Bounce rate is the bane of every marketer.
For one, it is widely misunderstood. A high bounce rate is always assumed to be a bad thing (even when it’s not – especially on landing pages).
Low bounce rates, on the other hand, are equated with engagement even when other metrics (such as time spent on site or actual clicks) don’t back it up.
That said, there are a lot of reasons why you might want to cut down your bounce rate. From increasing search rankings to improving user experience, lower bounce rate is definitely a marketing metric to strive for.
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