Term of the week is Bounce Rate.
Bounce Rate is an Internet Marketing term used in web traffic analysis. It represents the percentage of visitors who enter the site and "bounce" (leave the site) rather than continue viewing other pages within the same site.
It is a measure of the effectiveness of a website in encouraging visitors to continue with their visit. It is expressed as a percentage and represents the proportion of visits that end on the first page of the website that the visitor sees.
These rates can be used to help determine the effectiveness or performance of an entry page at generating the interest of visitors. An entry page with a low bounce rate means that the page effectively causes visitors to view more pages and continue on deeper into the web site.
High bounce rates typically indicate that the website is not doing a good job of attracting the continued interest of visitors. The lower the bounce rate, the better it is for the website.
Interpretation of the bounce rate measure should be relevant to a website's business objectives and definitions of conversion, as having a high bounce rate is not always a sign of poor performance. On sites where an objective can be met without viewing more than one page, the bounce rate would not be as meaningful for determining conversion success. In contrast, the bounce rate of an e-commerce site could be interpreted in correlation with the purchase conversion rate, providing the bounces are considered representative of visits where no purchase was made.
A bounce occurs when a web site visitor only views a single page on a website, that is, the visitor leaves a site without visiting any other pages before a specified session-timeout occurs. There is no industry standard minimum or maximum time by which a visitor must leave in order for a bounce to occur. Rather, this is determined by the session timeout of the analytics tracking software.
where
Rb = Bounce rate
Tv = Total number of visitors viewing one page only
Te = Total entries to page
A visitor may bounce by:
- Clicking on a link to a page on a different web site
- Closing an open window or tab
- Typing a new URL
- Clicking the "Back" button to leave the site
- Session timeout
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