If you have any form of contact with website reports, you
will no doubt be familiar with the phrase ‘bounce rate’. Google defines Bounce Rate as “the percentage
of single-page sessions”, in other words the ratio of site visitors who came to
your site and didn't go anywhere else.
It is one of the most popular online web metrics quoted and
is typically cited by website managers as good or bad depending upon the figure….
With “High” usually meaning “bad”.
But is that really the case?
Those with some understanding of bounce figures usually claim
that a high rate is a sign of poor design or bad usability. That users have not
found what they wanted and then gone elsewhere.
This may indeed be true, however the opposite may also be
the case. You see a user may have arrived at exactly the right page they wanted
(either via marketing activity or good deep-linking search engine optimisation)
and got everything they wanted (such as the right information or a view of a
video).
Note: If you only have a single page site, such as a
microsite or a holding page for a larger forthcoming site, then you can obviously
expect a very high bounce rate.
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