Be sure to read this article, I couldn’t explain it better myself: Bounce Rate’ as the Sexiest Web Metric Ever – by Marketing Profs.
Start measuring your website bounce rates everyone! Don’t let other metrics fool you. Having 50,000 unique visits a month to your website means nothing if 50% of people leave without clicking on a single link within your site. This is the metric that turned the web design industry upside down when people started to realize that their flashy expensive splash pages were scaring away precious traffic (See my blog entry on SPLASH pages).
It’s a great way to measure the effectiveness of particular keywords as well. If WebTrends is too confusing for you, try downloading and setting up Google Analytics for free to find out your website bounce rates today! (Actually you have to give the software 24hrs before it starts bringing back data to you). Good Luck.