Website Bounce Rate

Good morning,
We recently had a third party marketing group review a student housing property's marketing plan and a comment was made that the property's website had a "higher than average" bounce rate. I wanted to have a better understanding of bounce rate and what the industry standards are including if utilizing splash pages.
Best,
Nancy McGartland, CPM
McKinney Properties, Inc.

Hi Nancy,
The bounce rate is simply when a user left the site after viewing just one page. My question would be to better understand which pages had the high bounce rate, where they were coming from, and what device they were using. Fundamentally, the high bounce rate could mean a variety of things:

1) They couldn't navigate the site easily to find what they needed.
2) The site was optimized for mobile, so you had a lot of drop offs from mobile users
3) They got the information they needed, but the site wasn't designed to capture their details
4) ??

Hi Nancy,
Brent gave you a great answer. If you have your admin install a free tool such as Google Analytics you could get all the information to answer the questions above.

As for industry standards, there is no such thing. It really depends on the site, the specific page, the goal of that page (if the page is an FAQ page and the users gets the answer to their question and move on it's not a bad thing but if it's a lead generation page then you want the bounce rate to be as low as possible).