What’s a ‘bounce rate’?
Understanding and knowing what to look for in your analytics can daunting. One ‘metric’ that can give us useful information is called the ‘bounce rate’. In Google Analytics, it’s given as a number or percent. If a page has a 100% bounce rate, it means that all of the visitors of that page didn’t interact with it in any way – no link clicked, no video watched. That pretty much says that whoever visited the page didn’t find anything that they wanted there.
Combine that with other dimensions like referrers and you can really start to glean some useful information about how users on your website.
Example: Joe’s Shiny Shoes decides to run a Facebook marketing campaign to a new ‘fast runner’ shoe that just came out. They create a landing page for the shoe on their website, put together a flashy Facebook ad, set goals in Analytics, and an annotation in Analytics to mark the start of the event.
At the end of the promotion, they look at their data and see that the landing page has a 50% bounce rate, but the product detail page has a 75% bounce rate. Was it the price, or the shipping cost that caused users to close their browsers and go away?
If 100 people clicked on the Facebook ad, 50 people went away on the landing page, and 37 went away on the product detail page. About 12 potentially went through to the buy now or onto another link on the site. This allows Joe’s Shiny Shoes to make some adjustments (reduced shipping costs?) and see how that affects the new data compared to the old data.
Using a tool like Google Analytics takes time and data to make sense, but when used it allows you to adjust your website and marketing campaigns logically rather than just a hit-or-miss approach.
We can help you get started making sense of your analytics. Call 207-992-3352 to find out how.