Bounce rate is the number of visitors that land on your website and then leave immediately without visiting another page or taking any forward action. You can think of it in other terms as a swing and a miss.
Bounce rate is obviously important because when you lower the bounce rate it means increasing positive results including conversions. Even having visitors spend a little more time and visit more pages is a sign that at least there is some interest, and it’s a step in the right direction.
According to a report by gorocketfuel.com the average Bounce Rate is between 41-51%. Other studies have shown that the “baseline” average Bounce Rate also varies by industry and where your traffic is coming from.