique to our site have the lowest bounce rate.

    For instance, I crocheted a hat last week in honor of Alexandre Bilodeau’s Olympic gold medal for Canada and blogged on it, titling it “In Honor of Gold, I’m Making A Bobbled Bilodeau.” Three days later, we posted “Bobbled Bilodeau Update,” and guess what? A bounce rate of zero.

    Thanks again for enlightening!

    Ciao, Kathy

  • http://www.tassielocal.com.au John Robinson

    Thanks for you explaination, I have a small, just launched business directory in Tasmania, Australia and it is interesting to compare the bounce rate, average time on page and exit rates, my home page has an average 17% Bounce rate, short time on page and then many other pages views, which would suggest people liked my site and went off to explore other pages.

    I also have pages for the many towns and cities in Tasmania, these pages typically have a higher bounce rate (75%) longer time on page (3-4 minutes) and a higher exit rate (40-60%) this would suggest that people found what they wanted, stayed long enough to read the content (I can read these pages in 3-4 mins) and then left.

    I have spent a lot of time on my Analytics page, reading the stats and looking at blog pages like this one, when you put yourself in your site visitors shoes, or ask friends to look at your site the numbers start to make more sense.

    Thanks again for your information

    Cheers
    John

  • http://criteriuminc.com dan

    In google analytics, there are some pages on my site with high page views and a bounce rate of around 50%. From what I understand, if they have a bounce rate at all that means someone is entering my site on those pages. But those pages don’t come up in google searches at all even if you copy the entire title tag of the page and do a search on it (many of the pages of the site have the same title tags). The only way to get them to come up at all is do a search on a significantly long string of text from the page, which is something that nobody would do. Also these pages aren’t linked from any adword ads. How are people entering my site on these pages?

  • http://www.flyte.biz Nicki

    Hi Dan,

    Those pages are (hopefully) linked from other places on your website. If that’s the case, you’re having indexing issues and Google isn’t finding the pages. If you want them found, look into creating a better linking strategy to get them indexed. If you don’t want them found, be sure to add them to your robots.txt file.

    If it’s not through links from other pages, other websites are linking to those pages. I highly doubt people are directly typing in the URL (unless they’re special promotional pages you’ve put up).

    Best,
    Nicki

  • http://www.analyticsseo.com Nicole

    Here’s an interesting article about average website metrics:

    http://www.analyticsseo.com/blog/average-website-metrics-google-analytics-bounce-rate-time-on-site

    It suggests a typical bounce rate is about 40%.

  • http://www.flyte.biz Nicki

    Nicole, thanks for posting that resource!

    -Nicki

  • http://starlightrealmlifeloveandhoroscopes.blogspot.com/ Anna Bauhaus

    Thanks for this post! : ) I feel much better now. : ) I have a bounce rate of 50% on average, which is quite good I realize now (hahaha, I was actually a bit worried that it was a tad too high, since I didn’t know too much about bounce rates : ). However, I was mostly worried that the pages with the highest bounce rates …were my most popular pages(!) But I realize now that that’s completely normal and actually a good sign. So thanks for this blog post! Now I can sleep better. : )

  • Coufu

    Is this why cracked.com has most of their article span two pages?

  • http://www.flyte.biz Nicki

    Quite possibly…I find a lot of websites like that spread posts/articles on multiple pages. It’s a great way to track if/when you lose your readers!

  • http://www.writeforhr.com Mubashir

    Is there is any way I can get a email message whenever you post new article on your website.

  • http://www.flyte.biz Nicki

    Mubashir,

    Simply enter your email address in the top right hand corner of the blog and you’ll get an email digest!

  • http://www.dctheblog.com Alana @ Domestically Challenged

    Thanks for the easy to read explanation!

  • http://www.rocketrider.net Bruce

    Thanks for the explanation. I’m just starting to get some traffic to my blog, so reading and trying to understand Google Analytics takes on a new meaning now. So far I’m in the 70′s so, it seems that’s ok to start with.

    Bruce

  • http://www.flyte.biz Nicki

    Bruce,

    The 70′s is a great place to start, especially for a blog. Good luck!

    Nicki

  • http://www.joanna-online.co.uk Joanna

    Thanks Niki,
    Every day we learn something different. I don’t really understand all the features at Google Analytics. You’ve just made one more thing clear for me. Thanks a lot
    Joanna

  • http://www.flyte.biz Nicki

    Joanna,

    So glad it helped :) Enjoy!

    Nicki

  • Vinnie

    Thank you for this….I think. I am a rookie blogger. My ‘bounce rate’ is….0. As in, zero. After reading all this, I think something must be wrong with the analytics. The overall bounce rate, from the very first blog to today, is 5.21% – which, it seems to me, is just not possible. Are there settings I have missed or something I need to do? Thank you!

  • http://www.flyte.biz Nicki

    Vinnie,

    Do your other statistics seem accurate? As in…are you still getting traffic stats, etc.?

    0 is certainly possible (but very rare!) for an individual post. However, even 5.21 – especially for a blog – is very low. I would look into making sure your Google Analytics code is installed one every page on your blog, and not just the homepage!

    All the best,
    Nicki

  • http://www.BestKratomCapsules.com Kratom Capsules

    I remember a few years back when I got into making sites on the internet and was like what is this bounce rate stuff all about……..

    My first site I started was a supplements site… I had no idea what I was getting into… 100′s of brands & thousands of products later I learned my lesson… It was almost impossible to keep up with site updates, adding products, shipping orders & SEO of so many pages & not to mention fierce competition! I threw in the towel and changed my way of thinking!

    I now have a few sites that I just checked in Google Analytics that have a bounce rate from 4%-7%…. and this is because I now build small niche sites that have 3-4 highly targeted words… so when customers arrive on my site they find the exactly what they are looking for & and then a call to action to click through.

    So I guess what I have found regarding a bounce rate and what is considered relevant depends on as Nicki mentioned on what your site
    is needing to accomplish… because a blogs objective could be very different than an eccommerce or affiliate site

  • http://www.flyte.biz Nicki

    Exactly! Thanks for sharing your experiences!

    The type of site is really the first (and most important) issue when it comes to determining what type of bounce rate you should have!

    -Nicki

  • http://www.mymoneycalculator.com.au/income-tax-calculator.html Income Tax Calculator

    Thanks for providing a bit your bounce details.

    I got some work to do – aiming for 50%

    atm:

    bounce rate = 67%
    avg. time spent on site = 1:55

  • Anonymous

    Thanks for the info. The bounce rate for our site HangoverPictures.com is 0.96% so I guess that’s pretty good.

  • http://snslurk.com Gero Brockschnieder

    Thanks for this! My blog is also around 75%-80% so that seems to be quite normal.

  • Lukas Larsson

    One of my blogs in the extreme sports niche has a bounce rate of 8%. This is by far the lowest of any of my sites.

  • http://uberdigests.info Howard

    Mine has a bounce rate 53% but average page visit is 3.. still okay I guess..

  • Techwizdom.com

    Best ending ever! Tiggers would make terrible web surfers…. Or great depending on your view. Thanks for the article.

  • Kljrealetsate

    great info thanks I was trying to figure it out by looking at it, and without any perspective I’m lost. Thanks

  • http://www.create-enable.com/ Baz Watkins

    At http://www.create-enable.com we average about 40%, but it would be nice to get some better data for home page bounces, as that is probably the hardest page to get right in terms of potential customer development

  • Anonymous

    i have a 27% bounce rate at the moment…
    thanks for the post!
    http://www.theidiotslife.in/

  • Anonymous

    we have a bounce rate of 35% http://glassdiningtable.co.uk

  • http://filipinoboxingjournal.com Filipinooxingjournal

    I have a sports blog. Average time on a post is 4 minutes and the bounce rate is 96%. Is that good or bad?

    http://filipinoboxingjournal.com

  • Freeads

    Nice Blog Thanks A Lot http://www.FreeAdvertising4.com

  • Samwilson321

    http://www.thebikeexchange.co.uk is looking at a 45% bounce rate right now.. need to get it down!

  • Heather W

    I have a bouce rate of 29% on my blog…

    http://heathersdiary.com

  • http://www.hogscripts.com php scripts

    always a pleasure stopping by your site.

  • Wiktor Liszkiewicz

    Our website have bounce-rate of 25% with 300 visitors per day and we planing on to getting it down to 15% by the end of the year.
    Its all about information and about the product. Are the information on your website useful to the user?

    By Tudorsolar (solar panel installers)

    http://www.tudorsolar.com

  • http://smallbrightpebbles.com Tracey G

    I have two blogs and I’m pleased with the bounce rate for both.

    http://smallbrightpebbles.com has a bounce rate of 3.4% and an average page read of 5 pages per visit.

    http://traceygrady.com had a reasonably high bounce rate until I changed the design recently; now the bounce rate has fallen (dramatically) and is currently 19% with an average page read of 2.4 pages per visit. I’d like the average page read to increase, so that’s what I’ll be working on next.

  • http://www.spunwicked.com/ Gaming News

    Very useful info… traffic sources seem to affect the bounce rate quite a lot too.

  • http://www.vivamexicoresorts.com/ Alexander John

    My website has a bounce rate of round about 52%, but it seems that I am getting a lot of unqualified traffic from external links. Search Engine Traffic is in the 20ies. Please check it out en let me know what you think http://vivamexicoresorts.com/

  • http://twitter.com/Smartmotiv Smartmotiv.com

    We own a smart car community website and my bounce rate is 8.08% with an average of 8 minutes spent on site. Is that good? Also we have been live for a month only and have 355 visits and 30% returning visitors with 2300 pageviews could any one let us know what they think of the stats?

    http://Www.smartmotiv.com

  • Jay

    my website has been up for 2 weeks 3 days and the google analytics are…..
    18,563 Visits
    6,199 Absolute Unique Visitors
    114,012 Pageviews
    6.14 Average Pageviews
    00:07:13 Time on Site
    15.56% Bounce Rate
    30.79% New Visits

    i am pleased with the results.
    my site is http://www.gxone.co.uk

  • Prefer

    The definition of bounce rate is not quite right here! It means the percentage of visitors who leave the site after only visiting your home/landing/splash/entrance page (whatever you prefer to call it), not any other page on the site. This definition is from within the Google Analytics website itself.

    I thought it was important to mention it.

  • http://twitter.com/therichbrooks therichbrooks

    That it is clearer definition. Thanks!

  • Philip Debeger

    My site bounce rate is 23.88% for http://www.expeditioncompany.co.uk/ which I’m happy with now just to get more visitors.

  • Me

    My bounce rate is around 29%, does anyone know where to find average bounce rates by industry?

    http://www.first-kiss.co.uk

  • http://twitter.com/HomeExposure Reinier

    I think the most important stats to watch are where do people enter your site and how high a bounce rate has that particular page.

    More generic pages will have a higher bounce rate but I would try and focus on improving high entry high exit pages so that people stay longer on your site.

    My real estate site http://www.home-exposure-marbella for property in Spain has a bounce rate of 43 % which is ok but in the end it is about the conversion!

  • Graham

    We have a business networking site called http://www.thebizniz.com and our bounce rate is 30% with an average time on site of 14 Minutes. I suppose its all about the person seeing what their expecting. Also the other comment on here about watching the exit page is also a great comment.

  • http://www.eatcology.com/ Molly from eatcology.com

    I’ll just add here not to panic right away if there is a particular page that people are exiting from. Take a look: is that a sales page? Are they clicking on ads there? It’s possible that a high exit rate from a particular page could actually be the sound of a cash register in the distance…

  • http://www.promotionproducts.com.au/galleries/Pampering/Branded-Products-For-Her/ Alana Brisbane

    Interesting read! There have been different articles about this matter and this is by far the best one I’ve read. Speaking of which, our business has been using different promotional products such as Branded Products and so far they are doing great. With this article, we can use other items and find out if they would be good for the next upcoming events.

  • http://www.facebook.com/profile.php?id=100002431528565 Wobblo Spamhead

    Around 65% at the moment, but we’d like it to be even lower! Still, you have to start somewhere.

    http://www.btoe.com

  • MrJoshuaPack

    80% is very high even for a blog. http://www.joshuapack.com gets a 56% bounce rate which I think is not that great. However I have some users that have been on the site for hours, and I guess reading my older reviews and such. This was indeed a well written article.

  • Rhi

    and here i am complaining about my 11% bounce rate….guess I’m doing alright :)

  • Jon

    nice article, have always wanted to know the exact details of bounce rate, one question, is it any page? or specific landing pages as one reply suggested


    http://www.funny-cats-and-dogs.com has about 85% bounce rate, need to work on that :(

  • Craig

    I have a campaign for http://www.gemmalighting.com/products/ledcarparklighting/ which has a bounce rate of 1%. This seems very low, could it be an error? All other pages are around 30%.

  • http://www.facebook.com/people/Philip-Hewitson/730465816 Philip Hewitson

    Has something happened to your site recently ?
    I use variouse tracking that is normally pretty acurate and I can’t see your site ranking for any keywords …I do like the site though I recently bought solar pannels myself and the information you offer is very good

  • http://www.facebook.com/SoulSanctuaryLuke Jon Hutchinson

    Thank you this was very helpful, I’ve only just installed Google analytics and after about 5 days my bounce rate has gone up from around 40% to about 70% which I thought was exceedingly high. As it’s new I know it will take time to even out and get a clear picture but if other good and well managed sites are getting such a high bounce rate then I guess I shouldn;t be too concerned at this point. :) Thanks again.

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  • Krista Bainbridge

    Thank you for this post – I have been trying to figure out bounce rate for awhile and realized that most of my views come google search or Twitter – they come in, read it and leave.

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