Bounce rate is a common Internet marketing term, often used in analyzing website traffic. It represents the percentage of visitors who enter the website, and then leave or “bounce”, rather than continuing to view other pages; within the website. It is believed that an entry page experiencing a low bounce rate, indicates that the webpage is effectively encouraging visitors to view more pages; and continue deeper into the website. Officially, Google sees the bounce rate as:
- the percentage of single-page visits, or
- visits in which the person left the website; from the entrance (landing) page.
Once driven to your website by your search engine marketing strategies, etc., it is believed that the more compelling your landing pages are, the more likely visitors will be; to follow through with a conversion.
“My own personal observation is that it is really hard to get a bounce rate under 20 percent, anything over 35 percent is cause for concern, 50 percent (and above) is worrying. I stress that this is my personal analysis.”- Google Analytics specialist, Avinash Kaushik
Although bounce rates can be used to help determine the effectiveness or performance of an entry page, having a high bounce rate should not always be seen, as a sign of poor performance. On websites where your objective is satisfied, without viewing more than one page, then the bounce rate cannot be as meaningful; in determining the number of successful conversions.
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