According to Google, Bounce rate is the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page. The more compelling your landing pages, the more visitors will stay on your site and convert. You can see how high your site’s bounce rate is on Google Analytic, but you have to sign up an account first. Now the question is how high is too high?
A bounce takes place when a website visitor enters a particular page and then leaves the site without visiting any other pages before a specified session-timeout happens. But in fact, bounce rate is a random measurement that depends on what you offer on your website. For some, a bounce rate of 53% is quite high but for other smaller number than 53% could make them panicked.
For example, a website owner has bounce rate of about 65% which is a result of more than one element. He probably maintains a good SEO but since he serves in small area around his town only, visitors from different town will leave his site. But his bounce rate for local traffic is much lower.
A high bounce rate, commonly up then 50%, could mean not good for advertisers. It could be that most visitors are clicking on a story they googled and then left after reading it. A high bounce rate on Google referrals would confirm that. A close look at page popularity could actually reveal an opportunity to convince advertisers to invest more advertising on the top 5 pages if the pages are getting lots of traffic.
The key is website conversions. If the site is converting a fair portion of its traffic, a high bounce rate is less important. It’s even less important if those conversions are turning into high revenue. For example, if a real estate agent is spending $1000 per month on paid search marketing and turning that into $30,000 in profit, a bounce rate of 60% is irrelevant.
The best approach is to look at it comprehensively. Know the bounce rate, analyze the data, set a goal and work to lower it. Your site analytics will reveal many important factors that will tell you where you are wasting money or where you are missing the target.