Content Strategy and Bounce Rate
Your bounce rate is the percentage of who that leave your website without clicking on multiple pages. If ten people visit your homepage, and four of them leave without clicking on any of your other web pages or refreshing the page, that means you have a 40% bounce rate. If a visitor leaves quickly, it could mean that he was not satisfied with the website, but this is not always the case. Here is one reason that you might have a great website, and your content strategy might be peachy, but people still appear not to be engaged with your content.
A bounce rate is certainly not a perfect indicator of whether or not people are utilizing your website. As a matter of fact, your regular visitors, people who really enjoy your website, might actually be bouncing from your website. Web users are known to bookmark a page if they really enjoy it. Imagine that you have a website that monitors the municipal soccer team. Now one of your pages might have the statistics of all the players. A person who is incredibly engaged with your content might bookmark that page, and check it from time to time. They may be wondering how many home runs that their favorite player hit last season. So they would click on their bookmarks, navigating to your website, expeditiously retrieving the information that they need, and then leave your website, elevating your bounce rate. However, that is a person who is very engaged with your website and that says nothing negative about your content.