What's a Good Website Bounce Rate in 2026?

A good website bounce rate in 2026 is at or below 36.1%, the top-quartile benchmark from Contentsquare's 2026 Digital Experience Benchmark report — the median across all sites and industries is 47.4%, so anything meaningfully under that median already beats most websites.

The Benchmark Numbers

• Median bounce rate (all industries): 47.4%
• Top-quartile (best-performing) sites: 36.1%
• Mobile traffic: 51.8%
• Desktop traffic: 39.7%
• Ecommerce industry average: 43.2%

Why Mobile Bounce Rate Runs So Much Higher

Mobile sessions bounce at 51.8% compared to 39.7% for desktop, a roughly 12-point gap driven by smaller screens, slower load times on cellular connections, and users who are more likely to be searching on the go with less patience for a page that doesn't immediately deliver. A site with an otherwise healthy desktop bounce rate can still show a poor blended number if its mobile experience is lagging behind.

Ecommerce Runs Below the Cross-Industry Median

Ecommerce sites average 43.2% bounce rate, a few points better than the 47.4% all-industry median. This likely reflects that ecommerce visitors are often already in a shopping mindset and browse multiple pages — product listings, product pages, cart — rather than leaving after a single page view the way a visitor arriving for a single piece of informational content might.

Other Named Benchmarks Point to a Similar Range

HubSpot's 2025 Web Strategy Survey puts average bounce rates in a broader 35% to 60% band, and Databox's content marketing benchmark data has put the cross-industry median bounce rate at around 44% in recent measurement periods. Both are roughly consistent with Contentsquare's 47.4% median, even though methodologies and sample sets differ across the three.

Bounce Rate Alone Doesn't Tell the Whole Story

A high bounce rate isn't automatically bad. A single blog post that fully answers a reader's question, or a page designed to drive a phone call rather than clicks deeper into the site, can bounce at a high rate while still succeeding at its actual goal. Bounce rate is most useful when compared against pages with a similar purpose and traffic source, not treated as a single universal pass-or-fail number.

Traffic Source Changes the Baseline Too

A page landed on from a branded search or a returning-visitor email link tends to bounce less than one landed on from a broad social media share or a cold paid ad, simply because the visitor already has more context and intent going in. Comparing bounce rate across pages with very different traffic mixes, rather than the same source, can make a perfectly healthy page look like it's underperforming.

How to Use This Benchmark

Compare your site's overall bounce rate against the 47.4% median for a general read on where you stand, but weigh mobile and desktop separately given the roughly 12-point gap between them, and consider a page's individual purpose before assuming a high number needs fixing.

Bottom Line

Aim for something meaningfully below the 47.4% median, with under 36.1% representing top-quartile performance, and check your mobile bounce rate separately since it typically runs well above your desktop number.

Sources: Contentsquare's 2026 Digital Experience Benchmark report, based on approximately 99 billion web sessions across 6,500+ websites in 9 industries, with the range corroborated by HubSpot's 2025 Web Strategy Survey and Databox content marketing benchmark data.