eCommerce Bounce Rate By Industry (+Tips To Improve)

As an eCommerce business owner, bounce rate is a metric that matters.

The average bounce rate for any eCommerce store is between 30% to 55%.

But the average bounce rate varies with the industry you are in and the channel that brings in the traffic.

Hence, considering a generic bounce rate as a benchmark will give you a wrong idea about how your store is doing.

So, let’s take a look at bounce rates by industry.

Average bounce rate of eCommerce stores by industry

1. Beauty

2. Fashion

3. Home Decor

4. Pet care

5. Electronics

6. Groceries

7. Luxury goods

8. Food and drinks

9. Jewelry

10. Books and media

11. Camping and hiking

12. Sports

1. Beauty

Bounce rate: 38.7%

If your bounce rate is not well within the industry standards, consider the following:

• The beauty industry is saturated with alternatives–if a site doesn't stand out in terms of product variety, price, or brand loyalty programs, users will easily bounce to competitors
• Consumers need tools or detailed descriptions to match products to their skin type and shade–consider adding a virtual try-on feature

• Detailed information about ingredients and benefits is crucial. Incomplete or vague descriptions can cause users to leave the site in search of better information
• Beauty shoppers often look for promotions, samples, or deals. If a site doesn't offer these incentives or makes them hard to find, users might leave quickly

Recommended articles:

33 Brilliant Ways To Improve Online Beauty Store Sales

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2. Fashion

Bounce rate: 38.3%

A few areas that you can look at for improvement are:

• Fashion shoppers are often concerned about the fit and sizing of clothing–if your site lacks detailed sizing guides, virtual fitting tools, or clear measurements, users may leave to find better information elsewhere
• Fashion is highly trend-driven–if your offerings are not aligned with current trends or the latest styles, shoppers may bounce to find more fashionable options
• Fashion shoppers look for products displayed on models that reflect their body type, gender, and ethnicity. A lack of diversity in product presentation can make your store  less appealing to a broader audience

• Increasingly, fashion shoppers are looking for sustainable and ethically produced clothing–you may consider providing information on this as well

Recommended articles:

23 Marketing Ideas For Online Fashion Stores (With Examples & Case Studies)

How to Boost Fashion eCommerce Conversion Rate

How To Grow Online Clothing Store Sales: 7 Proven Strategies

3. Home Decor

Bounce rate: 41.6%

Let’s see how you can get your bounce rate well within the industry standards.

• Home decor shoppers often seek inspiration–make sure your site has high-quality images, styled room scenes, or design ideas
• Detailed information about dimensions, materials, and care instructions is crucial for home decor items. If these details are missing or hard to find, shoppers may bounce

• Tools that allow users to visualize how a product will look in their own space are important–enable AR to reduce your eCommerce store’s bounce rate
• For larger home decor items like furniture, clear information on assembly requirements and tools needed is important–uncertainty in this area can lead to higher bounce rates

Recommended articles:

20 Reasons Why Your Online Furniture Store Has Low Conversions (+ ways to fix)

42 Ways To Grow Online Furniture Store Sales

4. Pet care

Bounce rate: 57.93%

A few measures you can take are:

• Pet owners are highly concerned about the safety and quality of products for their pets–ensure detailed information on ingredients, materials, or safety certifications on your store’s product pages
• Pet care shoppers often look for products tailored to specific needs (e.g., age, breed, health conditions)--provide filtering options for these

• Pet care often involves regular purchases (e.g., food, treats)--consider offering subscriptions for shoppers’ convenience
• Pet owners may need products quickly, especially for food or medication–if shipping costs are high or delivery times are unclear, users might abandon the site

Recommended articles:

41 Marketing Ideas For Online Pet Stores (With Examples)

12 Reasons Your eCommerce Pet Store Has Low Conversions

5. Electronics

Bounce rate: 46.6%

Electronics are typically high-ticket items, hence, garnering the trust of your shoppers is imperative. What you can do to make your shoppers comfortable with your store:

• Shoppers expect comprehensive technical details, including specifications, features, and compatibility information–mention these details clearly
• Electronics buyers often compare multiple products before making a decision. A lack of comparison tools or customer reviews can lead to higher bounce rates as users look for more informed resources
• Electronics buyers often seek fast, reliable delivery. High shipping costs, unclear delivery times, or lack of tracking information can lead to a higher bounce rate

• Electronics often come with multiple configurations, models, and accessories. If a site doesn’t clearly present these options or provide guidance, users might become overwhelmed and leave

Recommended articles:

Double Your Online Electronics/Tech/Gadget Store's Conversion Rate

6. Groceries

Bounce rate: 45%

To work on your groceries eCommerce store, consider the following:

• Shoppers expect grocery items, especially perishables, to be fresh and available. If the site frequently shows out-of-stock items or lacks information on product freshness, users may quickly leave
• Consumers are cautious about the quality of groceries purchased online. A lack of detailed product descriptions, reviews, or certifications (e.g., organic, non-GMO) can lead to higher bounce rates

• Shoppers prioritize convenient delivery times for groceries. If the site offers limited delivery slots or inconvenient times, users may abandon their shopping
• Grocery shopping often involves repeat purchases–add an option to reorder

Recommended articles:

22 Brilliant Ways to Boost Grocery eCommerce Store Conversion Rate

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7. Luxury goods

Bounce rate: 38.8%

More often than not, consumers know what they want to purchase when it comes to luxury products. All you have to do is–give shoppers a premium experience and an additional push to complete the purchase. Best ways to do this are:

• Luxury shoppers value exclusivity and personalized experiences. If the site doesn’t offer personalized recommendations, exclusive offers, or VIP services, users might feel undervalued and leave
• Given the high price of luxury items, shoppers are particularly concerned about payment security. If the site doesn’t clearly demonstrate secure payment methods, users may abandon their purchase
• Luxury shoppers expect premium shipping options, such as white-glove delivery or secure packaging–make sure you have these

• Luxury shoppers often seek exclusive, limited-edition items. If a site frequently lists items as out of stock or fails to communicate the exclusivity of its offerings, users may lose interest and leave

Recommended articles:

Luxury eCommerce Product Page - 20 Best Examples

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8. Food and drinks

Bounce rate: 65.5%

Bounce rate of food and drinks stores can be brought down by a few critical measures such as:

• Frequent stock-outs or limited availability of popular items can frustrate shoppers–avoid these as much as possible
• Detailed information on ingredients, nutritional content, and sourcing is crucial–be transparent and detailed here

• Many shoppers look for products that meet specific dietary requirements (e.g., vegan, gluten-free). If the site doesn’t provide clear labeling or filtering options, users may bounce
• Many shoppers browse food and drink products on mobile devices. A poor mobile experience, including slow load times or cumbersome navigation, can lead to higher bounce rates

Recommended articles:

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9. Jewelry

Bounce rate: 51%

In this industry, quality assurance is everything. “Does the product really look like what it looks in the pictures?” This doubt needs to go to reduce your bounce rate.

What you can do is:

• Jewelry buyers expect high-resolution images and videos that clearly show the product’s details, including gemstones, metal quality, and craftsmanship–add high-quality visuals and zoom feature
• Buyers often worry about the fit, especially for rings and bracelets–provide clear sizing guides, virtual try-on tools, or flexible return policies

• Jewelry is often a significant investment, and shoppers expect secure shipping and insurance options. If the site doesn’t clearly communicate these services or charges high fees without justification, users may abandon their purchase
• Jewelry is often trend-driven. If the site’s offerings are outdated or don’t align with current trends, users may quickly leave to find more fashionable options

Recommended articles:

15 Ways Online Jewelry Stores Can Boost Conversions

Jewelry Product Page: 24 High-Converting Examples

40 Amazing Email Examples From Online Jewelry Brands

10. Books and media

Bounce rate: 55.86%

Find ways to fix your bounce rate:

• Shoppers expect detailed descriptions, summaries, and reviews of books and media. If this information is lacking, users may leave to find more informative sites
• Reviews and ratings are crucial for books and media, helping shoppers decide what to purchase–make sure to have ample UGC

• With vast catalogs, effective search functionality is crucial. If users have trouble finding specific titles or categories, they may become frustrated and leave the site
• Shoppers often have a preference between digital and physical formats. If your site doesn’t clearly differentiate between the two or provide easy access to both options, it can cause confusion

11. Camping and hiking

Bounce rate: 50%

Here are some measures that you can use to control your eCommerce store’s bounce rate:

• Shoppers need detailed information on product specifications, such as durability, material, and size–include these in the product description clearly

• High-quality images and videos showcasing the products in use (e.g., tents set up in the wilderness) are important
• Camping and hiking gear can be a significant investment. If the site doesn’t clearly justify the pricing with features and benefits or offer competitive pricing, users might bounce to other options
• Clear information on shipping costs, delivery times, and any potential delays is important for outdoor enthusiasts who may need gear quickly

12. Sports

Bounce rate: 37.2%

• Sports shoppers often seek expert advice and buying guides to make informed decisions–you can consider adding these resources
• Effective search and filtering options are crucial for users looking for specific sports equipment or apparel
• Reviews and testimonials from other users are crucial for sports gear, helping buyers assess the product’s effectiveness

Recommended articles:

34 Ways Online Sports Stores Can Boost Conversions

Average bounce rate of eCommerce stores by channel

1. Display

Bounce rate: 56.5%

First, display has the highest bounce rate.

A few reasons: Banner ads and other third-party advertisements are viewed as “clutter” and intrusive over internal promotion, hence, banner ads are the least trusted form of advertising, and the placement of your ads may introduce your page to a group of uninterested users.

2. Social

Bounce rate: 54%

Social induces high bounce rates because people want to see your content and then return to their browsing.

Since most people access social media on their phones, this problem becomes even more apparent. Mobile phone users experience your page while still in the social media app of their choice and have only one end goal in mind: read content, and return to the main app page.

3. Direct

Bounce rate: 49.9%

High bounce rates for direct traffic can result from users arriving without a clear intention or specific expectation, having typed in the URL out of habit or curiosity. If the landing page doesn’t align with their needs or interests, they may leave quickly.

Additionally, direct traffic often includes users who might not be fully engaged or focused, leading them to exit if they don't immediately find what they’re looking for or if the content doesn’t meet their expectations.

4. Organic

Bounce rate: 43%

This can occur because users arriving from search engines might not always find exactly what they expected based on their search query. If the content on the landing page doesn’t align well with their search intent or fails to immediately engage them, they may leave quickly.

5. Referral

Bounce rate: 37.5%

Here the users are arriving from relevant or industry-specific sites that match their interests, leading to more engaged visitors. Since referral sources often provide context about your site, users are more likely to find content that aligns with their expectations, reducing the likelihood of them leaving immediately.

6. Email

Bounce rate: 35.2%

People who receive your email/newsletter/transactional emails likely opted-in to your promotions because they’re interested in what you offer and want to hear more about it–making the bounce rate the lowest of all.

Frequently asked questions

1. What is meant by bounce rate in eCommerce?

In eCommerce, bounce rate refers to the percentage of visitors who leave a website after viewing only one page, without interacting further. It indicates how well a site captures and retains visitors' interest on their initial landing page, with a high bounce rate often suggesting that the page content or user experience may not be engaging or relevant enough.

2. What are the factors that affect bounce rate?

Factors affecting bounce rate are:

• Page Load Speed: Slow-loading pages can drive users away quickly.
• Content Relevance: Irrelevant or unengaging content can lead to high bounce rates.
• User Experience: Poor navigation and design can make users leave prematurely.
• Mobile Optimization: Sites not optimized for mobile devices can result in higher bounce rates.
• Targeting Accuracy: Misaligned marketing and ad targeting can attract uninterested visitors.
• Call-to-Action Effectiveness: Ineffective or missing calls-to-action can cause users to exit without further interaction.
• Technical Errors: Broken links or errors can prompt users to leave the site.

3. Does a high bounce rate affect SEO rankings?

Yes, a high bounce rate can impact SEO rankings because it may signal to search engines that users are not finding what they expected or engaging with your content. Search engines use bounce rate as one of many factors to assess the quality and relevance of a page, so a high bounce rate can suggest to them that the content or user experience is lacking, potentially leading to lower rankings in search results.

4. What tools can I use to measure my bounce rate?

To measure your bounce rate, you can use tools like Google Analytics, which provides detailed insights into how visitors interact with your site. Other options include Adobe Analytics for comprehensive data analysis, and Matomo for a privacy-focused alternative. These tools help track visitor behavior and provide metrics on bounce rates to assess and improve your website's performance.

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