Why it matters
A high bounce on a landing page usually means broken promise (the ad said one thing, the page another), slow load, or wrong audience. But context is everything: someone who reads your article, gets the answer and leaves satisfied also "bounced". Panicking at a blended average leads to fixing the wrong pages.
How it works
Analytics counts a visit as engaged if it lasts a threshold, converts, or continues deeper; the rest are bounces. Judge it per page and per source against intent: campaign pages deserve low bounce, reference content tolerates high. Trend beats absolute number every time.
What to do about it
Ignore the site-wide average. Pull your five most expensive pages (paid landing pages first), compare bounce by traffic source, and investigate the outliers with real-user recordings before redesigning anything.
