Average google analytics bounce rates
July 3, 2011
6 Comments
Someone asked me on Thursday what a typical bounce rate was. I said it depended on the site. Over the weekend, Google sent out its first analytics benchmarking newsletter with some global stats about bounce rates. I'm not sure how you use these averages (as they'll hide wide variations) but here are the figures broken down in various ways ...
Bounce rate by source
Bounce rate by country
Bounce rate year on year change
Hope they help.
Interesting. CPC Search seems to have the best results in terms of Pages per Visit and Bounce Rate, much better than Direct (which is a surprise).
At the same time those who visit the sites via CPC Search, flip through the pages with high speed, it seems. The average time spend on visited page is just about 38 seconds, comparing to 78 seconds generated by Direct access, more than twice as much. Even Organic search gives better results: 54 seconds per visited page.
I'm surprised by the 'Bounce rate by source' results.
In my experience, direct traffic has the lowest bounce rate, with the highest page/visit and longest time on site - intuitively this is because direct visitors are likely to be familiar with the site and its content.
On the other hand, CPC tends to have the highest bounce rate. However, the quoted figures don't distinguish between branded and non-branded keyword campaigns, and branded ones tend to have very low bounce rate.
(Alternately, Google could be using the figures to promote Paid Search
)
Do you mean they "cooked" the stats?
That's really interesting - I was unaware they provided this overview. I'm signed up as an admin to Analytics and sharing the data with Google, but not getting emailed the overview for my industry.
Is there a web-based version that they're accessible through do you know?
Cheers,
Matt
There's this: http://newslettermail.blogspot.com/2011/07/google-analytics-benchmarking.html
I'm astonished with some of these figures that were released, notably the same as everyone else - CPC! Now I wouldn't go as far as others to say they 'cooked the stats' , but do you think that the fact that CPC shows as the lowest bounce (cough) encouraged Google to promote these figures?
That said, surely people would only respond to their own data.