Exactly what I was wondering about. What’s a “good” bounce rate?

It’s complex and has many variables, as you pointed out in your reply.

Are there any typical industry averages?

In the offline world we know 90% of our advertising isn’t going to be effective so we take that into consideration.

In a typical bricks and mortar store we know we’ll sell to one out of every two people who walk in the store.

In a typical sales presentation we know we’ll sell to one out of every four, and to have gotten face time with those four we would have had to have called around 64 others.

That’s all sales 101, but what are the comparable figures for online?

Are they coming to the site as they would an offline store, or do they need to be presented to?

Or, are they responding to advertising, cold calling or something else?

How we measure the bounce rate needs to be determined by the method of attraction and engagement used to get the customer to the site.