As a small business owner it can be overwhelming trying to figure out the alphabet soup that goes along with web analytics. Understand key terms and their implications can dramatically improve the performance and value of your web site and web site traffic.
A critical measurement when looking at your website analytics is the bounce rate.
Bounce Rate: A visitor comes to your site, does not see what he or she is looking for and immediately leaves your site to go somewhere else.
The good news: Every web site has bounces. Many times people stumble upon a site they did not intend to visit.
The bad news: The higher the bounce rate the more likely there is a problem. Unfortunately a high bounce rate could represent any number of problems.
A high bounce rate could mean one or more of the following:
- The page your visitors first see (landing page) is poorly designed
- The landing page has too much copy
- The website has confusing navigation
- Technical issues with the landing page
- Poor keyword selection
- Poor quality traffic (there are several reasons this could occur)
- A handful of technical issues
As with any other metric bounce rate cannot be analyzed in a vacuum – it must be measured taking many other factors into account. The important thing to remember is that using a web analytics tool to measure the performance of your web site is a key element to its success. As always, review your metric and revise as necessary.
If you need help – please consult your marketing coach. They can help you navigate the terms and their implications so you can focus on your business.
Always working to bounce low…