A bounce rate is a measurement of website engagement. It is measured as a percentage of visitors to a website who only view one page and then leave.
The bounce rate is important because it tells you how much traffic is engaging with your site, and whether your content and web pages are effective. A higher than normal bounce rate could mean your content is not as engaging or the consumer doesn't like what they see.
It's important to monitor this metric often so you know what website content needs to be rotated out or changed. In the long run, its important to have a low bounce rate because it will help convert visitors into shoppers.
How is bounce rate calculated?
Bounce rate is calculated by dividing the number of single-page visits (or bounces) by the total number of visits to a website.
What is a good bounce rate?
Generally, a good bounce rate for most websites falls between 26-40%.
Fun Fact:
"The average bounce rate for all industries is 41.5% according to a 2019 study by OptinMonster" (Kumar, 2019).