The bounce rate, in web analytics, refers to the proportion of visitors who enter and leave a website or landing page without further action. The value is expressed as a percentage of the total number of visitors who entered the page.
The bounce rate provides clues about the success of a single web page as a landing page. High bounce rates indicate the landing page needs to be improved. This metric helps to verify if the user’s intent was met when they come to the website via search engine traffic. Or whether the ad campaigns on the site fulfil the expectations generated by the ad message on the landing page.
Bounce rate can be a good sign as well, for instance when the user finds the phone number on the first page and leaves the page. The visitor achieved their goal, but the bounce rate is 100%.
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