Ian Lurie // Jan 29 2008
There’s an internet marketing metric you’re not watching, but you should be.
You’re tracking visitors. You’re tracking pageviews. Hopefully, you’re even tracking keywords and conversions.
But are you tracking bounce rate?
Bounce Rate is the percentage of visitors leaving your site after viewing only the page on which they landed.
If I visit your site, view one page and leave, without clicking any other links, then I’m a ‘bounce’. A higher bounce rate is bad. A lower one is good.
You need a basic web analytics package. In Google Analytics, you’ll find bounce rate right on your dashboard page:
And yes, a bounce rate of 61% is awful. I haven’t figured out why you all run away. I don’t bite, I swear.
Clearly, I’m not doing that great a job on my blog. On other sites, though, I’ve had better luck.
Here’s how you reduce bounce rate:
Test, measure, and adjust. Eventually, you’ll find the recipe that minimizes bounce rate.
Ian Lurie is founder and CEO of Portent Inc., an internet marketing agency that has provided internet marketing, including PPC, SEO, social and analytics services, since 1995. Read More