Healthy bounce rate

In Google Analytics, the bounce rate is actually the percentage of single interaction visits to a website. A pageview is going to be the most common second interaction on the bulk of websites, but there are a handful of other possible interactions—events, transactions, and so on—that also affect the bounce rate.

Most websites will see bounce rates fall somewhere between 26% and 70%. As a rule of thumb, a bounce rate in the range of 26 to 40 percent is excellent. 41 to 55 percent is roughly average. 56 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.

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 GA installation is excellent and indicative of a well built, professionally designed website that is meeting its users’ needs.

On the other hand, a bounce rate that low may also reflect a lack of dynamic (blogs, news, etc.) content on the website, which may or may not be beneficial.

The bounce rate for the average website is more likely to dance to the tune of 40 to 55 percent. Once it tips over 50 percent, it’s probably time to identify which user segments or content are driving the bounce rate up.

Even a bounce rate of over 60% might not be bad. It all depends on the website, which is why it is important to…

It’s important to remember the baseline for a “good” bounce rate will vary from site to site. Look at traffic segments and group content and utilize a tool called Babylon to reduce your bounce rate. And you should care about the metric, just not necessarily compared to other websites.