There are several stats that are used to measure traffic to your website.  If you use Google Analytics (and if you don’t, you should) then you’re certainly familiar with metrics such as “Unique Pageviews,” “Unique Visitors,” “Referring Sites,” and several other insightful measurements.   But what about “Bounce Rate?

Bounce rate is basically defined as a visitor who comes to your site and leaves without visiting at least one other page within your website.

For example, a high bounce rate of 70% means that 7 out of 10 unique visitors to your site left the page they arrived at without clicking to at least one other page on your website. A decent bounce rate is anything below 50%.

The larger meaning is that your content was not interesting or compelling enough to make them read more or seek additional information within your site.

But as this article explains very nicely, (“Don’t Freak Out About Your Bounce Rate”) bounce rate statistics can sometimes be deceptive, since they include clicking on affiliate links (which is a good thing) or a “Pay now” button, which is also a good thing.

The takeaway message here is to understand the correlation between good, updated, relevant content that will engage the visitor as opposed to boring, flat brochure-speak copy that causes your precious visitor to “bounce” to another website as soon as they arrive.