Bounce rates in higher ed
 

Bounce rates in higher ed

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When marketing managers begin working with Google Analytics to learn more about their website’s effectiveness, bounce rate is one of the first metrics they are exposed to.

When marketing managers begin working with Google Analytics to learn more about their website’s effectiveness, bounce rate is one of the first metrics they are exposed to.

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Bounce rates in higher ed Bounce rates in higher ed Presentation Transcript

  • Bounce Rates in Higher Ed: The Good, the Bad and the Ugly Slide 1 Bounce Rates in Higher Ed: The Good, the Bad and the Ugly
  • Bounce Rates in Higher Ed: The Good, the Bad and the Ugly Slide 2 1) Bounce Rates 2) What is a Bounce? 3) What’s a Typical Bounce Rate? 4) Bounce Rate in Higher-Ed 5) A Caution About Worrying Too Much About a Bounce Rate Overview Source: Higher Education Marketing – Bounce Rates in Higher Ed: The Good, the Bad and the Ugly
  • Bounce Rates in Higher Ed: The Good, the Bad and the Ugly Slide 3  When marketing managers begin working with Google Analytics to learn more about their website’s effectiveness, bounce rate is one of the first metrics they are exposed to.  Google Analytics certainly highlights it, putting it up front on almost every report.  As they explore their site statistics and get comfortable with visits, visitors and duration of visits, they inevitably turn to bounce rate and say ”OK, I now understand that we are "bouncing" a lot of people off our site, and that’s a bad thing.  So what would a reasonable bounce rate be for my site and how do I get it there? 1. Bounce Rates Source: Higher Education Marketing – Bounce Rates in Higher Ed: The Good, the Bad and the Ugly
  • Bounce Rates in Higher Ed: The Good, the Bad and the Ugly Slide 4  By definition a bounce occurs when someone visits one page on your site and then leaves the site without visiting any other pages.  Bounce rates are generally good indicators of how effective your pages are at engaging the visitor and drawing them into your content.  Knowing your bounce rate for important pages like this and how well they are “converting” becomes quite important to reaching your site’s marketing objectives.  A visitor will usually bounce from a site when she realizes that the site does not offer the information that they were seeking or had been led to believe would be found there by a earlier page or link.  For example, a visitor may bounce from a page where they thought they would find tuition information but were instead told to call an 800 number to speak to an admissions officer. 2. What is a Bounce? Source: Higher Education Marketing – Bounce Rates in Higher Ed: The Good, the Bad and the Ugly
  • Bounce Rates in Higher Ed: The Good, the Bad and the Ugly Slide 5  From a technical point of view, a bounce occurs when a visitor:  Clicks on an external link.  Clicks the back button in the browser.  Closes the browser window or tab.  Enters a new URL in the same browser window or tab. 2. What is a Bounce? Source: Higher Education Marketing – Bounce Rates in Higher Ed: The Good, the Bad and the Ugly
  • Bounce Rates in Higher Ed: The Good, the Bad and the Ugly Slide 6  The bounce rate for a particular website is the total % of visitors who bounce from all pages of that website.  So what’s a typical bounce rates for a website? Well surprisingly, benchmark information on this topic is rather difficult to come by.  The reason is that “typical” is a really bad way to look at web site performance.  Even as much of a cliché that it is, all sites, and all industries are quite different, therefore it is difficult to produce useful comparisons.  To generalize this a bit, the typical bounce rate seen above falls somewhere between 35 and 60 percent. 3. What’s a Typical Bounce Rate? Source: Higher Education Marketing – Bounce Rates in Higher Ed: The Good, the Bad and the Ugly
  • Bounce Rates in Higher Ed: The Good, the Bad and the Ugly Slide 7  45 percent bounce rate is about average.  If your rate surpasses 60 percent, you should be concerned.  If you're in excess of 80 percent, you've got a major problem, definitely in the ugly zone.  You either have some really bad pages that provide no redeeming content or links or the links on those pages intentionally push your visitors off your domain.  Start by taking a close look at those sections over 60 % to try and improve your general performance. PPC landing pages might be the culprit.  If so, get out your Conversion Rate Optimization hat and get to work! 4. Bounce Rate in Higher-Ed Source: Higher Education Marketing – Bounce Rates in Higher Ed: The Good, the Bad and the Ugly
  • Bounce Rates in Higher Ed: The Good, the Bad and the Ugly Slide 8  It is also important to recognize, that in some cases, a high bounce rate can be a good thing.  For example, if you have a popular blog site that has a lot of return visitors, who spend a significant time on each new post, but then bounce, you have a high bounce rate for that section of the site, but very satisfied visitors.  The important point here is not to get caught up in industry averages, or even site averages, rather that you should break your site down into meaningful sections or segments and then look closely at their bounce rate performance relative to their purpose.  Having said all of the above, there is also a time when a bounce is a really bad thing. If you have new or returning prospect students bouncing off your site at high rates, there is clearly a problem 5. A Caution About Worrying Too Much About a Bounce Rate Source: Higher Education Marketing – Bounce Rates in Higher Ed: The Good, the Bad and the Ugly
  • Bounce Rates in Higher Ed: The Good, the Bad and the Ugly Slide 9 Questions? 1.514.312.3968 info@higher-education-marketing.com Visit our Website: Higher Education Marketing FOLLOW US ON FACEBOOK FOLLOW US ON LINKEDIN FOLLOW US ON TWITTER FOLLOW US ON PINTEREST FOLLOW US ON GOOGLE+