Google offers a free service named Google Analytics. This service records a large number of website metrics that give you insight into your website’s visitors. The summary statistics for example, show the total number of visitors to your website, the number of visitors per page, the average time each page is viewed and much more.
What is Bounce Rate?
Bounce rate is one of the metrics recorded by Google Analytics. According to Google, a bounce is defined as a single-page session on your website.
Informally, a bounce occurs when someone goes to a page in your website and then leaves your website without going to any other pages. The bounce rate for a given page is simply the proportion of visitors who visit the page but then leave your website without opening any other page.
Good or Bad?
A bounce is not inherently good or bad. The meaning of any bounce should be informed by the purpose of a page, the content in the page, and the role of the page within a website.
In most scenarios though, high bounce rates are bad, particularly for home pages or other landing pages. Logically, if your website is of interest to the visitors, they will proceed to navigate to other pages before leaving. So, if most visitors leave before going to another page, then they weren’t interested in your website or your company, were or otherwise not motivated to continue navigating your website. When this happens, it frequently can mean the traffic driving a high bounce rate was not relevant to your website and business.
Implication for Internet Marketing Efforts
Bounce rate is a statistic that should be considered when evaluating the effectiveness of various Internet marketing efforts. Most efforts will increase overall website traffic, but if the bounce rate increases substantially at the same time, then it is easy to conclude that the Internet marketing effort succeeded in bringing irrelevant traffic to your website. Be careful, because most Internet marketing offerings only promise increased traffic, with no mention of relevance as measurable by bounce rate.