Bounce rate is a Web analytics term that measures the percentage of single-page sessions your site has. So when a shopper visits a page on your site and leaves the site without going deeper into the site or viewing more pages, that person contributes to your bounce rate (also known as an exit rate). There is no standard set measure of a "good" or "bad" bounce rate, so this Web analytic is most useful in the context of other metrics (1).
Many visitors who leave a site after viewing a single page (called the entrance page) made their way to that page from a search engine. A quick exit might mean that the visitor found the information he or she was looking for and doesn't have a need to view additional pages on the site.
More commonly, though, a high bounce rate can point to a problem, such as usability issues, confusing design, lack of enticement to explore further, or content that doesn't match what the user is after. Optimizing your site pages so they better correlate with the search terms that are bringing users to your site can be one way to lower your bounce rate. You can also change any ads or keywords to more closely reflect the page's content.
Other factors that may contribute to a high bounce rate include (2):
Because there's no set standard of a good or bad bounce rate, it's important that you measure your site's bounce rate only against past metrics from your site. Improving this rate is as individualized as the site itself, but in general:
1. "Bounce rate"