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Reduce Bounce Rates: Fight for the Second Click
www.nngroup.com
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Different traffic sources imply different reasons for why visitors might immediately leave your site. Design to keep deep-link followers engaged through additional pageviews. Given growing bounce rates, we must stop using "unique visitors" as a metric for site success. Site tourists who leave a site immediately ratchet up the unique visitor count,

Optimize for Return Visits, not Bounce Rate
www.nngroup.com
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Use bounce rate as a red flag for possible issues lurking on your site, but don’t make design decisions aimed solely at chasing that second click. Optimize for long-term engagement through return visits and track deeper conversion goals.

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