Determining a ‘good’ bounce rate for your landing pages isn’t about hitting an arbitrary number. It’s about understanding whether your page is effectively connecting with visitors and moving them towards conversion. We see a lot of Australian SMEs get hung up on industry averages, but context is everything. A bounce rate tells us the percentage of visitors who leave your page without interacting with it – essentially, they ‘bounce’ away.

So, what should you aim for? Generally, we advise clients to consider these benchmarks. A bounce rate between 40% and 60% is often considered healthy. Anything below 40% is excellent, suggesting a highly engaging and relevant landing page. However, rates above 70% should definitely trigger investigation. These figures aren’t rules, though. A high bounce rate isn’t *always* bad.

Here are a few key insights we share with our clients:

• Content Relevance: If you’re running paid advertising, a higher bounce rate might simply mean your ad copy doesn’t accurately reflect the landing page content. Visitors are bouncing because they’re not finding what they expected.
• Page Speed: Australians expect fast loading times. Slow pages – particularly on mobile – will drive bounces. We regularly analyse page speed as a first step in conversion rate optimisation.
• Mobile Optimisation: A significant portion of Australian internet traffic is mobile. If your landing page isn’t fully responsive and easy to use on a smartphone, you’ll see a higher bounce rate.
• Clear Call to Action: Is it immediately obvious what you want visitors to do? A confusing or missing call to action can lead people to leave without engaging.

It’s also important to consider the *type* of landing page. A blog post landing page will naturally have a higher bounce rate than a dedicated sales page. We recommend segmenting your analysis – don’t treat all landing pages the same. Looking ahead to 2026 and 2027, we anticipate increasing expectations around personalised experiences, which will likely put even more pressure on landing page relevance.

Ultimately, the best approach is to continually test and optimise. Don’t obsess over a single number. Instead, focus on improving the user experience and ensuring your landing pages deliver on their promises. If you’re concerned about your bounce rate, start with a thorough review of your ad copy, page speed, and mobile responsiveness. A small improvement in each area can make a big difference to your conversion rates.