Monday, March 17, 2008

Bouncy, bounce, bounce ... a measure that gives you thumbs up, thumbs down

"I came
I puked
I left."

No, this is not a bad restaurant review. But the reaction of a visitor to a Web site with high bounce rates, Google's Web site analytics evangelist, Avinash Kaushik, told today's Search Engine Strategies Conference in New York.

If you don't know whether visitors love or hate your site, take a look at the bounce rate. Avinash says bounce rate will tell you in a flash whether your visitors love you, hate you or couldn't care less. Speaking today, he said: "I love this metric, I could marry it," he said.

This is a man who loves his work.

And why does he love the bounce rate best of all? "It's a measure of what sucks" and it tells you quickly what's not working.

So what is a good bounce rate? The higher the bounce, the less time visitors stick on your site. Avinash said the lowest he'd heard of was 12% from an adult video site. As he said, " What's not to like?" Then someone in the audience mentioned his site's 4% bounce rate. Avinash implied he should be very happy with that result.

What is a good bounce rate? It depends on the industry. Avinash says Google is about to release a new analytical tool that will let companies compare their results, including bounce rates, with others in the same sector. It should be released sometime in the next couple of days. We will keep you posted.

You can hear Avinash talk here about the resurgence in interest in Web analytics and why his session was packed. Two reasons why: Google analytics is free and mistakes on the Web are costly:

You can get a round up of stories from the SES conference too.

By the way, Avinash is the same person who talked about Google's testing in the toilet.

Posted by Internet Marketing Report Online editor Julie Power Monday March 17 2008 on a cold St Patrick's Day in New York.


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