According to a study focusing on travel and hospitality websites worldwide, mobile users recorded the highest average bounce rate in that market in 2023. That year, an average of nearly ** percent of visitors accessing travel websites via mobile bounced after accessing just one page. In 2023, mobiles generated the highest traffic share of travel and hospitality websites worldwide.

As of September 2023, the health and beauty industry recorded the highest bounce rate compared to other e-commerce sectors. That month, health and beauty sites had a bounce rate of around **** percent. The overall bounce rate for e-commerce was approximately **** percent. The term "bounce rate" refers to the percentage of website visitors who leave the site after viewing a single page.

In December 2024, qvcuk.com had the lowest bounce rate among the leading beauty and cosmetic websites in the United Kingdom (UK). The site recorded a bounce rate of ***** percent. The bounce rate measures the average percentage of website visitors who leave (“bounce”) after only viewing one page on the website. A low bounce rate generally refers to a better-performing website.

Among selected consumer electronics retailers worldwide, thegioididong.com recorded the highest bounce rate in July 2025, at approximately ***** percent. apple.com had a slightly lower bounce rate of nearly ***** percent. Among selected consumer electronics e-tailers, sony.com had the lowest bounce rate at ***** percent. Bounce rate is a marketing term used in web traffic analysis reflecting the percentage of visitors who enter the site and then leave without taking any further action, like making a purchase or viewing other pages within the website ("bounce"). A sector with growth potential With one of the lowest online shopping cart abandonment rates globally in 2022, consumer electronics is a burgeoning e-commerce segment that places itself at the crossroads between technological progress and digital transformation. Boosted by the pandemic-induced surge in online shopping, the global market size of consumer electronics e-commerce was estimated at more than *** billion U.S. dollars in 2021 and forecast to nearly double less than five years later. Amazon and Apple lead the charts in electronics e-commerce With more than ** billion U.S. dollars in e-commerce net sales in the consumer electronics segment in 2022, apple.com was the uncontested industry leader. The global powerhouse surpassed e-commerce giants amazon.com and jd.com with more than *** billion U.S. dollars difference in online sales in the consumer electronics category.

Website type for the 86 websites in study.

Host country of organization for 86 websites in study.

Bounce rate is defined as the percentage of online visitors who abandon a website after viewing one page. During the surveyed period, the global health and beauty e-commerce industry recorded its highest bounce rate in February 2024 at around **** percent.

Context

The Google Merchandise Store sells Google branded merchandise. The data is typical of what you would see for an ecommerce website.

Content

The sample dataset contains Google Analytics 360 data from the Google Merchandise Store, a real ecommerce store. The Google Merchandise Store sells Google branded merchandise. The data is typical of what you would see for an ecommerce website. It includes the following kinds of information:

Traffic source data: information about where website visitors originate. This includes data about organic traffic, paid search traffic, display traffic, etc. Content data: information about the behavior of users on the site. This includes the URLs of pages that visitors look at, how they interact with content, etc. Transactional data: information about the transactions that occur on the Google Merchandise Store website.

Fork this kernel to get started.

Acknowledgements

Data from: https://bigquery.cloud.google.com/table/bigquery-public-data:google_analytics_sample.ga_sessions_20170801

Banner Photo by Edho Pratama from Unsplash.

Inspiration

What is the total number of transactions generated per device browser in July 2017?

The real bounce rate is defined as the percentage of visits with a single pageview. What was the real bounce rate per traffic source?

What was the average number of product pageviews for users who made a purchase in July 2017?

What was the average number of product pageviews for users who did not make a purchase in July 2017?

What was the average total transactions per user that made a purchase in July 2017?

What is the average amount of money spent per session in July 2017?

What is the sequence of pages viewed?

Industry vertical of organization for 86 websites in study.

Difference uses Google Analytics as the Baseline. Results based on Paired t-Test for Hypotheses Supported.

Comparison of definitions of total visits, unique visitors, bounce rate, and session duration conceptually and for the two analytics platforms: Google Analytics and SimilarWeb.

This dataset contains meticulously cleaned and structured web traffic data collected across multiple websites, including Amazon platforms and services like Amazon Prime, AWS, and AWS Support. It spans various traffic sources, user devices, key actions, and engagement metrics, making it a powerful resource for digital marketing analysis, customer behavior modeling, and time series forecasting.

Ideal for:

Web traffic analysis Conversion rate optimization Bounce rate analysis User segmentation Predictive modeling and machine learning 📌 Dataset Features: Rows: 2006 Columns: 18

Date Range: Starts from January 1st, 2019 (Exact end date can be inferred from the dataset)

🔍 Columns Overview: Country: Country of user origin

Timestamp: Full timestamp of the visit Device Category: Type of device (Desktop, Mobile, Tablet) Key Actions: User actions like Purchase, Sign Up, Subscribe Page Path: Visited page (e.g., /home, /contact) Source: Traffic source (e.g., organic search, social media) Avg Session Duration: Duration of session in seconds Bounce Rate: % of single-page sessions Conversions: Number of conversions New Users: Number of new users in session Page Views: Total page views Returning Users: Count of returning users Unique Page Views: Unique page views Average time on home page (min): Self-explanatory Website: Name of the specific Amazon service or domain Date, Time, Day: Parsed date and time information

📊 Potential Use Cases: Machine Learning: Predicting bounce rate, conversion likelihood, or segmenting user behavior. Business Intelligence: Dashboards for performance analysis by device, source, or day. Time Series Forecasting: Analyze traffic patterns over time. A/B Testing: Benchmarking traffic changes across page paths or traffic sources.

In 2024, the IT category had the highest bounce rate of all categories on search engines, at around ** percent in South Korea. The bounce rate refers to the share of visitors who leave a website after visiting the landing page instead of viewing other pages.

In July 2023, the bounce rate of the online fashion retailer About You's website was about ** percent in Norway, the highest value among the Nordic countries. The bounce rate measures the average percentage of website visitors who leave a site after visiting only one page.

In January 2024, ChatGPT online domain chat.openai.com had a bounce rate of approximately **** percent. Between September 2023 and the last examined month, the platform's sessions where users didn't take action or engage with the content in any meaningful way stayed at an average of over **** percent.

In 2023, the bounce rate, which indicates the number of people who exit a website or online store without clicking on any link, was highest for the Direct channel, with an average of ** percent.

As of June 2024, the shopping website with the highest bounce rate was innisfree.com, at over ** percent. Innisfree.com is the website of the South Korean beauty brand of the same name. The average bounce rate in that month stood at ***** percent.

Considering dataset description

The user wants an improved description of the "online_shoppers_intention" dataset. I'll base the rewrite on metadata like 12,330 sessions, collected over a year, and incorporate details about the dataset’s purpose, data components, and possible uses. I could consider writing it as a cohesive paragraph or bullet points. I'll need to include citations too—let's search for further details on OpenML. Once I find that, I'll craft a clearer, more thorough description.

Thought for 5 seconds

Overview The Online Shoppers Purchasing Intention dataset captures 12,330 distinct web‐session records collected over a one‐year span from an e-commerce site, with each session belonging to a different visitor to prevent user‐ or campaign-specific biases. Originally published in 2017 and licensed under CC BY 4.0, it was curated by Sakar et al. for benchmarking classifiers on independent and identically distributed tabular data.

Features

• Numerical (10):

  • Administrative, Informational, ProductRelated (counts of pages visited) and their corresponding _Duration fields (total time in seconds spent on those pages).
  • BounceRates, ExitRates (average session‐level bounce and exit rates) and PageValues (average monetary value of pages preceding a purchase).
  • SpecialDay (normalized [0 – 1] indicator of how close the visit was to major shopping holidays, e.g. Valentine’s Day).

• Categorical (7):

  • Month (Aug – Sep), OperatingSystems (8 codes), Browser (13 codes), Region (9 codes), TrafficType (20 codes), VisitorType (“New_Visitor,” “Returning_Visitor,” “Other”), and Weekend (True/False).

Target and Class Distribution

• Revenue (False/True) denotes whether the session ended in a purchase.
• Of the 12,330 sessions, 84.5 % (10,422) did not result in revenue, while 15.5 % (1,908) did.

Intended Use This dataset is ideal for developing and comparing binary classification models—ranging from multilayer perceptrons and LSTM networks to tree-based methods—to predict online purchasing intention in a controlled, time-invariant setting.

This statistic displays the average bounce rate of visitor to retail websites in the United Kingdom from quarter four 2013 to quarter two 2014. In quarter one 2014, the bounce rate was ** percent.

Grubhub recorded an estimated ***** million visits to its website in the United States in June 2025, with an average visit duration of **** minutes and ** seconds and a bounce rate of nearly *****percent.