de duping Bounce rate - you can actually save money on marketing and PPC if you get to grips with your bounce rate.
True bounce rate formula provided within...
Die Bounce Rate (Absprungrate) ist eine der meist genutzten Metriken in Reports und leider ist sie nicht ganz so selbsterklärend wie es auf den ersten Blick scheint.
Downloaden Sie hier Ihre Kennziffer.
Social media provides unique opportunities for businesses and startups to directly connect with customers to build their brands. It allows for wider reach through branded content promotion on platforms that facilitate emotional connections and conversations. Effective social media use can help measure brand mentions, loyalty through return visits, engagement in conversations, and sentiment to help startup brands gain awareness.
Một bài chia sẻ của Ms. Nguyễn Hải – Content Strategist, Mix Digital - về những kinh nghiệm phát triển nội dung trên Facebook Fanpage.
Download: Slide "Bí quyết xây dựng nội dung fanpage hiệu quả"
tailieumarketing.net
The document summarizes Facebook's rollout of a new campaign structure on March 4th, 2014. The new structure introduces an additional level with "Ad Sets" that allow marketers to better target different audiences and optimize campaigns. When the new structure launches, existing campaigns will migrate over and maintain their ads, while new campaigns can take advantage of the improved organization and reporting of targeting different audiences with ad sets.
Die Bounce Rate (Absprungrate) ist eine der meist genutzten Metriken in Reports und leider ist sie nicht ganz so selbsterklärend wie es auf den ersten Blick scheint.
Downloaden Sie hier Ihre Kennziffer.
Social media provides unique opportunities for businesses and startups to directly connect with customers to build their brands. It allows for wider reach through branded content promotion on platforms that facilitate emotional connections and conversations. Effective social media use can help measure brand mentions, loyalty through return visits, engagement in conversations, and sentiment to help startup brands gain awareness.
Một bài chia sẻ của Ms. Nguyễn Hải – Content Strategist, Mix Digital - về những kinh nghiệm phát triển nội dung trên Facebook Fanpage.
Download: Slide "Bí quyết xây dựng nội dung fanpage hiệu quả"
tailieumarketing.net
The document summarizes Facebook's rollout of a new campaign structure on March 4th, 2014. The new structure introduces an additional level with "Ad Sets" that allow marketers to better target different audiences and optimize campaigns. When the new structure launches, existing campaigns will migrate over and maintain their ads, while new campaigns can take advantage of the improved organization and reporting of targeting different audiences with ad sets.
This document discusses the importance of measuring the right analytics metrics and using analytics to understand website and marketing performance. It provides tips on customizing analytics dashboards, scheduling automated reports, annotating key events, and comparing different metrics to gain better insights. Specific metrics discussed include bounce rates, traffic sources, content performance, and how to track links, shares, and email campaigns. The goal is to help users connect marketing activities to results and understand what is and isn't working.
Data-driven Growth - Analytics & Attribution for Marketers in 2016 | Turing F...Andy Young
This document summarizes Andy Young's presentation on analytics tools and tips for marketers in 2016. The presentation covers why analytics are important for businesses, common analytics failures to avoid, key metrics to track at different stages of business and product growth, techniques for early-stage and growth-stage businesses, and considerations for selecting analytics tools and platforms. The goal is to provide marketers with guidance on using data-driven approaches to optimize growth.
These slides are from Noisy Little Monkey's Google Analytics training session. We run the courses from our offices in the Aardman Animations Studio in Bristol.
The slides cover:
- the basics of Analytics account set up
- what the measures mean and which of them are most useful for your business
- setting up goals
- using custom reports and segments
- if you are using AdWords, how Analytics can help to evaluate your ad spend.
Everything You Didn't Know About Google Analytics - Measurefest November 2016Tom Capper
This document discusses hidden quirks, misleading metrics, and tips/tricks related to using Google Analytics. Some key points covered include:
- The definition of a "session" in Google Analytics is arbitrary and can misrepresent how users actually interact with a site.
- Metrics like "average time on page" and "bounce rate" are misleading since they are averages that obscure individual session behaviors.
- Attributes like landing pages and sources/mediums are not always accurate in Google Analytics due to technical issues.
- There are ways to potentially sabotage or falsify a site's analytics data if an attacker knows the tracking ID.
- Workarounds and advanced features exist but are not
This document defines bounce rate and exit rate and explains why they are important metrics for analyzing user behavior on websites. Bounce rate refers to the percentage of single-page sessions, where users landed on a page and exited without interacting with the site further. Exit rate refers to the percentage of total sessions that exited from a particular page, whether after one page view or multiple pages. The document discusses how bounce rate and exit rate can vary between different types of pages and provides examples to illustrate the difference between the two metrics. It emphasizes analyzing these rates by landing page and keyword to understand user satisfaction and identify opportunities for optimization.
Knowing what you need to track and top setup and configuration tips for Google Analytics. Avoid common pitfalls and maximize and measure what you need to!
This document discusses Google Tag Manager and provides examples of how it can be used. Google Tag Manager allows tags and code snippets to be quickly updated on websites and mobile apps. It works by injecting JavaScript and can be used to track analytics, conversions, remarketing and more. The document provides examples of how Google Tag Manager can be used to track external link clicks, file downloads, form engagement, scroll tracking, and more. It also discusses triggers, variables, and version control within Google Tag Manager.
Google Analytics 101 provides an introductory lesson on features of Google Analytics including Audience, Behavior, Conversion and A/B Testing. If you are considering a website redesign, you should review this to get familiar with how to integrate analytics. Check out http://insivia.com to learn more.
The document discusses six emerging trends in business analytics:
1. Humans and machines will increasingly work together in complementary roles, with machines handling tasks like data processing and humans focusing on creativity, empathy, and oversight of machine performance.
2. Analytics capabilities are expanding across entire organizations, moving from isolated initiatives to enterprise-wide strategies aimed at creating "insight-driven organizations."
3. Cybersecurity is becoming more important and proactive, utilizing predictive analytics to anticipate threats rather than just reacting to attacks.
4. The Internet of Things is expanding to include people and generating new business models by aggregating and analyzing behavioral data.
5. Companies are getting creative in addressing talent shortages, collaborating more closely
The reality for companies that are trying to figure out their blogging or content strategy is that there's a lot of content to write beyond just the "buy now" page.
3 Things Every Sales Team Needs to Be Thinking About in 2017Drift
Thinking about your sales team's goals for 2017? Drift's VP of Sales shares 3 things you can do to improve conversion rates and drive more revenue.
Read the full story on the Drift blog here: http://blog.drift.com/sales-team-tips
Search habits history
When people search online, they are signalling information about themselves: what they are looking for, when, and in what context.
We feed Google our requests and Google tries to be human by analysing our behaviour and feeding back relevant results.
Understanding the history of search habits can increase the value of search for your company.
Early search engines like Excite, AltaVista, and Lycos had limited bandwidth, processing power, and data storage so results were prioritized based on link popularity. Google introduced PageRank which analyzed the entire link structure of the web to provide more targeted results. As more content became available, search habits evolved from relying on the first page of results to the first few due to faster loading times and more accurate personalized results that meet users' intent. Modern search engines use social signals, predictive queries, and knowledge graphs to deliver unified answers across all information in one place without needing to search multiple sources or pages.
Pharmaceutical companies and SEO search results complianceMarcos Richardson
This paper looks at two search components (from an optimisation perspective and a pharama compliance perspective) that are publicly visible in search engine results: the ‘Title Tag’ and the ‘Description Tag’.
Search results are important because they are the first piece of information a person sees before clicking and entering a web property and should comply with FDA and PMCPA regulations.
The document discusses the untapped potential of organic search traffic conversion. It notes that 94% of search engine users click on organic results rather than paid ads. While companies invest in usability and paid campaigns, they often ignore optimizing their organic search traffic. Properly optimizing title tags and description meta tags, which appear in search results, can significantly improve a site's search ranking and traffic from organic searches. An analysis of optimizing these tags for Blackberry pages across different countries found a strong increase in search ranking for the optimized pages compared to non-optimized ones.
This whitepaper discusses how recent updates to internet standards now allow for special characters to be displayed in URLs, improving localization of web content for languages that require these characters. This enables more targeted local SEO strategies for international businesses. Key points covered include how search engines can now better identify location based on language and characters used, the benefits for brands that can maintain their full names and identities online, and recommendations for international marketers to optimize their online assets for local search queries in different markets and languages.
2024 Trend Updates: What Really Works In SEO & Content MarketingSearch Engine Journal
The future of SEO is trending toward a more human-first and user-centric approach, powered by AI intelligence and collaboration. Are you ready?
Watch as we explore which SEO trends to prioritize to achieve sustainable growth and deliver reliable results. We’ll dive into best practices to adapt your strategy around industry-wide disruptions like SGE, how to navigate the top challenges SEO professionals are facing, and proven tactics for prioritizing quality and building trust.
You’ll hear:
- The top SEO trends to prioritize in 2024 to achieve long-term success.
- Predictions for SGE’s impact, and how to adapt.
- What E-E-A-T really means, and how to implement it holistically (hint: it’s never been more important).
With Zack Kadish and Alex Carchietta, we’ll show you which SEO trends to ignore and which to focus on, along with the solution to overcoming rapid, significant and disruptive Google algorithm updates.
If you’re looking to cut through the noise of constant SEO and content trends to drive success, you won’t want to miss this webinar.
This document discusses the importance of measuring the right analytics metrics and using analytics to understand website and marketing performance. It provides tips on customizing analytics dashboards, scheduling automated reports, annotating key events, and comparing different metrics to gain better insights. Specific metrics discussed include bounce rates, traffic sources, content performance, and how to track links, shares, and email campaigns. The goal is to help users connect marketing activities to results and understand what is and isn't working.
Data-driven Growth - Analytics & Attribution for Marketers in 2016 | Turing F...Andy Young
This document summarizes Andy Young's presentation on analytics tools and tips for marketers in 2016. The presentation covers why analytics are important for businesses, common analytics failures to avoid, key metrics to track at different stages of business and product growth, techniques for early-stage and growth-stage businesses, and considerations for selecting analytics tools and platforms. The goal is to provide marketers with guidance on using data-driven approaches to optimize growth.
These slides are from Noisy Little Monkey's Google Analytics training session. We run the courses from our offices in the Aardman Animations Studio in Bristol.
The slides cover:
- the basics of Analytics account set up
- what the measures mean and which of them are most useful for your business
- setting up goals
- using custom reports and segments
- if you are using AdWords, how Analytics can help to evaluate your ad spend.
Everything You Didn't Know About Google Analytics - Measurefest November 2016Tom Capper
This document discusses hidden quirks, misleading metrics, and tips/tricks related to using Google Analytics. Some key points covered include:
- The definition of a "session" in Google Analytics is arbitrary and can misrepresent how users actually interact with a site.
- Metrics like "average time on page" and "bounce rate" are misleading since they are averages that obscure individual session behaviors.
- Attributes like landing pages and sources/mediums are not always accurate in Google Analytics due to technical issues.
- There are ways to potentially sabotage or falsify a site's analytics data if an attacker knows the tracking ID.
- Workarounds and advanced features exist but are not
This document defines bounce rate and exit rate and explains why they are important metrics for analyzing user behavior on websites. Bounce rate refers to the percentage of single-page sessions, where users landed on a page and exited without interacting with the site further. Exit rate refers to the percentage of total sessions that exited from a particular page, whether after one page view or multiple pages. The document discusses how bounce rate and exit rate can vary between different types of pages and provides examples to illustrate the difference between the two metrics. It emphasizes analyzing these rates by landing page and keyword to understand user satisfaction and identify opportunities for optimization.
Knowing what you need to track and top setup and configuration tips for Google Analytics. Avoid common pitfalls and maximize and measure what you need to!
This document discusses Google Tag Manager and provides examples of how it can be used. Google Tag Manager allows tags and code snippets to be quickly updated on websites and mobile apps. It works by injecting JavaScript and can be used to track analytics, conversions, remarketing and more. The document provides examples of how Google Tag Manager can be used to track external link clicks, file downloads, form engagement, scroll tracking, and more. It also discusses triggers, variables, and version control within Google Tag Manager.
Google Analytics 101 provides an introductory lesson on features of Google Analytics including Audience, Behavior, Conversion and A/B Testing. If you are considering a website redesign, you should review this to get familiar with how to integrate analytics. Check out http://insivia.com to learn more.
The document discusses six emerging trends in business analytics:
1. Humans and machines will increasingly work together in complementary roles, with machines handling tasks like data processing and humans focusing on creativity, empathy, and oversight of machine performance.
2. Analytics capabilities are expanding across entire organizations, moving from isolated initiatives to enterprise-wide strategies aimed at creating "insight-driven organizations."
3. Cybersecurity is becoming more important and proactive, utilizing predictive analytics to anticipate threats rather than just reacting to attacks.
4. The Internet of Things is expanding to include people and generating new business models by aggregating and analyzing behavioral data.
5. Companies are getting creative in addressing talent shortages, collaborating more closely
The reality for companies that are trying to figure out their blogging or content strategy is that there's a lot of content to write beyond just the "buy now" page.
3 Things Every Sales Team Needs to Be Thinking About in 2017Drift
Thinking about your sales team's goals for 2017? Drift's VP of Sales shares 3 things you can do to improve conversion rates and drive more revenue.
Read the full story on the Drift blog here: http://blog.drift.com/sales-team-tips
Search habits history
When people search online, they are signalling information about themselves: what they are looking for, when, and in what context.
We feed Google our requests and Google tries to be human by analysing our behaviour and feeding back relevant results.
Understanding the history of search habits can increase the value of search for your company.
Early search engines like Excite, AltaVista, and Lycos had limited bandwidth, processing power, and data storage so results were prioritized based on link popularity. Google introduced PageRank which analyzed the entire link structure of the web to provide more targeted results. As more content became available, search habits evolved from relying on the first page of results to the first few due to faster loading times and more accurate personalized results that meet users' intent. Modern search engines use social signals, predictive queries, and knowledge graphs to deliver unified answers across all information in one place without needing to search multiple sources or pages.
Pharmaceutical companies and SEO search results complianceMarcos Richardson
This paper looks at two search components (from an optimisation perspective and a pharama compliance perspective) that are publicly visible in search engine results: the ‘Title Tag’ and the ‘Description Tag’.
Search results are important because they are the first piece of information a person sees before clicking and entering a web property and should comply with FDA and PMCPA regulations.
The document discusses the untapped potential of organic search traffic conversion. It notes that 94% of search engine users click on organic results rather than paid ads. While companies invest in usability and paid campaigns, they often ignore optimizing their organic search traffic. Properly optimizing title tags and description meta tags, which appear in search results, can significantly improve a site's search ranking and traffic from organic searches. An analysis of optimizing these tags for Blackberry pages across different countries found a strong increase in search ranking for the optimized pages compared to non-optimized ones.
This whitepaper discusses how recent updates to internet standards now allow for special characters to be displayed in URLs, improving localization of web content for languages that require these characters. This enables more targeted local SEO strategies for international businesses. Key points covered include how search engines can now better identify location based on language and characters used, the benefits for brands that can maintain their full names and identities online, and recommendations for international marketers to optimize their online assets for local search queries in different markets and languages.
2024 Trend Updates: What Really Works In SEO & Content MarketingSearch Engine Journal
The future of SEO is trending toward a more human-first and user-centric approach, powered by AI intelligence and collaboration. Are you ready?
Watch as we explore which SEO trends to prioritize to achieve sustainable growth and deliver reliable results. We’ll dive into best practices to adapt your strategy around industry-wide disruptions like SGE, how to navigate the top challenges SEO professionals are facing, and proven tactics for prioritizing quality and building trust.
You’ll hear:
- The top SEO trends to prioritize in 2024 to achieve long-term success.
- Predictions for SGE’s impact, and how to adapt.
- What E-E-A-T really means, and how to implement it holistically (hint: it’s never been more important).
With Zack Kadish and Alex Carchietta, we’ll show you which SEO trends to ignore and which to focus on, along with the solution to overcoming rapid, significant and disruptive Google algorithm updates.
If you’re looking to cut through the noise of constant SEO and content trends to drive success, you won’t want to miss this webinar.
Meta Revolutionizes Product Promotion with Automated Video Catalog Ads.pptxprovidenceadworks416
As a digital marketer, I am thrilled to see Meta revolutionizing product promotion with its new automated video catalog ads. This innovative feature allows anyone to seamlessly integrate dynamic video content into my catalog product ads, enhancing the visual appeal and engagement of campaigns. By leveraging Meta's advanced AI and machine learning capabilities, one can automatically deliver tailored video ads to the most interested users, boosting traffic and conversions. This new approach not only simplifies the ad creation process but also significantly improves performance and ROI.
The Future of B2B Audience Targeting with LinkedInTajul Islam
Tired of pouring money into LinkedIn ads that don't convert?
A marketer’s guide to unlocking the full potential of LinkedIn’s extensive targeting resources and partner tools.
There's a better way. This guide unlocks the secrets to laser-targeting your ideal B2B audience on LinkedIn. Forget generic campaigns. We'll show you how to combine LinkedIn's advanced features with your existing customer data to reach high-value decision-makers directly. Imagine reaching the exact companies and people who can benefit most from your product or service.
Download our free eBook and discover a data-driven approach to LinkedIn marketing that delivers real results. Stop chasing the wrong audience – start targeting the right ones today
TAM AdEx-Quarterly Report on Television Advertising_2024.pdfSocial Samosa
According to the report, there was a 4% decrease in television advertising volumes compared to the same period in 2023, indicating shifts in advertising strategies or market dynamics.
Top 10 Digital Marketing Institute in lucknow.pptxzaireendigitech
Welcome to our ppt on the top 10 digital marketing institutes in Lucknow! If you're looking to enhance your skills in the dynamic field of digital marketing, Lucknow offers several excellent training options. Our curated list highlights the best digital marketing institutes in Lucknow, providing comprehensive courses that cover SEO, social media marketing, PPC, content marketing, and more. These institutes are renowned for their experienced faculty, practical training, and industry-relevant curriculum. Whether you're a beginner or a professional seeking to upgrade your skills, these institutes can help you achieve your career goals in digital marketing.
This document was submitted as part of interview process for Content Strategist position at Viapulsa, an Indonesian tech company which offers service to convert/transfer mobile credits into bank account.
Advanced Storytelling Concepts for MarketersEd Shimp
Every marketer knows you’re supposed to tell a story, but do you know how to tell a story? Do you know why you’re supposed to tell a story? Do you even truly know what a story is? While many marketing presentations emphasize the value of mythic storytelling, the nuts and bolts of actually constructing a story are never explored.
The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity.
There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
• Rhetoric – The art of effective communication
• The Socratic Method – You cannot teach, but you can persuade people to learn
• Plato’s Cave – You sell products, but you market ideas
• Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories
This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfSimpleMoneyMaker
Discover the power of affiliate marketing with ChatGPT! This comprehensive guide takes you through the process of starting and scaling your affiliate marketing business using the latest AI technology. Learn how to leverage ChatGPT to generate content ideas, create engaging articles, and connect with your audience through personalized interactions. From building your strategy and optimizing conversions to analyzing performance and staying updated with industry trends, this eBook provides everything you need to know to succeed in affiliate marketing. Whether you're a beginner looking to start your online business or an experienced marketer wanting to take your efforts to the next level, this guide is your roadmap to success in the world of affiliate marketing.
E-Learning Vs Traditional Learning_ Benefits and Differences.pdfMega P
E-learning and traditional learning are two distinct approaches to education, each offering unique advantages and facing specific challenges. E-learning provides flexibility and convenience, allowing students to access materials and complete assignments at their own pace and schedule. Traditional learning fosters direct, face-to-face interaction between students and instructors, which can enhance communication, immediate feedback, and a sense of community.
If you’re at all interested in digital
marketing and in making a name for
your brand online, then it is crucial that
you understand how to properly make
use of content marketing. Content
marketing is currently one of the
biggest trends in digital marketing as a
whole and is an area that many website owners and brands are investing in
heavily right now thanks to the impressive returns that they are seeing.
Content Marketing Blueprint For Content Strategy, content creation, content d...
True bounce rate by marcos richardson
1. / COVARIO® / WHITEPAPER
True Bounce Rate
De-duping bounce rate to gain a more accurate
benchmark of website visitor levels
By Marcos Richardson
2. What is bounce rate?
Bounce rate is a term and metric used within Web
analytics systems; it is the measurement of visitors
who enter a Web page and “bounce,” or leave, the
page without continuing to view other pages within
the website. The bounce rate is usually measured as
a percentage rather than an absolute value.
What is this white paper addressing?
This white paper will discuss and provide a remedy for creating a website’s
“true bounce rate” in relation to one IT-related accessibility factor: page
load speed.
It’s important to filter short clicks from bounce rate reports to get a more
accurate bounce rate figure because short clicks help identify technical
issues that inflate bounce rates, which may equate to a potential loss of
traffic and revenue. We will offer published research on whether bounce
rate, or associated page load speed, affects user behavior in terms of traffic
volumes and conversions.
A bounce may be registered for several user actions; this paper addresses
clicking the back button (short click) to address the leading accessibility
factor, page load speed. Please see Appendix 1.0 for the full list of bounce
rate identifiers.
The remedy is a bounce rate measurement of the percentage of searchers
who enter a website on a given page, but then leave without viewing another
page “within a humanly possible time frame.”
The calculation is Bounce Rate Equals Total Number of Visits Viewing
One Page Divided by Total Number of Visits Greater Than or Equal to the
Average Variable Page Load Speed.
This calculation can be applied within all leading analytics packages such as
Unica, Omniture, Webtrends and Google Analytics.
The calculation is Bounce Rate Equals Total Number
of Visits Viewing One Page Divided by Total Number
of Visits
2
Helping online marketers and search experts
Bounce rate is widely acknowledged in the online marketing industry.
The global average published by Google is 47 percent. (Source: Google
Analytics Benchmarking Newsletter. 2011, Volume 1, July 2011)
A high conversion rate is the result of a low bounce rate, and conversion is
what brings in customers and leads. The goal is to convert as many visitors
as possible and bring down the bounce rate, increasing the likelihood of
repeat business from landing page visitors.
Bounce rates are important for SEO services as a signal that the webpage
may have some problems and therefore may need to undergo a website
audit to improve its optimization and ultimately increase its ranking in
search engines.
Accessibility is one of the key areas that make up the full SEO spectrum
(authority, relevance and accessibility). SEO experts spend considerable
time staying up to date with the search engine algorithms to apply methods
for better crawalability and indexing. One core service is an SEO technical
audit and this typically provides a list of page load issues, such as timed out
requests (408 and 500s), along with the affected pages.
Consumers and businesses alike now expect only the best digital experience
or else they will quickly move on.
The new bounce rate method has been advocated by Google in their
recent Google Analytics update on July 25, 2012 that codes load time into a
webpage to show adjusted bounce rate. (Source: http://analytics.blogspot.
co.uk/2012/07/tracking-adjusted-bounce-rate-in-google.html)
Why is this important to marketers?
Bounce rate is an underused metric and can really help define whether
a page is successful in terms of targeting from a search campaign (organic
and paid) as well as other promotional techniques that drive direct or referral traffic, such as display and print. Extreme high bounce is immediately
noticed; if one sees a bounce rate of more than 90 percent, we are drawn to
it quickly and this starts the process of analyzing why the bounce is so high.
After placing a substantial part of their advertising in SEO and PPC, executives and marketing teams are tracking website traffic metrics to evaluate
the ROI of that online marketing investment. Bounce rate is one metric that
shows slippage and can equate to a substantial loss of potential sales.
It is within the budget holder’s interest, after having spent time and money
preparing the page, targeting an audience and implementing paid or organic
keywords. If they see a 90 percent bounce, then time and money has been
misplaced. The marketers should care because if they are failing, they need
3
3. to look at their targeting and implementation methods. Therefore, an accurate measure of bounce rate is important for decision making and measuring
the campaign’s success.
“The Google experiments demonstrated that slowing down the search
results page by 100 to 400 milliseconds has a measurable impact on the
number of searches per user, there are 0.2 percent to 0.6 percent fewer
searches for changes under half a second!”
Do bounce rates affect search results?
This daily impact of 0.5 percent is of real consequence at the scale of Google
Web search and most Internet sites.
YES
In April 2010 Google announced that page load speed matters and is taken
into consideration in the SERPs results.
Currently on Google webmaster central blog...
“We encourage you to start looking at your site’s speed — not only to
improve your ranking in search engines, but also to improve everyone’s
experience on the Internet.”
Posted by Amit Singhal, Google Fellow and Matt Cutts, Principal Engineer,
Google Search Quality Team. (Source: http://googlewebmastercentral.
blogspot.co.uk/2010/04/using-site-speed-in-web-search-ranking.html)
If search engines are listing pages with high bounce in high positions, then
they are not giving the searcher what they are looking for.
However, arguably, search engines are not “strictly” using bounce rate as a
quality scoring and ranking factor in the fullest sense of the meaning of bounce
rate (Close the browser [window/tab], Type a new URL, Session Times Out,
Clicks on a link that brings the user to an external site [see Appending *1]). Yet
evidence points toward the tracking of the back button click action, coined
as the “short click” directly associated with poor performing sites in terms of
accessibility in which page load speed is a prime factor.
Bing found that a two-second slowdown changed queries/user by -1.8
percent and revenue/user by -4.3 percent
AOL Executive Speed Report computed the average load time across
pages viewed for each visit (sending load time of the page back on clicks)
concluded visits experiencing the fastest load times delivered the most page
views per visit.
“Another Google experiment increased the number of search results per
page from 10 to 30, with a corresponding increase in page load times from
400 milliseconds to 900 milliseconds. This resulted in a 25 percent drop off in
first result page searches.” (Source: http://assets.en.oreilly.com/1/event/29/
Keynote%20Presentation%202.pdf)
“Shopzilla performed a year-long performance redesign resulting in a fivesecond speed up (from approximately seven seconds to approximately two
seconds). This resulted in a 25 percent increase in page views, a 7 – 12
percent increase in revenue, and a 50 percent reduction in hardware.”
(Source
http://blip.tv/oreilly-velocity-conference/velocity-09-philip-dixonshopzilla-s-site-redo-you-get-what-you-measure-2305633)
“The conversion rate increases 74 percent when page load time decreases
from eight to two seconds.” (Source: Gomez.com real user monitoring data
from search transactions involving 33 major retailers, and 3 million page views)
How to implement the true bounce rate calculation
Accurately Measure Bounce Rate [Implementation Case study]
[First Hand Research by Marcos Richardson: Conveyed and Accepted by
Google UK Executives at Google London HQ 2012]
In the following case study we concentrate on only one factor that influences
bounce rate, namely, page load speed. The case study is based on Google
Analytics.
Bounce rate calculation
A bounce occurs when a website visitor only views a single page on a
website. This is the calculation.
Bounce Rate Equals Total Number of Visits Viewing One Page Divided by
Total Number of Visits
Do
bounce rates or associated page load speed affect traffic
results and conversions?
YES
Google performed an experiment on searches against a two-second change
in site speed...
4
Where
Rb = Bounce rate
Advanced segmentation to calculate more accurate bounce rate,
eliminating short clicks
It is important to breakdown the factors on a website that could attribute to
a bounce rate within your reporting efforts, such as external links, and apply
link tracking and remove that traffic from your bounce rate. This particular
method is the first step that should be taken to create a true bounce rate for
your Web pages from an accessibility page load perspective.
Within this case study a search for “Brand Name prices” has the greatest
probable conversion ratio due to the combined descriptive and branded
element, and the user intent for the specific request on prices. For this
reason, we are furnishing examples of advanced optimization techniques
around this key phrase.
Step 1
First, look at the page to be analyzed and ascertain its loading time (page
load speed).
There are many tools available to measure page load. Here are a few of the
best...
PageSpeed,
YSlow,
WebPagetest.
Webmaster Tools with www.getfirebug.com
Pingdom
It is important to understand the page load information and configure the
output for an accurate reflection of a real user’s online experience. Page
load measurement will measure many aspects of load, for example packets
of information broken down into images, execution files like flash or coding,
such technical elements as frames, and visual aspects like background and
foreground embedded images. Much of this information can be zipped and
released -- hidden within the browsing session. What one should look for is
the actual page rendering speed that the user will see and experience.
Tv = Total number of visits viewing one page only
Te = Total entries to page
5
4. For landing page “Brand Name prices” (We apply variable time and date
testing to determine an accurate load time for the landing page in question.)
Step 2
Now, empowered with the knowledge that it would be humanly impossible
to enter the website from this landing page and click-through to any other
section of the website via this landing page within 4.2 seconds, create an
advanced segment that calculates a visit which occurred in equal to or less
than 3 seconds. (Note: For some enterprise analytics systems, you may need
to ask for a custom segment to be set up)
Step 3
This is the resulting output, which clearly shows that the landing page
received 5,873 visits from the keyword phrase “Brand Name prices.” Of
these visits, 1,126 were too quick to be considered a definitive click-through
with decisions or other on-page actions possible. Therefore, the bounce rate
has a benchmark baseline of 19 percent for short clicks for the key phrase
“Brand Name prices” on this landing page.
Measure bounce rate of natural and paid keywords.
We want to optimize this page based on searches from the keyword phrase
“Brand Name prices,” so we apply a filter as per the example below (Using
advanced segments in Google Analytics)
After presenting this data to the client, the “Brand Name prices” landing page
was seen as successful so they decided to continue with the Brand Name
prices campaign and reinvested in PPC and SEO.
Actionable insights
Obviously, a small positive shift in percentile click-through rate against a high
volume keyword/phrase will have a greater impact in terms of traffic conversion than the same percentile change in a lower volume keyword/phrase.
Thus, take a top-down approach to optimizing and measuring landing pages
from keywords that have driven traffic to the website.
This method proves to be a good way to gauge bots, suboptimal analytics setup, click fraud, and back button (short click). Below, the stated
bounce rate for the website is 60.17 percent. We estimate it to be closer to
40 percent.
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Our true bounce rate logic can be implemented on all major analytics packages; however, customization may be required.
If you are already aware of slow page speed loading times, this method
can be applied as a fast test on defined pages. A longer-term solution is to
implement the new Google Adjusted bounce rate code on page. The “setTimeout” function can be set up to the desired delay in accordance to page
load speed.
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5. The results are equivalent...
It is in everyone’s interest – the company, the searcher and the search
engine – to ensure that Web pages load quickly and bounce rates are kept
to a minimum.
It is Covario’s pleasure to share our bounce rate formula with you...
Bounce Rate Equals Total Number of Visits Viewing One Page Divided Total
Number of Visits Greater Than or Equal to the Average Variable Page Load
Speed.
Rb = Bounce rate
Tv = Total number of visits viewing one page only
Te = Total entries to page
Ps = Average Variable Page Load Speed
http://en.wikipedia.org/wiki/Bounce_rate
The bounce rate, which was nearly 80 percent, comes down to 14 percent.
(Source: http://www.quickonlinetips.com/archives/2012/08/google-analyticsadjusted-bounce-rate/)
An analysis of navigation by funnel reporting to encompass dropout rates,
exit pages and pre-exit pages should be conducted and compared to
the bounce rate. Segmentation for deeper analysis can include the type of
visitor (new or repeat) and source of the visit (campaign and country) against
each page.
Conclusion
There is a clear need to reduce bounce rate as companies are paying search
engines for the entire click-though. If your company or brand is not getting
adequate traffic from paid search and your site visitor’s bounce, or leave
immediately, then it is obviously not a good return on ad spending.
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It is understandable that a company’s website bounce rate is accepted
as standard; and in many cases, due to disbelief of its accuracy; it is not
a metric relied upon for big decisions. However, a website is a portal for
measuring marketing and creative success in terms of visitor numbers and
actions. Time and money have already been spent on getting people to your
website, so it makes sense to look a little more closely at the people who
finally arrived but turned away.
Your company can now report a more accurate bounce rate to digital stakeholders on an ongoing and campaign basis. Whereas a campaign may have
been deemed a failure in the past due to high bounce, the bounce rate can
now show a more accurate picture and thus investment in continuing or
launching a similar campaign may be more justifiable.
Creating a more accurate benchmark from a page speed perspective as
a starting point allows for a good baseline to work from when preparing
to put investment into UX, creative design, marketing targeting and conversion analysis.
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6. Appendix 1.0
It is important to breakdown the factors on a company website that could
attribute to a bounce rate within the reporting effort, such as external links,
and apply link tracking and remove that traffic from the bounce rate.
*1. Bounce rate is difficult to measure accurately.
A bounce may be registered for several user actions
• Click the back button (short click) [what this paper addresses]
• Close the browser (window/tab)
• Type a new URL
• o nothing (session times out after 30 minutes or for when you have set
D
your session cookies)
• licks on a link that brings the user to an external site (possibly a partner
C
link or another internal company domain).
- ccount login that requires secure authentication and is on a sepaA
rate domain.
Search engines create, deploy and advocate site speed tools
Site speed tools have been advocated by search engines for a long time
with the release of the firebug plug-in in Webmaster tools and PageSpeed,
YSlow,WebPagetest. Plus, there’s a site performance lab among the other
Webmaster Tools and at code.google.com/speed.
The SPDY protocol is a replacement for HTTP that can speed up the
load times for Web pages. Just like on desktops, SPDY speeds up mobile
browser performance.
On March 24, 2012, Google executive Mustafa M. Tikir announced that
Google released a new Site Speed report, providing a view of essential information for measuring your site’s page loading metrics: Avg. Page Load
Time by Browser, Country/Territory and Page. Google notes that it has also
updated the Intelligence Reports to include average site load times and all
Page Timings metrics.
of any hit, event or user interaction. (Source: http://www.webpronews.com/
google-analytics-gets-new-site-speed-report-user-timings-2012-04)
The following elements can be analyzed and implemented to help with page
load speed for server optimization...
On June 13, 2012, Google released a new version of PageSpeed Insights in
its Chrome extension that analyzes site performance. Libo Song and Bryan
McQuade of Google’s PageSpeed Insights Team wrote in a joint blog post,
“PageSpeed Insights for Chrome is a Developer Tools extension that analyzes all aspects of the page load, including resources, network, DOM and
the timeline.”
Decrease the white space by eliminating excess spaces
And http://code.google.com/p/namebench/ hunts down the fastest DNS
servers available for your computer to use.
Remove unused CSS
Server optimization for website loading speed
Many key terms have large volumes of traffic associated to them, and if your
business holds top positions organically or pays for these terms, the company’s website needs to be in a position to accept the traffic volumes without
slowing to a halt.
The first thing companies need to ensure is that server capacity and speed
can handle volume queries and seamlessly serve content, images and page
load elements.
Consider using a caching service like Akami
Use efficient CSS selectors
Minimize cookie size
Serve static content from cookieless domain
Combine external CSS
Minify JavaScript
Combine external JavaScript
Parallelize downloads across host names
Optimize order of styles and scripts
Optimize Images
Perform mutlivariate or A/B split testing on landing pages
Defer loading of JavaScript
References
http://analytics.blogspot.co.uk/2012/07/tracking-adjusted-bounce-rate-ingoogle.html
http://www.quickonlinetips.com/archives/2012/08/google-analytics-adjusted-bounce-rate/
http://www.the-best-web-hosting-service.com/blog/2012/06/website-speedand-serp-rankings/
http://www.distilled.net/blog/seo/site-speed-for-dummies-part1/
http://www.retailtouchpoints.com/cross-channel-strategies/885-the-growing-need-for-speed-how-site-performance-increasingly-influences-searchrankings
http://searchenginewatch.com/article/2064113/Case-Study-Impact-ofCode-Cleanup-on-Site-Traffic
http://www.seomoz.org/ugc/13-questions-and-answers-about-google-sitespeed-and-seo
Minimize redirects
http://googlewebmastercentral.blogspot.co.uk/2010/04/using-site-speedin-web-search-ranking.html
Avoid CSS expressions
http://radar.oreilly.com/2009/07/velocity-making-your-site-fast.html
Serve resources from consistent URL
Minimize DNS lookup
Put CSS in the document head
Specify image dimensions
Leverage proxy caching
Enable gzip compression
http://assets.en.oreilly.com/1/event/29/The%20Secret%20Weapons%20
of%20the%20AOL%20Optimization%20Team%20Presentation.pdf
http://googleresearch.blogspot.co.uk/2009/06/speed-matters.html
http://assets.en.oreilly.com/1/event/29/Keynote%20Presentation%202.pdf
http://blip.tv/oreilly-velocity-conference/velocity-09-philip-dixon-shopzilla-ssite-redo-you-get-what-you-measure-2305633
On April 24, 2012, Google released an update to its analytics suite – a new
site speed report for Google Analytics is called User Timings. The report lets
users track custom timings, and shows the execution speed or load time
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