When using Google Analytics to check out the statistics of a certain website, bounce rate refers to the percentage of people that did not progress further than the actual entry page. They get to and look at a specific page and leave shortly afterwards. The user doesn’t proceed to other pages on the website further then the entry page itself. When analyzing the web traffic of a site, experts take a good look at the bounce rate. Put simply, bounce rate measures how effective a page is at encouraging people to stay on the site and keep on visiting it.
The purpose of the bounce rate is to determine how effective a page is, and what it is that keeps visitors on a web page. When the bounce rate of a page is low, that means that the page is effective in keeping the interest of a visitor. However, when a bounce rate is high, that means that the page is not effective in keeping the interest of a visitor, and therefore they continue to other pages afterwards. It is very important for a business to know how to interpret bounce rates properly. The reason for that is that if there is a high bounce rate, that does not necessarily mean that the performance is not good. So for example, on sites where an objective can be met without viewing more than one page, for example on websites sharing specific knowledge on some subject (dictionary entry, specific recipe), the bounce rate would not be as meaningful for determining conversion success.