Abstract
This paper explores one of the often-ignored metrics with regards to web analytics: bounce rate. The bounce rate of a website refers to the percentage of visitors who navigate away from the website after viewing only one page. High bounce rates indicate that a website is not sustaining the attention of its visitors, or could reflect a technical issue that is preventing visitors from moving forward through the site. This paper seeks to identify ways in which the bounce rate of a website can be reduced, through both qualitative and quantitative research methods, including site analysis and regression methods applied on available demographic and technical information.
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