Bounce rate represents the percentage of visitors who enter a site and then leave after visiting only one page.
There are a few ways to find bounce rate within the research section of SimilarWeb PRO. In Website Performance, find the overview of the engagement metrics for a site. In the engagement metrics table you will see several metrics, including the bounce rate.
Bounce rate is a reflection of how well a site is retaining traffic sent to the site by different traffic channels. An unusually high bounce will reflect visitors going to the site but leaving after visiting one page, showing lower retention. This could be due to various factors in a site's strategy, for example, Referral traffic, SEO strategy or Display ads can all contribute to an increase or decrease in the overall bounce rate for the site, or the bounce rate per traffic channel. Use this metric to understand the correlation between traffic increase or decrease and the corresponding bounce rate. Did the bounce rate decrease when traffic increased? If yes, then the traffic is showing greater retention and you can further analyze and understand if the particular traffic strategy is proving successful.
To learn more, see 'Bounce Rate: Understanding, Measuring, and Tracking for Growth?'.