Website bounce rate is the percentage of visitors who arrive on a page and then leave without clicking on anything else or travelling to any other sites. Because no one stays on your site long enough to read your content or convert on a landing page, a high bounce rate usually leads to low conversion rates (or for any other conversion event).

Email bounce rate: The percentage of times an email is not delivered to the inbox of the intended recipient. A high bounce rate usually indicates that your lists are outdated or acquired, or that they contain a large number of incorrect email addresses. Because not all bounces are bad in email, it’s crucial to know the difference between hard and soft bounces before removing an email address from your list. (Learn the difference between hard and soft bounces here.)