The answer is: it depends.
If everything is working well for you and your store is experiencing sustainable growth, it can be OK to have a high Bounce Rate.
But to me, in most cases a high Bounce Rate shows that something is not quite right with an online store.
In this short blog post we explain what a bounce actually is and give you the benchmarks for what a good Bounce Rate should look like for your business.
Read the full report here: http://blog.compass.co/ecommerce-bounce-rates-2016-benchmarks/
I would foucs on the bank account and the ROI. bounce rates can mean lots of things (BOT, page scans)
I agree that the bank account is the best metric :) But if you're failing to convert people from organic or paid channels, and you have a very high bounce rate, it's well worth looking at them to optimize campaigns and landing pages.
Bounce rates are important. If you're driving traffic to your site and you have a high bounce rate you are losing sales. It could be that there is something off with your marketing or advertising like you aren't setting up the right expectations and when they get to your site they are like what is this? I'm out of here. There are many on page reasons for bouncing as well. While it certainly isn't the most important factor for success, why would you leave sales on the table? If you're paying to drive traffic or putting in time to drive organic traffic, it's a better strategy to work on reducing bounce rates rather than continuing to drive traffic to a site that people leave right away. I always say that it is easier to keep clients you already have than to get new ones. I believe the same applies to traffic coming to your site.
I totally agree. Although I understand what Leon said. If you're selling well and your store is profitable, maybe Bounce Rates aren't that important. But for the most part is a good metric to watch out for when optimizing campaigns and landing pages.