For the week of September 7 through 14 Site 2 recorded 125 page views and 123 unique views. The bounce rate was 88.60% and the exit percentage was 91.2%. These numbers look bad compared to Site 1, and the gap is almost entirely explained by one variable: Site 2 runs on X Theme, a premium WordPress theme I purchased separately, while Site 1 runs on the Project 24 speed-optimized theme. Slow load times push bounce rates up. The content on Site 2 is not weaker; the delivery vehicle is slower.