Bounce rate is a Web analytics term that refers to the percentage of visitors who leave a website instead of viewing more pages. These visitors land on a particular page, usually through a search engine, but then leave the site rather than going in deeper. Bounce rate may also be referred to as exit rate.
As a rule of thumb, a bounce rate in the range of 26 to 40 percent is excellent. 41 to 55 percent is roughly average. 56 to 70 percent is higher than average, but may not be cause for alarm depending on the website. Anything over 70 percent is disappointing for everything outside of blogs, news, events, etc.
A bounce is a single-page session on your site. ... Bounce rate is single-page sessions divided by all sessions, or the percentage of all sessions on your site in which users viewed only a single page and triggered only a single request to the Analytics server.