Updated April 18, 2026

What is a good bounce rate for a landing page?

Average landing page bounce rate is 60–90% depending on traffic source. Paid search lands at 40–55%, organic search 50–70%, social referral 75–90%. Bounce rate alone is a poor metric — a high bounce can mean you answered the question on the page (a win) or you lost the visitor (a loss). Pair bounce rate with engaged-time and scroll depth before drawing conclusions.

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Bounce rate is a context metric, not a quality metric

A 90% bounce rate sounds catastrophic until you realize the visitor read your full article and left satisfied. Single-page landing pages with one CTA have ~90% bounce by definition — Google Analytics 4 changed the bounce definition to address this (now requires <10s engagement to count), but legacy tools still mismeasure.

How to actually use bounce rate

Compare your bounce rate against your own historical baseline for the same traffic source. A spike on paid traffic usually means message mismatch (the ad promised X, the page delivers Y). A drop usually means improved relevance or speed. Bouncing at the same rate as your competitors is meaningless — what matters is whether you're improving.

Reading bounce + engagement together

High bounce + low engagement = bad page. High bounce + high engagement = visitors read what they came for and left (often fine). Low bounce + low engagement = visitors clicked off-CTA links and stuck around without converting (usually a navigation problem). Run a full analysis to find what's actually causing your bounces.

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Related questions

What is a good landing page conversion rate?

Across industries, the median landing page conversion rate is 2.35%. Top quartile starts at 5.31% and the top decile reaches 11.45%. Anything above your historical baseline is a meaningful win — comparing against industry medians is useful only as directional context, since SaaS, ecommerce, lead-gen, and fintech all sit at very different baselines.

What makes a landing page effective?

An effective landing page does six things at once: states the outcome clearly in the headline, uses a single primary CTA, provides three or more concrete trust signals above the fold, loads in under 2.5 seconds, addresses the visitor's specific objection, and matches the message of the traffic source. Most pages do one or two well; the top 5% do all six.

Does page speed affect conversion rates?

Yes, dramatically. Each additional second of load time increases bounce probability by ~32% (Google), and conversion rates drop 7% per second saved on LCP (Akamai). The effect compounds on mobile, where slow connections amplify every wasted millisecond. Pages above 4 seconds typically lose 40–60% of mobile visitors before they ever see the content.

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