Average Bounce Rate by Industry
While starting an online business may be relatively straightforward, maintaining it and driving it to success requires much more work. You’ll need to track key performance indicators and use these insights to tweak your marketing strategy.
One such metric to keep an eye on is bounce rate, which varies according to device, industry, and other factors. Here’s a look at the average bounce rate by industry, so you know what benchmarks to establish for your business.
Average bounce rate by industry: Top 10 table
|
Industry |
Average bounce rate |
|
1. Apparel and footwear |
35.76% |
|
2. Ecommerce and marketplaces |
38.61% |
|
3. Travel and leisure |
38.83% |
|
4. Food |
38.94% |
|
5. Health and wellness |
39.41% |
|
6. Automotive |
40.10% |
|
7. Health care |
40.94% |
|
8. Real estate |
41.14% |
|
9. Manufacturing |
41.78% |
|
10. Construction |
45.28% |
Industry average bounce rate: Five best-performing sectors
Results from a recent study of bounce rates by industry show that the average across all sectors is 44.04%. In other words, more than four out of every 10 visitors to an online store leave after visiting just one page.
Of the sectors the study analyzed, apparel and footwear performed the best. The average store selling apparel and footwear has a bounce rate of 35.76%, 8.28 percentage points lower than the overall average.
It’s worth mentioning that businesses in the apparel and footwear sector have a strong lead in many other ecommerce metrics. For instance, its number of monthly sessions is 13,280, nearly four times the average across all industries. Additionally, the number of conversions the average business in this sector registers every month is 537, the second-highest (after ecommerce and marketplaces) and more than three times the average of 153.
Apparel and footwear is followed closely behind by ecommerce and marketplaces, whose bounce rate is 38.61%, and travel and leisure businesses, with 38.83%.
Fourth on the list studying industry standard bounce rates is food. The sector has a bounce rate of 38.94%. The health and wellness industry completes the top five, with 39.41%.
This means that more than three out of five web visitors to these five industries with the best bounce rates browse through at least two pages before abandoning the page.
Industry average bounce rate: Sixth to 10th
The automotive industry is the sector with the sixth-best bounce rate, with 40.1%. Seventh on the chart ranking average bounce rates by industry is health care, with a rate of 40.94%.
Real estate and manufacturing are next, with 41.14% and 41.78%, respectively. The construction sector rounds out the top 10, with a bounce rate of 45.28%.