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Getting more bang from bounce rate

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Bounce rate -- the percentage of people who arrive on your site and then leave without looking at anything else -- is a great example of a vanity metric: something people talk about a lot but don't really act on. If you find yourself wondering, "Is my bounce rate any good?" then you're asking the Web analytics equivalent to asking, "Does my ass look big in these jeans?" But it doesn't have to be that way. As my friend Jane Taylor says, it isn't good or bad -- it's just data. By looking a little closer at your bounce rate, you can make some decisions to improve your online marketing. Here are three specific bounce-rate reports and how you can use them to make things better: Bounce rate on home page The bounce rate (calculated by the number of people entering a site vs. the number of people leaving the site after seeing just one page) for your entire site doesn't tell you much. But the bounce rate on specific pages can help a great deal. Your home page, ...