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The Bounce Rate is the percentage of visitors who land on a website and leave without viewing other pages. It reflects visitor retention and is calculated by dividing the number of bounces on a page by the number of entrances within a set period of time. Different types of sites have different averages; for example, service sites have the lowest bounce average (10-30%) and landing pages the highest (70-90%). A high bounce rate can indicate that visitors are not finding what they were looking for, or that their expectations were not met, or that they were not ready to buy.

The Bounce Rate can be reduced by: Using the right keywords and channels to reach the target audience; nail Interlinking, meaning encouraging visitors to browse by adding organic links to relevant content, products, and pages; helping visitors by offering free information, customer reviews, and Q&As; improving the site’s design and architecture; optimizing for mobile.