Due to unparalleled access to data and newfound technological advances, technology has transformed and produced a society that functions on acceleration and convenience. Consequently, businesses potentially can perceive this new digital landscape as either a threat or an opportunity. Businesses must cater to their audience. Thus begging the question, how do business owners engage users.

A bounce occurs when a user enters a page and exits the page without interacting with the contents of the page. A bounce rate is the rate at which users bounce from said page on average. Bounces are inevitable, however how do businesses create a good bounce rate? What is a good bounce rate?  

A low bounce rate is desirable whereas a high bounce rate is negative. Businesses must aspire to attract their target audience given the purpose of their web page. How might businesses accomplish this? There are a lot of factors to consider in what will appeal to and sustain user involvement. Businesses have to effectively and efficiently manage their content and consistently advance their online storefront in order to remain competitive given their industry. 

A low bounce rate applauds a business and implies a positive experience on behalf of users. This suggests an increase in customers and higher interest in services offered. On the contrary, a high bounce rate tells a business that there is a low interest in their services. To avoid a low bounce rate, businesses must cater to their technology savvy audience by providing an aesthetically pleasing online storefront with video content on the home page, a blog, and so forth. 

Bounce rates are misleading and different for every business. Companies must analyze and segment their data in order to work to maintain and improve their bounce rate by setting a baseline and successfully competing with similar web pages.