Standard Metrics Revisited: Bounce Rate
http://www.kaushik.net/avinash/2007/08/standard-metrics-revisited-3-bounce-rate.html

Kaushik, Avinash
Occam's Razor
2007

Abstract:

Bounce rate is a beautiful way to measure the quality of traffic coming to your website. It is almost instantly accessible in any web analytics tool. It is easy to understand, hard to misunderstand and can be applied to any of your efforts.