Understanding Your Bounce Rate

Guest Post by Deepak Gupta from Help My Resume |

When I bring up the topic of Bounce Rate, I am not discussing the NBA. According to Wikipedia, “Bounce rate (sometimes confused with exit rate) is a term used in web site traffic analysis. It essentially represents the percentage of initial visitors to a site who “bounce” away to a different site, rather than continue on to other pages within the same site. The formula used to calculate bounce rate is:

Bounce Rate = Total Number of Visits Viewing Only One Page / Total Number of Visits”

Why am I discussing such a dull topic – marketing metrics? I will tell you why this is so important. There is a myth perpetuated in the late 1990s where total hits to your site show how popular your site it is. While I agree that is one aspect of success, one should also look at a qualitative figure — the bounce rate. If your site is designed well and depending on its purpose (shopping), your bounce rates goals should be low. The only time I would think where the bounce rate can be somewhat high is when visitors are visiting other sites within your network (i.e. Twitter, Facebook, LinkedIn, your Blog, YouTube and so on).

The caveat of the bounce rate is that ecommerce sites should be lower whereas bounce rates for news sites maybe higher because visitors are scanning headlines and articles. The best place to examine your bounce rate is Google Analytics.

Currently, Deepak Gupta is serving as the VP of Marketing for Help My Resume, a Florida-based non-profit and is the Principal of Marketing By Deepak Consulting Group.

Deepak resides in California and travels frequently for social media marketing speaking engagements. He was recently a featured speaker at Product Camp So Cal at the University of California, Irvine and has been interviewed by Startup Guru, Dr. Giang Biscan on AsAble.com.  Deepak has been featured in AOL, Fox Business News, Yahoo Finance, Forbes, Bloomberg, CNBC and USA Today.