What Is A Good Bounce Rate? : It's Not METRICS!

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Today

Today I was asked a very nice question and figured I'd post my response here:

Q: "What, in general, do you think is an acceptable bounce rate for an index page that gets a lot of entries?"

A: Of course the lower the better in this case. The key is to take what you have as a baseline and try to improve it. Most importantly, try one thing at a time. It will take some brainstorming to try and figure out what might be confusing to visitors or what can be cleaned up. You can also use ClickMap and Google Analytic's site overlay feature to see what is going on. Here are some questions off the top of my head that might help:

How do visitors arrive at this page? If there are visitors arriving by mistake, weeding them out automatically improves your bounce rate.
What are the most popular sections of the page and are they most visible?

It really involves two pieces - getting pre-qualified visitors to your page and doing a good job at helping them find what they're looking for on the page. You don't have to do an all-out usability study for changes you'd like to make. Find random people in the hall and ask them to perform a typical task on the page and get their feedback on which way was simplest.

That's my brain dump. ;)

Comments:

Assessment of bounce rate (the % of people who leave the site with no further action) is relative to what you are attempting to accomplish and what your expectations are. Obviously lower is better. However, I have Google key words which are very specific for my site content and those words have a very low bounce rate (say 20%) because those key words are giving people what they are looking for. With other less specific key words I am trying to cast a wider net and the bounce rate is consequently higher (say 80%) but I expect that and do not intend to eliminate them just because the bounce rate is above a certain level.

Posted by boomer on October 26, 2007 at 08:13 PM PDT #

Will high bounce rate affect index?

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