SEO Terms - Bounce Rate
Bounce rate is a key element of understanding the analytics for your web site. It is the percentage of visitors to a page who don’t visit any other pages on a site. So the higher the number, the more likely the visitors to a page aren’t finding what they are looking for.
The overall bounce rate is the average for the entire site. There is no set percentage that is a good bounce rate for sites in general. The best way to improve your site’s bounce rate is to tweak the landing pages people are visiting to see if the number can be improved on. If your site is undergoing a facelift, compare the data from the old site to the new design to gauge its impact.
Bounce rate is one of the elements I look at when evaluating a site and also when evaluating the success of a marketing campaign.