What does BOUNCE RATE refer to?
Bounce Rate is the percentage of visitors to a particular website who navigate away from the site after viewing only one page.
Why should I care about BOUNCE RATE?
Bounce rate is important to monitor because it helps you know how engaging your website is for visitors. If you Bounce Rate is high - over 50% - you know that your site (or specific pages) need to be edited and optimized.
What if I have a high Bounce Rate for my ad landing page?
If your landing page has a high bounce rate, there is a disconnect between what your ad promises and what you are actually giving the person who clicks the ad on the landing page. If your ad shows a picture of a sari and says "Click now for deals on saris!" your landing page should match the call to action. The landing page should probably be the page on your website where saris are listed with prices. If your ad links to your website homepage, a person looking for deals on saris will be disappointed.
In general, why are BOUNCE RATES high?
Bounce rates are often high for one simple reason: the visitor can't find what they are looking for in the 2 seconds it takes them to scan the site.