What even IS a bounce rate and why should we care?
Bounce rate is the percentage of users who land on your website and decide to leave without going to a second page. Given that we want people to stay and explore our websites, this is obviously not something we want!
A higher bounce rate tells us that you couldn't convince your website visitor to stay and ACT on your CTA (call-to-action) i.e buy your product, research what you do, or book your service.
A viewer can bounce from your site by clicking away from your site - whether on a link to a different website, clicking the back button to leave your website, closing the open window/tab, typing a new URL, or due to a session time out (caused by web hosting errors).
You may think that's regular user behaviour, and you're kind of right here, but we're aiming for a good bounce rate not a very bad (or even bad) bounce rate.
As a rule of thumb, a bounce rate in the range of 26-40% is AWESOME. 41-55% is pretty average. 56-70% is higher than average, but may not be cause for alarm depending on the website. Anything over 70% is just plain disappointing.