Bounce Rate - Industry Averages
Bounce rate has become one of the most talked about web
metrics, and a lot has been written about what this
metrics means and how it should be interpreted and used.
I also wrote about Bounce Rate in my post called
Bounce Rate Demystified.
You might say "Ok, I understand what bounce rate is and see the importance of it, now tell me, What is the typical Bounce Rate?"
To answer this very question, I conducted a survey to understand what Bounce
Rates to expect for various types of sites. The sites were classified under 6
categories, ecommerce, Product Information, Lead Generation, News/Media,
Branding and Other. Other was a bucket for sites that did not fit other 5
categories, some of the sites included in “Other” where social networking,
online gaming, travel search engine, tool/utility, bank and training, customer
support. Since most of the sites have more than one purpose, respondents were
asked to select only one category to classify theirs sites based on the main
purpose of the site.