How to reduce bounce rates?

Give people a reason to click on another page. Bounce rate is kind of an odd measurement as it really only tells you who visited only one page on your site. It does not say anything about interest in your site, for a person could come in, read one page and love it, and then leave the site. That would be considered a bounce.

Thanks Jes, it's not every day we get a new term. I wonder what significance this 'bounce rate' has, if any