Bounce rate is basically an online marketing term used in web traffic analysis.

It represents the percentage of visitors who enter the site and then leave (“bounce”) rather than continuing to view other pages within the same site.

Bounce rate can be calculated by counting the number of singular page visits and dividing that by the total number visits.

Then it can be represented as a percentage of total visits.

The main purpose of bounce rates is to determine the effectiveness or performance of an entry page at generating the interest of visitors.

An entry page which shows a low bounce rate specifies that the page effectively causes visitors to view more pages and continue deeper into the web site.

High bounce rates of a website typically indicates that the website is not doing a good job of attracting the continued interest of visitors.

This means visitors are only viewing single pages without glancing at other pages or taking some form of action within the site before a specified time period.

High bounce rate is not always the sign of the poor site performance and it can vary with the industry or business terms as in what call to action are they looking for.