Ecommerce Bounce Rates – 2016 Benchmarks

This is the second article in our Benchmark series, this time featuring Bounce Rates. Our first article was about Conversion Rate Benchmarks.

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Should you pay attention to Bounce Rates as a metric or is it not so important?

The answer is: it depends.

If everything is working well for you and your store is experiencing sustainable growth, it can be OK to have a high Bounce Rate.

But to me, in most cases a high Bounce Rate shows that something is not quite right with an online store.

A “bounce” happens when a visitor arrives at a particular website, but leaves without performing any action. A visitor “bounces” when they close the tab or click on the return button of their browser without:

  • Clicking on any link, button or piece of content
  • Sharing the page via social media, email or messaging
  • Interacting with customer support chat widgets
  • Buying a product
  • Having any type of interaction with the website

Bounce rate refers to the ratio between the number of visitors that “bounce” and the ones that keep on browsing through a website. So a high bounce rate means that visitors aren’t having a good first impression of the website.

A bad first impression is typically caused by a badly designed website, one without an organized display of information, or whose information is inconsistent with the ad or search result they clicked on before arriving on the site.

What is a good bounce rate for ecommerce?

When analyzing Compass’ growing dataset of over $13B in ecommerce transactions, we found that the average bounce conversion rate in ecommerce is 60%.

If you’re operating at a 36% bounce rate or lower, you’re among the industry top performers.

When is OK to have high bounce rates?

The effects of a high bounce rate will be different, depending on your industry, business model, average order value and many other factors.

Generally, ecommerce sites selling products that require researching and evaluating, such as a hotel or a car, will benefit from lower bounce rates, since you’ll want your customers to browse around your site for as long as possible.

Stores selling cheaper, simpler products might not suffer as much from having higher bounce rates, since the decision-making process is less complex.

It’s worth understanding where your site stands (or where it should be standing) regarding bounce rates, as it has a direct impact on conversion rates, revenue and profitability.

If you want to compare your bounce rates with similar companies, and gain a clear understanding about what is a good bounce rate would be for your business, click on the link below. It’s free and it only takes two minutes:

Compare your store’s Bounce Rate »

  • Michael Hixson

    We must be really good because our bounce rate is in the 2-3% range. Hard to believe the average is 60%. That is a lot of bounce in my opinion.

    • Kyle

      you almost certainly have an error in your analytics set up if your bounce rate is that low. Most likely, GA is counting double counting page views. Its a common error – I’d look into it if I were you.

      • Bjoernlasse

        Kyle is right. @michaelhixson:disqus Check if you’ve setup the GA code twice.

        • Michael Hixson

          That was the culprit.

      • Michael Hixson

        Thanks, you were right. This spurned me to do an audit.