In analytics, a bounce is calculated specifically as a session that triggers only a single request, such as when a visitor lands on your product page and then exits without taking any other action/interaction during that session.
With your bounce rate segmented to focus on those visitors who legitimately bounce without a valuable level of engagement, you can analyze that data per product and landing page to see where optimization needs to take place.
Prioritizing your efforts is important here; don’t start with the pages sporting the highest bounce rates. Conversely, you shouldn’t ignore pages with lower bounce rates.
Instead, prioritize based on how those bounce rates impact your revenue.
A great tool to help you prioritize your optimization (especially for eCommerce sites) is the content grouping eCommerce Google Analytics reports.
There’s no such thing as a “good” level bounce rate. Because content across your site varies as much as the intent of the visitor it’s possible for a page to have a high bounce rate – much higher than product pages – without it necessarily being an issue.
Website bounce rates can also often vary drastically depending on traffic source, time period, product categories and more. Visitors which have been acquired through Google Adwords, for example, may have a much higher bounce rate than visitors that arrive through search engines with high commercial intent. So always keep in mind variations in your own data.
As a general principle, your targeted and expected bounce rate should reflect the purpose of the page.
Most websites have bounce rates somewhere between 26% and 70%. As a rule of thumb, a bounce rate in the range of 26% to 40% is great. 41% to 55% is ok. 56% to 70% is higher than average but may not be cause for alarm depending on the website. Bounce rates over 70% could be a problem.