It's the bounce rate foo.
Quote:
Bounce rates can be used to help determine the effectiveness or performance of an entry page. An entry page with a low bounce rate means that the page effectively causes visitors to view more pages and continue on deeper into the web site.[3]
Google Analytics specialist Avinash Kaushik has stated: "My own personal observation is that it is really hard to get a bounce rate under 20%, anything over 35% is cause for concern, 50% (above) is worrying. I stress that this is my personal analysis...."[4]
Interpretation of the bounce rate measure should be relevant to a website's business objectives and definitions of conversion, as having a high bounce rate is not always a sign of poor performance. On sites where an objective can be met without viewing more than one page, the bounce rate would not be as meaningful for determining conversion success. In contrast, the bounce rate of an e-commerce site could be interpreted in correlation with the purchase conversion rate, providing the bounces are considered representative of visits where no purchase was made.
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