TL;DR
Bounce rate is a web traffic analysis metric. It represents the percentage of website visitors who visit a single page of a site and leave without visiting any other pages of that same website.
There is no right or wrong value for bounce rate, but in the majority of cases, a lower bounce rate is preferred to a higher one.
This metric can be found in the Overview menu.
What is Bounce Rate?
One of the most common web analytics metrics, bounce rate represents the percentage of visitors who enter a site and leave without viewing any other pages within the same session. The average bounce rate differs from one industry to another and depends on the type of website, but the general rule is that the lower the bounce rate, the better. As benchmarks for e-commerce websites, bounce rates should be between 20- 45% and for B2B websites between 25-55%. Some of the factors that can lead to an increased bounce rate are slow-loading pages, low-quality content, bad user experience, and technical problems.
