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Unlocking Key Performance Indicators: Bounce Rate
Posted By Ronald Patiro On October 25, 2007 @ 10:17 am In Improving Conversion,Key Performance Indicators,Metrics,Web Analytics | 16 Comments
For the second installment in this series, we’ll cover bounce rate (aka “reject rate”). Simply put, bounce rate measures the amount of visitors that are landing on your site and immediately bouncing off of it.
To qualify as a bounce, analytics tools will typically take all visitors who only see one page and leave. Time may also be used to qualify a bounce (e.g., any visit under 10 seconds as a bounce).*
To calculate bounce rate, take the number of bounces and divide it by the number of visits. You can measure bounce rate for your entire site and measure the bounce rate for specific landing pages.
Example: 10,000 bounced visitors / 30,000 total visitors = 33% bounce rate.
There are many elements that will effect the bounce rate. The main idea is that people coming to your site are following a scent . If they arrive on your site and have no trace of the scent they were following, they will immediately leave. Some of the main elements to investigate when looking into your bounce include:
Bounce rate is a great starting point when analyzing important aspects of your site. Here are some of the important elements you can measure with bounce rate:
Avinash Kaushik has even called bounce rate the “Sexiest Metric Ever ” — and I agree. As far as web metrics go, bounce rate is sexy. Don’t ignore the other metrics in light of bounce rate’s beauty.
So, get testing, and be sure to check out the next installment, where we cover “Order Acquisition Ratio .”
. . .
*It’s important to check what your analytics program considers a ‘bounce’ before analyzing any data.
[Editor's Note: Want to get less bounce to the ounce ? Future Now can help.]
Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com
URL to article: http://www.grokdotcom.com/2007/10/25/unlocking-key-performance-indictors-bounce-rate/
URLs in this post:
 following a scent: http://www.grokdotcom.com/topics/vsadcampaign.htm
 unique value proposition: http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/
 pages loading too slow: http://www.grokdotcom.com/2007/04/16/time-is-money/
 see if your server is up to par: http://www.seotoolset.com/tools/free_tools.html
 different browsers: http://www.browsershots.org
 Sexiest Metric Ever: http://www.mpdailyfix.com/2007/06/bounce_rate_sexiest_web_metric.html
 Order Acquisition Ratio: http://www.grokdotcom.com/2007/10/30/order-acquisition-ratio/
 get less bounce to the ounce: http://www.futurenowinc.com/consultingservices.htm?utm_source=GrokDotCom&utm_medium=Post&utm_content=Link-1105&utm_campaign=ConsultingServices
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