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Basic Web Analytics: Time on Site and Bounce Rate
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Basic Web Analytics: Time on Site and Bounce Rate

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What is the value of measuring time on site? What is the difference between bounce rate and exit rate? Why should I care? What should I do about it? Building on work by Avinash Kaushik, Dooley …

What is the value of measuring time on site? What is the difference between bounce rate and exit rate? Why should I care? What should I do about it? Building on work by Avinash Kaushik, Dooley presents an overview of these important metrics.


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    • 1. Basic Web Analytics: Time on Site, Bounce Rate Laura Lee S. Dooley Online Engagement Strategist World Resources Institute ( www.wri.org ) twitter.com/lauraleedooley [email_address]
    • 2. Metric #3: Average Time The average amount of time visitors spent viewing this set of pages or page
    • 3. Scorecard metrics Google.com = 8.4 min/day
    • 4. Time on Site Computation for Tabbed Browsing Avinash Kaushik One session, visit “reorganized” by time stamps 1 Visit, 1 Unique Visitor, 7 minutes Page 4 (1 min) Page 2 (4 min) Page 3 (2 min) Page 5 (0 min) Home (1 min) > > > > Exit 10:07 10:05 10:02 10:01 Enter - 10:00
    • 5. Metric # 4: Bounce Rate % of single-page visits or visits in which the person left your site from the entrance (landing) page
    • 6. Attributes of bounce rate
      • Really hard to misunderstand = users who land on your site and refused to give you even one single click!
      • Available in most web analytics tools, including Google Analytics. 
      • Quick and easy to use. Helps you identify and make changes in under an hour.
    • 7. Previous Page Current Page Next Page Bounce Rate = 100% Exits = 60% Bounce rate v. exits
    • 8. Previous Page Current Page Next Page Bounce Rate = 80% Exits = 70% Bounce rate v. exits
    • 9. Previous Page Current Page Next Page Bounce Rate = 20% Exits = 40% Bounce rate v. exits
    • 10. Scorecard metrics 40-60%
    • 11. How did the visitor come to your page? Why did they exit?
    • 12. Bounce Rate Metrics
      • Site average
      • Top content, landing pages
      • Referring sites
      • Search keywords
      • Adwords, Campaigns
    • 13. Site average v. landing pages
    • 14. Top content, landing pages
    • 15. Referring sites: Highest bounce rate
    • 16. Referring sites: Landing pages
    • 17. Search keywords
    • 18. Adwords
    • 19. Adwords
    • 20. Site Overlay
    • 21. Recommendations for lower bounce rates
    • 22. bounce rate is very much influenced by what is visible to the visitor
    • 23. Add landing page links to …
      • feature articles with in-depth analysis
      • other news articles on the same topic
      • dedicated reference page dealing with only the specific topic
      • comment section/forum to invite participation by readers
      • back story or general background information
      • multi-media presentations (audio/video)
    • 24.