The bounce rate therefore is the percentage of visits that only include one page. These short and shallow visit are generally held to be ‘a bad thing’, occurring because of negative reasons such as a visitor realising very quickly that the website will not meet their requirements. For this reason webmasters will aspire to achieve a low bounce rate.
However if the visitor immediately finds the information he or she requires, for instance a phone number or address, a high bounce rate could arguably be seen as a positive thing.
This apparent contradiction demonstrates why a bounce rate must always be viewed alongside all other website data and not taken in isolation.