Like many metrics in SEO, there’s not always an absolute “good” score or metric, because it can be relative to the industry or audience that the website is targeting.

However, according to 2020 Contentsquare benchmark data, the average bounce rate is 47% across various industries, in the eCommerce space. Bounce rate can also vary by device, with averages ranging from 43% on desktop, 45% on tablet, to 51% on mobile.

It’s always important to check your specific industry bounce rate or engagement rate benchmarks to see where your website performance should be. Then once that mark has been found, look at the website bounce rates across various pages on your website to see which pages have higher bounce rates (or lower engagement rates) than others.

Finally, it’s important to monitor bounce rates over time, especially after changes have been made to pages to see how they change over time. Knowing what lowers your bounce rate can be very valuable as it can help improve engagement rates on all pages of the website.