The marketing team for your company’s website expresses concern about why it’s not meeting its revenue goals. The effectiveness of the landing page is under question. You’re tasked with analyzing the percentage of people who go to the landing page and do nothing. What’s the name of the metric that you should look for?
- Scroll depth
- Pages per session
- Bounce rate
- New subscribers
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 are 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.