Bounce - Marketing Term of the Day

November 14, 2007 by anne

Bounce rate is the percentage of single-page visits (i.e. visits in which the person left your site from the page on which they entered).

Bounce rate is a measure of visit quality and a high bounce rate is generally interpreted to mean that the site entrance or landing pages are not relevant to your visitors or of poor quality.

However, there are some situations where a high bounce doesn’t necessarily mean the site entrance or landing page is irrelevant or of poor quality:

• The information the visitor is seeking is located on the site entrance or landing page.
• The site is a blog which has many posts on one 'page.'
• The site has well-targeted ads which the visitor clicks on immediately upon arriving at the site.

As always, it’s important to analyze key performance indicators in context, factoring in relevant information such as the overall objective of the site, etc.

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