Ian Lurie // Nov 8 2010
What’s a good bounce rate for my web site?
I get that kind of question a lot. What’s a ‘good’ bounce rate? A ‘good’ time on site?
The answer, I’m afraid, is: Better than your current bounce rate. Better than your current time on site.
In web analytics, it’s best to focus on your own data and on improving. Use yourself as the benchmark. This is your best strategy for two reasons:
Accurate, internet- or industry-wide data on keyword searches, or competitors, or just about anything else, is scarce. Non-existent, really.
Even if you could get accurate benchmarks, they still lie. Your business isn’t like your competitors’, no matter how similar they seem. Competitor A just fired his head of sales, so conversion rates tanked for a month. Competitor B happened to get on Channel 5 News. Her traffic tripled, lowering her conversion rate, too – but her sales skyrocketed.
Unless you’ve got the whole story, the numbers will lie. And you can’t get the whole story.
So, if you’re trying to figure out how many visitors you should be getting for ‘slobber knocker’, the answer is? More than you get right now.
If you’re trying to figure out where your conversion rate should be? Yep. Better than what you’re getting right now.
That’s what web analytics are for: Helping you improve. Which, as it happens, is also how you beat your competitors.
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