For ecommerce, a "good" bounce rateis 40-55%. Average is 50-60%. Over 70% means you have a serious mismatch between traffic and content. Under 30% is either genuinely excellent or you're measuring wrong.
Benchmarks by page type
- →Home page: 35-55%.
- →Category / collection pages: 40-55%.
- →Product pages: 45-65%.
- →Blog posts: 60-75% (normal, readers leave after reading).
- →Paid landing pages: 25-40% (target).
- →Post-purchase thank you: 10-25%.
Bounce rate by traffic source
- →Direct: 40-50% (engaged audience).
- →Organic search: 45-60% (quality depends on intent match).
- →Paid search: 35-55% (should be lower than organic).
- →Paid social: 55-75% (interruption traffic).
- →Email: 30-45% (warm audience).
The GA4 "engaged session" caveat
GA4doesn't report bounce rate by default, it reports "engagement rate" instead. An engaged session is one that lasts 10+ seconds, has 1+ conversion event, or has 2+ pageviews. Calculate bounce as 1 minus engagement rate.
High bounce usually means
Slow load time (especially mobile), mismatched traffic intent, intrusive popup on load, weak hero section that fails to communicate value, or broken mobile experience. Run our bounce rate diagnostic tool to find which of these applies.
Apply this: free conversion tools.
Turn the frameworks above into action with our free calculators and auditors. No signup required.