Editor's note: this is a guest post from Ben Allen, conversion rate optimization expert.
A website’s analytics is filled a multitude of different data types: ranging from recording how many people visit your site to how long they spend on each individual page. Having access to this data is invaluable in making healthy, informed business decisions and should be a key element when composing marketing strategies.
One major analytic that doesn’t get enough attention is bounce rate. Marketers focus on other datasets like general site traffic or page flow, which are both important, but don’t paint a full picture of what’s happening on the site. Bounce rate can be a useful tool in informing the administrator what visitors are doing and what is driving them away from your site. Here are a few methods to improve your site and hopefully start increasing your traffic!
Giving People What They Actually Want
A high bounce rate indicates visitors are leaving your site without traveling to others pages. People might bounce away from a site because they don’t like the interface, the content is uninformative, or they had no desire to travel to another page.