To understand your bounce rate data, you need to take it in context with other metrics. For example, it’s important to do a cross-comparison with time-on-site metrics. This can help you determine whether a problem is sitewide or just on a particular page. If you have a blog page with a high bounce rate and low time on site stats, you know that the content isn’t doing its work.
If you’ve developed improvement strategies for your site, A/B testing is a great way to see which ones work best. You may have two different sales pages for a product — Page A and Page B — with different designs and calls-to-action (CTAs). Running an A/B test means you would show one page to half your visitors and the second to the other half. The results should reveal which page keeps visitors on your site for a longer time period.