What is a good bounce rate?

/ 02

What bounce rate actually means

In classic GA4, a 'bounce' is a session with no engagement — no scroll, no click, no conversion event, and less than 10 seconds on page. Every other session counts as 'engaged'.

So bounce rate answers one question: what percentage of visitors turned up and left without doing anything meaningful? That's useful, but only if you compare to the right benchmark.

/ 03

Sensible benchmarks by page type

Bounce rate benchmarks vary wildly by industry and page purpose. A blog post exists to answer a question — if it does, the visitor bounces and that's a win, not a failure.

• • Ecommerce product page: 20–40%
• • Ecommerce homepage: 30–50%
• • Lead-gen landing page: 30–55%
• • Content/blog post: 60–90% (higher is normal)
• • Contact or thank-you page: rarely useful to measure

/ 04

When to actually worry

Worry if bounce rate suddenly jumps 20+ points month-on-month — that usually means a broken tracking implementation, a page speed problem, or a bad batch of paid traffic. Worry if it's high on pages that should convert (checkout, contact, pricing). Don't worry about it on blog content, glossary entries or FAQ pages.

/ 05

Where RIOT fits in

We're a small Colchester studio helping UK SMBs get your analytics setup right without agency waste or freelancer flake. If you've read this far and you want a second opinion on your specific setup, book a 20-minute call and we'll tell you honestly whether it's worth doing anything at all.

We work with clients across Essex, Suffolk, London and the wider UK — and remotely with brands abroad. No lock-in, no monthly retainer minimums, no pretending your problem is bigger than it is.

/ FAQs

Common questions