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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

Are we too obsessed with Bounce Rate? – Part 3

Consumed => “8 Ways to Reduce Your Site’s Bounce Rate” by Kevin Nakao on Mashable.com.

http://mashable.com/2010/10/29/how-to-reduce-bounce-rates/

Left a comment…

Before I forget, if you’re serious about this, then I recommend tagging any and all links you distribute that point back to your site (e.g. in a Tweet, a link swap, etc). For example, use Google URL Builder. As those clicks come back in you’ll have a more granular level of data to report on and analyze. The bonus, this also helps in being able to analyze the effectiveness of your emarketing.

=> Other than that, please allow me to offer a couple contrarian insights:

1) “A high bounce rate means you are making a bad first impression”. That’s not entirely true. It could very well mean, they got that they wanted and are done. One must realize this isn’t about you, it’s about them. Depending on the nature of the site, or even the nature of the information the guest consumed, a key metric might also be returning visitors. And how many rounds of return visits within that. These are also offered in Google Analytics.

2) “A high exit rate means you have a leak in the process.” Again, not entirely true. The problem might not be in the site itself per se but further upstream. For example, your AdWords can be pulling in traffic but ultimately it’s not the right traffic.What looks to be bounces and exits are really the result of attracting the wrong prospect. You mention this in your list so I’m not sure why it was misstated in the introduction.

3) “Make sure the keywords you are using in your metadata have low bounce rates ” FYI – The major search engines no long use the meta keywords tag. URL, title and content is what matters. With a couple rare exceptions the meta keywords are now ignored.

Are bounce rates fun to watch? Sure they are! They can also be misleading and waste of time to obsess over. Given limited resources I typically recommend to devote resources to maximizing the positives. That is, increase any type of conversions action. Yes, bounce sometimes factors into that. But it makes more sense to view bounce as the part of some greater means than and ends in and of itself.

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