Les spécificités du trafic web canadien : analyse des comportements utilisateurs et taux de rebond

The specificities of web traffic in terms of user behaviour and bounce rate depend largely on the type of website, industry, and user intent. The bounce rate measures the percentage of sessions where users view only one page before leaving without further interaction.

Key points about bounce rate and user behaviour include:

• The average bounce rate across websites is around 58%, but this varies widely by sector and audience type. For example, B2C sites tend to have a bounce rate near 54%, while B2B sites average around 61%.

• Bounce rates differ significantly by website type:

  • E-commerce sites typically have bounce rates around 39%.
  • B2B sites range between 35% and 39%.
  • Landing pages often see very high bounce rates, between 60% and 90%.
  • Blogs also have high bounce rates, from 70% to 90%, which can be normal if users find the information they need on a single page.

• A high bounce rate is not inherently negative. It depends on the site’s purpose. For example, a single-page blog or informational site may naturally have a high bounce rate because users get their information quickly and leave.

• User behaviour is influenced by factors such as page load speed, with studies showing that 53% of users leave a site if it takes more than 3 seconds to load, which directly impacts bounce rate.

• Bounce rate is calculated as the number of single-page sessions divided by total sessions, expressed as a percentage.

• Device type also affects bounce rate: desktop users tend to have lower bounce rates (~32%) compared to mobile users (~67%), reflecting different browsing contexts and behaviours.

In summary, analysing web traffic and bounce rates requires contextual understanding of the site’s industry, user intent, and technical performance. Bounce rate should be interpreted alongside other metrics to accurately assess user engagement and site effectiveness.