Average Bounce Rate by Industry (2025 Benchmarks)

Why Bounce Rate Benchmarks Matter

So, you’re wondering about the average bounce rate, right? Well, it’s the percentage of visitors who have come to your site and then leave after only visiting one page. Think of it like someone popping into a shop, taking a quick look, and then walking out without buying anything or going down any isles. That’s your bounce rate in a nutshell.

Now, here’s the tricky part for business owners, not every industry has the same “normal” bounce rate. What’s a good number for a blog might be totally different from what’s expected for an online store. That’s why it’s super helpful to look at industry-specific averages before you begin to worry. They give you a better idea of what to aim for instead of just guessing.

In this article, we’re going to break down what average bounce rates look like across different industries in 2025. You’ll get a feel for why these numbers matter and how knowing them can help you figure out what’s going on with your own site.

So, stick around because this info will help you set realistic goals and improve how people interact with your website.

What Is an Average Bounce Rate?

Average bounce rate, it sounds simple, right? But it’s actually a bit of a slippery slope to tackle. At its core, it’s the usual share of visitors who check out just one page before disappearing. Picture a crowd hanging around, but many glance once and walk off. That’s your bounce in action.

Now, here’s where it gets tricky: not every website plays by the same rules. Blogs? Expect a lot of folks popping in for one article and then heading out. Online shops? You should expect people to be browsing and buying so that means lower bounce numbers.

So, saying “average bounce rate” is like talking about “average weather” without naming a city that you’re referring to. It changes depending on industry, page type, even the time of year for each business.

Understanding this helps you avoid the trap of chasing phantom numbers. Instead, you look at your bounce rate in context, with eyes wide open, knowing what’s normal for your kind of site.

And that’s the game-changer. Recognizing these differences lets you make smarter calls about your website and your visitors so that you know when to make a change.

In short, the average bounce rate is a useful guide but it’s just one piece of the puzzle.

Good vs Bad Bounce Rate: What’s Considered Healthy?

Figuring out what is considered to be a good bounce rate can feel like trying to hit a moving target. The truth is, bounce rates aren’t one-size-fits-all and you wouldn’t want them to be. They swing wildly depending on a few factors, and knowing what’s “healthy” means looking beyond just numbers.

Generally speaking, a bounce rate under 40% is excellent, think of it as visitors sticking around and really engaging with your website. Between 40% and 60%? That’s pretty normal and likely should not be a concern. Above 60%, and you might want to start paying attention because a high bounce rate could mean trouble.

But hold on, it’s not just about percentages. What you consider a good bounce rate depends a lot on visitor intent for each individual page. Someone landing on a blog post might read a single article and leave but that’s expected and totally fine. Meanwhile, an online shop wants users clicking through multiple product pages because there is likely an issue if too many users are leaving after landing on your home page.

Device type also plays a role. Mobile users will bounce more frequently if a site isn’t optimized for small screens. Content type matters too as landing pages and quick-answer pages often have higher bounce rates because visitors find what they need fast and leave.

Typically, to improve your bounce rate you need to figure out what is causing your users to leave. This could be anything from slow loading times or a page that isn’t mobile friendly so they decide to bounce instead of sticking around. Once you are able to work on improving these issues, you will slowly see your bounce rate return to normal. Here at CausalFunnel, we use our AI crawlers and advanced heatmap tools in order to figure out where your visitors are dropping off. Try our persona nudge dashboard to get started today.

So, when judging bounce rate, keep context front and center. Don’t get hung up on numbers alone. Instead, think about the experience your site delivers based on who’s visiting, how, and why. That will give you a better understanding of what pages are causing issues and what ones are not. 

Average Bounce Rate by Industry (2025 Benchmarks)

Knowing the average bounce rate for your industry is crucial when trying to understand how your website compares to your competitors. Bounce rates can vary a lot, depending on the sector, the audience, and the type of content you offer to your customers. Let’s unpack some of the latest industry benchmarks for 2025 and see what’s trending compared to last year.

Here’s a quick snapshot of typical bounce rate stats across industries, backed by data from Google Analytics, Hotjar, and HubSpot:

• Ecommerce: The average bounce rate sits around 20% to 45% in 2025, a slight improvement from 25%-50% in 2024. Online stores are heavily focusing on reducing bounce to boost conversions by encouraging visitors to explore products.
• Blogs and Content Sites: These tend to have higher bounce rates of about 70% to 90%. That’s up slightly from last year’s 65%-85%. Readers often come for a single article, so a higher bounce here is normal.
• SaaS (Software as a Service): Bounce rates hover between 35% and 55%, relatively stable from 2024. SaaS sites aim to balance informative content with strong CTAs to reduce bounce and push signups to prevent bounces.
• Service Businesses: Bounce rates range widely, typically between 10% and 50%. This category saw a minor dip from last year, likely due to improved website usability and clearer user journeys as more tools become available.
• B2B vs. B2C: B2B websites average a bounce rate of 30%-55%, while B2C sites range slightly higher, from 35% to 60%. The difference reflects varied visitor intent and engagement styles of target audiences.
• Media and News Sites: Bounce rates are typically high, between 60% and 85%. Visitors often click a headline, read a story, and leave, which explains these numbers.

Trends to Watch in 2025

Compared to 2024, bounce rates are slowly declining in industries that have been investing in better user experience and personalized content. Ecommerce businesses, in particular, benefit from faster loading times and smarter product recommendations as there is no face to face interacting during the sale. Blogs see a slight rise due to the explosion of niche content competing for attention.

Why These Benchmarks Matter

Knowing the average bounce rate in your industry compared to these niche averages helps set realistic goals. It also shows how bounce rate ties to conversion rates as lower bounce often correlates with higher conversions. But context matters: a high bounce rate isn’t always bad if your page meets visitor needs in one shot.

Keep an eye on your sector’s benchmarks, adapt your site accordingly, and use this data to fuel ongoing optimization. The most important thing is to make a change when something stops working before it has a negative impact on your business growth.

Average Bounce Rate in Ecommerce Sites

So, what is the average bounce rate in ecommerce? It usually lands somewhere between 20% and 45%, but don’t take that as the one and only truth because it really depends on the page and what visitors are doing. Some pages are stickier than others and that is okay.

Take product pages, for example. Folks are browsing, maybe comparing, so bounce rates there tend to be lower. But once they hit the cart or checkout, things get tricky. That’s where a lot of shoppers bail out, that’s what we call checkout abandonment. Maybe the process feels too long or confusing.

One big thing that kills engagement? Slow load times. If your site drags, people don’t wait around. UX matters too because a cluttered layout or buttons that hide in weird places can make shoppers run for the hills.

And don’t forget to ensure that your site is set up for mobile devices. More than ever people are shopping on their phones, so if your site isn’t built for mobile, you’re in big trouble. Making sure everything’s easy to tap and looks good on small screens is a must.

To fix bounce rates, speed up your pages and then compress those images! Keep your design clean and your CTAs obvious. Test what works and listen to where users drop off. Sometimes, tiny changes like clearer product info or a smoother checkout can make a world of difference.

Watching the average bounce rate in ecommerce helps you catch problems before they grow into real issues. It’s all about making shopping easy and enjoyable.

Why Industry Matters When Judging Bounce Rate

Bounce rates aren’t the same everywhere. They shift quite a bit depending on the industry you’re in, and that’s something many folks overlook. Understanding why can save you from jumping to wrong conclusions.

Different industries bring different crowds. Take blogs, for example. People visit to read one article and then bounce. That’s normal behavior, even if it looks like a high bounce rate on paper.

Now, ecommerce sites? They want visitors clicking through pages, adding items to carts, and making purchases. So their bounce rates should be lower, since more page views mean more engagement. An in person store with a website would worry less about these issues than your business should. 

Where visitors come from also changes things. Social media traffic might be casual, just browsing. But folks coming from search engines? They usually have a specific goal in mind, like buying or learning something. These different intentions cause bounce rates to vary a lot.

So, don’t just stare at numbers. A high bounce rate might be exactly what you expect for your industry. Knowing your sector’s typical bounce rate helps you set realistic targets and find where improvements truly matter.

Checking how you stack up against the average bounce rate in your field gives you a better picture than raw numbers alone.

Tips to Optimize Based on Your Industry’s Average

Getting a good bounce rate means understanding what works best for your specific industry. What helps a blog keep readers engaged won’t always suit an ecommerce store or a B2B landing page. Here are some practical tips tailored to different site types so you can optimize bounce rate like a pro.

For Content-Heavy Blogs:

• Break up long posts with clear headings and bullet points. Nobody likes walls of text.
• Use internal linking to guide readers to related articles—they’re more likely to stick around if you make it easy.
• Add engaging visuals to keep things interesting and help explain your points better.
• Keep an eye on your site’s performance with tools tracking average bounce rate so you know what content truly resonates.

For Ecommerce Sites:

• Speed matters. Compress images and streamline your checkout process to reduce bounces from frustrated shoppers.
• Make your calls-to-action (CTAs) crystal clear—big buttons, straightforward wording, and easy access.
• Mobile optimization is a must; if your site isn’t smooth on phones, you’re losing customers.
• Use internal links to recommend related products and keep visitors exploring.

For B2B Landing Pages:

• Focus on clarity—visitors want quick answers and easy ways to contact you or get more info.
• Limit distractions; too many options or clutter can send people away fast.
• Test different CTA placements and wording to see what converts best.
• Make sure your page loads fast and looks sharp on all devices.

Across all industries, regularly improving user experience (UX) is key to reducing exits and increasing time on page. Keep testing, tweaking, and listening to your audience. Small changes, like better internal linking or a clearer CTA, often make the biggest difference.

Understanding your average bounce rate is the first step to improving how visitors interact with your site. A good bounce rate usually falls under 40%, while 40% to 60% is considered normal, depending on your industry. High bounce rates aren’t always bad, but they do signal a need for a closer look. The next step? Audit your site’s bounce rate using reliable tools and compare your numbers with industry benchmarks. This way, you can pinpoint what’s working and where to optimize for better engagement.