Every week I have folks brag about the amount of hits that their web sites have without giving any regards to the site’s Bounce Rate or any other marketing metic.
The following is Google’s definition of Bounce Rate:
Bounce rate is the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page. Use this metric to measure visit quality – a high bounce rate generally indicates that site entrance pages aren’t relevant to your visitors.
If a site has a weekly traffic of 1,000 visitors and a bounce rate of 80% this will translate into 800 visitors going no further into your site than your home page. It is an indication that the search engine optimization strategy of your web site is not focused on your target market or, even if you are reaching your target market, the content of you site is not compelling – either way you have a problem.
A primary goal for your web site should be a reduction in your bounce rate – you need qualified customers not tire kickers to grow your business.
So, when looking at your web stats….pay careful attention to your site’s bounce rate.
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