Google Analytics Tutorial – Bounce Rate


Bounce rate is an important Google Analytics term for website owners to understand and the associated figure describes some attention. The typical Google Analytics tutorial goes into detail regarding this metric because this figure represents an opportunity for site improvement. Bounce rate is defined as the percentage of visits to a single page or visits during which the individual left the site from the entrance (also called landing) page. This metric is used to measure the quality of site visits.

A high abandonment typically means that the entrance pages to the site are not considered relevant by visitors. If the landing pages were made more compelling, individuals would be more likely to remain on the site and convert to visitors for Analytics purposes. To minimize quick abandonment from your site, site owners should tailor their landing pages to each keyword used and advertisement run. A landing page should offer the services or information indicated within the ad copy. Otherwise, visitors will quickly leave to avoid wasting their time.

Make sure the tracking code is correctly implemented as this too can affect the measurement. Site owners should verify that all pages have been tagged with the correct tracking code. If only the homepage is tagged, Google Analytics can not identify additional pages from the site. The Google Analytics Site Scan tool is an easy way to verify that the tracking code is included on all site pages. If it is and the site is optimized, the bounce rate may be the result of visitor behavior like bookmarking a page, visiting it, and leaving, which can not be controlled.

Site owners can view the bounce rates for their site by accessing the detailed report. This is done through Google Analytics by selecting Visitors, then Visitor Trending, then Bounce Rate. If the company website features only one page, then this metric will always be high because multiple pageviews will not be registered without a visitor renews the site within the browser. For this reason, blog sites typically have high abandonment rates since most of the content is presented on the home page.

There is no standard threshold that defines a good or bad rate. The type of site, traffic sources, and target audience determine whether a rate is acceptable. In general, rates for SEO and direct sources are the lowest, while the AdWords source has the highest rate, even if the site has been optimized.

The rate for an SEO source that features relevant keyword targeting should not be higher than about 20 or 25 percent. Site owners can view Benchmarking reports in the Visitors list of Google Analytics to compare their site against others in their industry. If their bounce rate is much higher than average, adjustments should be made.

When they review a Google Analytics tutorial, website owners learn more about bounce rates and receive guidance on ways to keep their rates low. Tagging each page with the tracking code and optimizing landing pages are two recommended approaches. A site optimized to keep visitors engaged is more likely to generate sales.

Source by Chris M. Gill