Bounce rate is a very important metric in Digital Marketing, and refers to the percentage of people who visit a website and leave without any kind of interaction, such as visiting other pages of the website, or filling out a form.

This percentage can be analyzed in tools such as Google Analytics, and should not be confused with the exit rate.
While bounce rate refers to the percentage of visitors who leave the website without interacting with it, exit rate is a metric that shows how many people are leaving the website on a given page.

How to decrease the bounce rate?
The reason why it is so important to keep an eye on your website's bounce rate is because it is an indicator that the page is not strong enough to cause engagement.
Therefore, if you want to decrease the bounce rate of your website, the solution is to focus on the user and his experience.
For this, it is important to take into account factors such as:

1 - Mobile experience
It is becoming increasingly important to provide a good experience to website visitors, especially through mobile devices.
Ensure that the pages of the website have a responsive design, with easy access to clickable elements and with an optimum readability and visualization of images.

2 - Page loading speed
In the digital age, one of the worst experiences one can have is to come across a website that takes too long to load. In these situations, what mostly happens is that we give up on that loading and abandon the website.
For this reason, it is important to make sure that the loading time of your site's pages is fully optimized. The Google PageSpeed Insight tool can help you diagnose and improve your site's performance.

3 - Call to Action Buttons
CTAs are an essential tool to ensure engagement and encourage visitors to perform some kind of action.
Use your CTAs strategically, placing them in a visible and appealing way so that they do not go unnoticed on your page.

4 - Content is key
It is of little use to have a page with an appealing design if, in the aftermath, the content of your website does not meet the expectations and needs of the visitor.
When someone does some kind of search on the internet and clicks on the results, they intend to easily find the information they are looking for, and when that doesen't happen, they will most likely leave the site.
So make sure you produce content that is relevant to your persona.
Also, make sure that your page titles and descriptions match your content, to avoid create wrong expectations for your visitors.