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Each week, we’ll define a different metric to help you understand the various measurement jargon…
First up, one I am asked about often, Bounce Rate!
Bounce Rate refers to the percentage of people who leave your website, only viewing the page they landed on, i.e. single page visits.
Your website has an overall Bounce Rate, as seen on the Audience Overview report (all single page visits), and each page has it’s own Bounce Rate (the percentage of people who only viewed that page and no other).
This is generally one of the metrics we want to be as low as possible, as a low Bounce Rate can indicate an engaging or “sticky” website, where people are generally viewing 2+ pages.
That being said, there are a few things to keep in mind:
- Some pages often have high bounce rates, but it’s not necessarily a bad thing, depending on what the page is. For example, Contact pages often have a high Bounce Rate, but in that instance, people have usually gotten the information they needed (address, directions, telephone number) and have then left.
- A high Bounce Rate on a homepage is not generally a good thing… as it tends to indicate:
• you are attracting the wrong visitors who aren’t interested in your offering
• they don’t know what to do (too many options, unclear navigation etc)
- Websites with blogs tend to have higher overall Bounce Rates, as regular visitors will drop in to view a new post then leave. In those instances, it’s best to look at Overall Sessions and Returning Visitors.
- Traffic from mobile devices often have higher Bounce Rates, as mobile visitors are very “action-oriented”, come to look for a piece of information then leave (and providing they get the answer it’s all good!)
- Traffic from social media often has higher Bounce Rates as they are ducking over from their feed to read something, then more likely to flick back to their social scrolling.
- If a particular page has some in-page interaction that can be tracked using an event (such as a calculator, download or widget) it IS possible to classify single page visits WITH an event interaction as a non-bounce.
So a bit of info there, which hopefully clears that one up!