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 presents an overview of these important metrics.

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  • Basic Web Analytics: Time on Site and Bounce Rate

    1. 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. 2. Metric #3: Average Time The average amount of time visitors spent viewing this set of pages or page
    3. 3. Scorecard metrics Google.com = 8.4 min/day
    4. 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. 5. Metric # 4: Bounce Rate % of single-page visits or visits in which the person left your site from the entrance (landing) page
    6. 6. Attributes of bounce rate <ul><li>Really hard to misunderstand = users who land on your site and refused to give you even one single click! </li></ul><ul><li>Available in most web analytics tools, including Google Analytics.  </li></ul><ul><li>Quick and easy to use. Helps you identify and make changes in under an hour. </li></ul>
    7. 7. Previous Page Current Page Next Page Bounce Rate = 100% Exits = 60% Bounce rate v. exits
    8. 8. Previous Page Current Page Next Page Bounce Rate = 80% Exits = 70% Bounce rate v. exits
    9. 9. Previous Page Current Page Next Page Bounce Rate = 20% Exits = 40% Bounce rate v. exits
    10. 10. Scorecard metrics 40-60%
    11. 11. How did the visitor come to your page? Why did they exit?
    12. 12. Bounce Rate Metrics <ul><li>Site average </li></ul><ul><li>Top content, landing pages </li></ul><ul><li>Referring sites </li></ul><ul><li>Search keywords </li></ul><ul><li>Adwords, Campaigns </li></ul>
    13. 13. Site average v. landing pages
    14. 14. Top content, landing pages
    15. 15. Referring sites: Highest bounce rate
    16. 16. Referring sites: Landing pages
    17. 17. Search keywords
    18. 18. Adwords
    19. 19. Adwords
    20. 20. Site Overlay
    21. 21. Recommendations for lower bounce rates
    22. 22. bounce rate is very much influenced by what is visible to the visitor
    23. 23. Add landing page links to … <ul><li>feature articles with in-depth analysis </li></ul><ul><li>other news articles on the same topic </li></ul><ul><li>dedicated reference page dealing with only the specific topic </li></ul><ul><li>comment section/forum to invite participation by readers </li></ul><ul><li>back story or general background information </li></ul><ul><li>multi-media presentations (audio/video) </li></ul>

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