Bounce Rate is an important web analytics indicator that reflects the percentage of visitors that leave a website after just seeing one page without interacting further or traveling to other sites. A high bounce rate usually means that visitors did not find what they were searching for, or that the content or user experience did not fulfill their expectations.
A lower bounce rate is typically preferred since it indicates more engagement and user happiness. The interpretation of bounce rate, on the other hand, should be context-specific. Certain types of landing pages, such as contact or lead capture pages, may have greater bounce rates but can still be regarded effective provided they meet the desired aim.
Businesses may lower bounce rates by focusing on increasing content relevancy, website navigation, and overall user experience to encourage users to explore more pages and engage with the site more.