According to the Marketing Tech Blog the average bounce rate in the retail sector currently stands at about 40.6%. So you look at that figure and think: “well our bounce rate is 39% so we’re ahead of the game.” Or perhaps your bounce rate is 41.3%, so really and truly you aren’t doing too badly against the industry norm.
But let’s look at it from another perspective. Most marketers are currently engaged in something of a marketing arms race with their competitors. Advertising in all its online variants may actually account for a relatively small amount of the visitors coming to your website, but – and this is a very big but – you have to keep spending because your competitors are. If you don’t allocate a healthy budget to online marketing, others will and they will get the trade. That’s the inescapable logic that has driven a continuing rise in online budgets at a time when spending on other types of marketing is being trimmed.
So let’s go back to that bounce rate. A bounce rate of around the industry norm of 40% could actually mean that when you’re paying out on a cost per click (CPC) basis four in ten of the customers you’ve paid for are taking a short look at the home or landing page, thinking “this is not for me” and taking their leave prematurely. In fact if you segment customers on the basis of what they do when they arrive at your site, those who bounce are probably the biggest single group of customers. Certainly, a much larger group than those who proceed down the funnel to conversion. So looked at in the light of rising online marketing, bounce rates are costly. And reducing bounce can make a marked difference to the ROI.