Bounce Rate
by Katie White – Blizzard Internet Marketing, IncA “bounce” occurs when a person leaves a website immediately without having viewed any page but the entry page. We clearly want bounce rates to be as low as possible; if they are above average, we need to find out why, and do something about it. Bounce rate statistics can uncover ways to save and make money.
Bounce rates gives clues about your website design
High bounce rate possible causes:
– an unattractive design
– slow load time
– unappealing music.
Bounce rates give clues about your pay-per-click accounts
High bounce rates possible causes:
– click fraud
– misleading keywords
– misleading ads
– link points to the wrong page (home page instead of wedding page)
Bounce rates give clues about directories
High bounce rate possible causes:
– click fraud
– unsuccessful directory
Bounce rates give clues about e-mail marketing
High bounce rate possible causes:
– a misleading subject line/newsletter
– a poorly written “blast”
What is the average bounce rate?
Upon looking at 30 different clients and their bounce rates for given campaigns, we find the following averages:
Pay-Per-Click Accounts 42%
Directories 27%
E-mail Blasts 32%
All Campaigns Together* 37%
What can you do?
If your bounce rate is higher than average, use this information to your advantage. While there will always be people surfing the web who click in and out of a website so quickly that they hardly see it load, refining your efforts can ensure that your site’s bounce rate hovers at a reasonable level. Pre-qualify site traffic with well written ads that lure those truly looking for what you have to offer, and hold their attention with an attractive and user-friendly website design.
