Bounce rate is a web analytics metric that measures the percentage of visitors who navigate away from a website after viewing only one page, without interacting with any other pages on the site. 

Bounce rate is calculated using the following formula:

Bounce rate = (Number of bounces / Total entries) x 100

A high bounce rate typically indicates that visitors are not finding what they expected or that the page does not meet their needs or expectations.

A low bounce rate suggests that visitors are exploring the site further, navigating to other pages, and engaging with the content.

Factors influencing bounce rate:

1. Relevance of content: If the content on the page is not relevant or does not meet the visitor’s expectations, they may leave without exploring further.
2. Page load time: Slow-loading pages can contribute to higher bounce rates, as users may lose patience and leave the site.
3. Mobile responsiveness: With the increasing use of mobile devices, a site that is not mobile-friendly may lead to higher bounce rates among mobile users.
4. User experience: Poorly designed websites or confusing navigation can contribute to higher bounce rates.

Bounce rate should be considered in context. For certain types of content or pages, a high bounce rate might be expected and not necessarily a cause for concern.