Glossary
Bounce rate
Bounce rate is the share of visitors who arrive on a page and leave without going anywhere else on the site.
It is widely misread. A high rate is bad on a page meant to lead somewhere, and completely fine on a page that answered the question — somebody who read your opening hours and left got exactly what they came for.
Why it matters to you
Treat it as a question rather than a score. It is worth investigating when it is high on a page whose job was to produce an enquiry.
An example
A guide with a 90% bounce rate is probably working. A service page with a 90% bounce rate is probably not, and the difference is what the page was for.
Where this comes up: website design & development .