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For Major Stress: "Bounce rate (sometimes confused with exit rate) is a term used in web site traffic analysis. It essentially represents the percentage of initial visitors to a site who "bounce" away to a different site, rather than continue on to other pages within the same site."
On the 5 recent sites I've done, they've had a bounce rate of 15-18%. Since most of the sites I've done had movie clips, I suspect surfers viewing a clip or two led to a low bounce rate. Not sure what it means. My experience from a number of years ago is that a sale from a freesite usually takes place either from the warning page or the main page. If the surfer gets to a gallery you've lost them. I can tell you that on a site that relies on Google SE traffic, the bounce rate can be very high (80% +).
Hope that helps. I am interested in what others might have to say.
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