It represents the percentage of customers who visit the category and then leave (“bounce”) rather than continuing to view other categories within the same store. The bounce rate is calculated by counting the number of single customer visits and dividing that by the total visits. It is then represented as a percentage of total visits.
Bounce rate is a measure of “stickiness.” The thinking is that an effective category will engage visitors deeper into the category. Encouraging visitors to continue with their visit.
