The marketer for your company’s website expresses concern that the website isn’t creating enough revenue to justify it. The effectiveness of the landing page is under question. You’re tasked with analyzing the percentage of people who don’t click any links on the landing page. What’s the name of the metric that you should look for?
- Scroll depth
- Bounce rate
- Average time on page
- Pages per session
Explanation:
The metric that you should look for to analyze the percentage of people who don’t click any links on the landing page is Bounce rate. Bounce rate measures the percentage of visitors who navigate away from the site after viewing only one page, in this case, the landing page, without interacting further by clicking on any links or taking any actions. A high bounce rate typically indicates that visitors are not finding what they expected or needed upon arrival, which could imply issues with the landing page’s content, design, relevance, or call-to-action. Therefore, monitoring the bounce rate is crucial for assessing the landing page’s effectiveness in engaging visitors and encouraging them to explore more of the website, thus potentially increasing conversion rates and revenue generation. Metrics such as average time on page, scroll depth, and pages per session provide additional insights into user behavior and engagement but do not specifically indicate whether visitors are clicking links or leaving the page without interaction, making them less directly relevant to addressing the marketer’s concern about the landing page’s revenue-driving capability. Hence, focusing on bounce rate aligns with the goal of understanding and improving the landing page’s ability to retain visitors and guide them towards conversion actions, thereby optimizing overall website performance and revenue generation.
Bounce rate is a percentage of single-page sessions on your site. It means that the user lands on your webpages and leaves without any interaction. That’s a significantly simplified explanation.
In practice, monitoring bounce rates is not so simple. First, the fact that your page has registered a bounce is not always something wrong. For example, you have a great page that is very relevant to a user query, and he was able to find the information quickly and left just after. There is nothing wrong with it, especially if you analyze an informational-type page.
Secondly, bounce rates will vary depending on the industry, page-type, and many other factors. Sometimes it’s difficult to say what is “a good bounce rate” if you don’t have enough historical data.