In my viewpoint, content marketing’s most misinterpreted metric is bounce rate. As Contently’s supervisor of distribution services, it’s an information point I handle every day. Time after time, customers pertain to me with the exact same uncomfortable question.”Our engagement metrics look fantastic,” they say, “but our bounce rate is so high. Isn’t that bad?”
Google Analytics specifies bounce rate as the variety of”single-page sessions divided by the number of overall sessions.” In other words, it’s the portion of all sessions on a website when a user leaves after seeing a singular page.A bounce occurs in a handful of common scenarios: when a user clicks the back button, browses to a brand-new URL, or closes the internet browser. The only time a bounce does not occur is when a user clicks through to a second page on the domain.So how does
this knowledge impact online marketers? When preparing a paid circulation project, among the first considerations I discuss with a client is the objective. Bounce rate can be an essential indicator of success. It does not have to be. It ultimately depends how a brand name wants to specify success.If the goal of the project is to move the users through the funnel and drive leads, a high bounce rate might be cause for concern. If the goal is to drive more top-of-funnel awareness and engagement, however, then a high bounce rate might not mean much.Brand Awareness
vs. Conversion Take a thought leadership
post. A visitor could come to the site, checked out the entire short article, and leave. Despite the fact that this session would have a high surface rate, the session would have a bounce rate of One Hundred Percent. That’s just what takes place when you have a binary metric. You either bounce or you do not. To add implying to brand name awareness campaigns, Outbrain suggests modifying the bounce rate criterion in Google Analytics. By including a little code to your site, you can ensure that a bounce just signs up if a user spends a specific quantity of time on that page( say, 15 seconds ). This modification assists identify a real bounce, where a user right away leaves a page within a few seconds, from an engaged session, in which a user eventually navigates away after offering you some attention.Now, let’s say the goal of the project is to generate subscriptions for a weekly newsletter. A high bounce rate might suggest that users aren’t transforming. In this circumstance, that would be trigger for concern. Even then, you can make some tweaks to get a more accurate reading on how bounce rate affects your brand.Social channels and content discovery platforms normally use users a possibility to specify the “conversion window,” which sets the number of days after the initial
click you utilize to track your audience. If you extend the window, you might end up with a greater conversion rate while the bounce rate would remain the same.Bounce rate can be an important sign of success. But it doesn’t have to be.All online marketers want a user to read one post and immediately convert. That hardly ever happens. More frequently than not,
brand names need to develop trust with their audience and nurture them along. By mapping material and KPIs to each phase of the funnel, marketers can eventually use content circulation tactically to compel the ideal actions from the right users at the right time.Keeping this in mind, bounce rate handles various levels of significance depending on the stage of the funnel. In the discovery phase, a high bounce rate is a lot more typical as readers are checking out and maintaining new info. As readers approach the decision making phase, however, a high bounce rate starts to show that users are thinking about other choices (and perhaps picking them.)At this stage of the funnel, you will have to adjust and optimize.A few months ago, I was working on a brand circulation project for a financing client. This company had a very particular audience profile and wished to pursue sophisticated targeting to strike traffic and engagement KPIs. At the start of the campaign, we saw a low clickthrough rate, which informed me that we were reaching the audience too far along in the decision-making process. What alarmed the client, however, wasn’t the bad engagement metrics; it was the high bounce rate.We accepted open up the targeting to reach a wide audience. As anticipated, the engagement metrics skyrocketed. The campaign reached users at the beginning of the discovery stage. The bounce rate didn’t alter at all.By looking at the information, the customer pertained to comprehend the relationship in between content distribution and bounce rate. They were happy that the modifications had actually helped increase brand awareness.
Now armed with the experience and expertise, there was one lastly takeaway that ought to assist them for many years to come: They had the ability to discern when bounce rate really matters.Image by iStockphoto