Only 47 in 100 website visits now come from humans

Your analytics show visitors, your form receives messages. A growing share of both are not people.

What Imperva measured

According to the 2026 Bad Bot Report by Imperva, bots accounted for 53% of all web traffic in 2025, up from 51% a year earlier. Malicious bots, which scrape content, test stolen passwords or fill in forms, accounted for 40% on their own.

What it does to a small business site

• Inflated statistics: visit counts include automated traffic, so conversion rates look worse than they are.
• Junk leads: bots fill in contact forms with spam, which wastes time and can hide real enquiries.

Keeping bots out without annoying people

• A hidden honeypot field: invisible to people, filled in by bots, so their messages can be dropped quietly.
• Check the fields on the server, not only in the browser.
• Measure real conversations: a lead who answered a question in a chat is much more likely to be a person than a form submission.