Bounce Rate

Bounce rate is the percentage of single-engagement visits to your site.

That means, what Google Analytics is actually tracking is the number of visitors who come to
your page and leave without viewing any other page on your website or engaging with your page
in any meaningful way
Bounce rate is not a measurement of how long a user spends on your page. Much of the
confusion arises from this distinction. You can have a great, engaging page AND a high bounce
rate because bounce rate does not measure time spent on site.

This has two implications:

First, bounce rate is not necessarily bad.
While bounce rate might be explained by ineffective content and/or low accessibility, it can also
be the result of mismatch between keywords and content or even purpose of page.
For example, a high bounce rate on a landing page or product launch page is basically inevitable
(especially with the trend in one-page websites). You might also desire a high bounce rate for
informational pages where users can find what they’re looking for and then move on. A good
example of this is Wikipedia.
Therefore, optimizing for bounce rate does not necessarily mean you are improving the quality
of your website or helping your website become more useful for your visitors.
Second, overemphasis on bounce rate could decrease the usability of your site.
Imagine turning every page you have into two pages and linking them together to forcibly
decrease the bounce rate of your site. From the analytics end of things, you have improved a
KPI. From the user experience end of things, you’ve turned a simple, accurate site into a mess.
The roadmap of your website and your user funnel should be purposeful in design rather than
bounce rate focused.