Tip: Evaluate your sources and your site with Bounce Rate
Friday, June 29, 2007 | 10:16 AM
Of all web analytics metrics, Bounce Rate is perhaps the most universally applicable. Why? Because, unlike the widely-quoted Conversion Rate metric, Bounce Rate doesn't require you to have defined conversion goals. This means you can use it to understand how well virtually any kind of site performs from a marketing standpoint.
If your site conversion rates are low, Bounce Rate can help you understand why. If your Bounce Rates are also low, your troubles are likely due to site design and usability issues. In this case, you might focus your efforts on streamlining your conversion funnel or making your site easier to navigate. But if your Bounce Rates are high, you can focus your efforts on redesigning entrance (landing pages), improving the quality of traffic to your site, and doing a better job of pairing landing pages with ads.
Our own Avinash Kaushik has just written an excellent article on Bounce Rates in MarketingProfs: Daily Fix. It's appropriately titled Bounce Rate: Sexiest Web Metric Ever?
2 comments:
webmaster said...
What's the difference between the bounce rate of a lower level page and the exit %? I understand the idea of the bounce rate for the landing page, but am confused by the bounce rates for all the lower-level pages, most of which I'm sure are not linked to directly anywhere.
10:11 AM
lorna said...
I have the same question - what is the difference between bounce and exit rate on any given page? If 'bounce' means someone who viewed no other page, and exit means they viewed other pages previously, how can there be an 80% bounce rate and 50% exit on the same page?
6:08 AM
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