basic web analytics: time on site and bounce rate
DESCRIPTION
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.TRANSCRIPT
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Using Google Analytics May 29, 2009
Basic Web Analytics:Time on Site, Bounce Rate
Laura Lee S. DooleyOnline Engagement StrategistWorld Resources Institute (www.wri.org)twitter.com/[email protected]
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Using Google Analytics May 29, 2009
Metric #3: Average Time
The average amount of time visitors spent
viewing this set of pages or page
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Using Google Analytics May 29, 2009
Scorecard metrics
Google.com =8.4 min/day
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Using Google Analytics May 29, 2009
Time on Site Computation for Tabbed BrowsingAvinash Kaushik
Page 4Page 4(1 min)(1 min)
Page 2Page 2(4 min)(4 min)
Page 3Page 3(2 min)(2 min)
Page 5Page 5(0 min)(0 min)
HomeHome(1 min)(1 min) > > > >
Exit
10:0710:0510:0210:01
Enter - 10:00
One session, visit “reorganized” by time stamps1 Visit, 1 Unique Visitor, 7 minutes
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Using Google Analytics May 29, 2009
Metric # 4: Bounce Rate
% of single-page visits or visits in which the person left your site from the entrance
(landing) page
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Using Google Analytics May 29, 2009
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.
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Using Google Analytics May 29, 2009
Previous Page
Current Page
Next Page
Bounce Rate = 100%Exits = 60%
Bounce rate v. exits
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Using Google Analytics May 29, 2009
Previous Page
Current Page
Next Page
Bounce Rate = 80%Exits = 70%
Bounce rate v. exits
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Using Google Analytics May 29, 2009
Previous Page
Current Page
Next Page
Bounce Rate = 20%Exits = 40%
Bounce rate v. exits
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Using Google Analytics May 29, 2009
Scorecard metrics
40-60%
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Using Google Analytics May 29, 2009
How did the visitor come to your page?
Why did they exit?
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Using Google Analytics May 29, 2009
Bounce Rate Metrics
• Site average
• Top content, landing pages
• Referring sites
• Search keywords
• Adwords, Campaigns
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Using Google Analytics May 29, 2009
Site average v. landing pages
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Using Google Analytics May 29, 2009
Top content, landing pages
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Using Google Analytics May 29, 2009
Referring sites: Highest bounce rate
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Using Google Analytics May 29, 2009
Referring sites: Landing pages
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Using Google Analytics May 29, 2009
Search keywords
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Using Google Analytics May 29, 2009
Adwords
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Using Google Analytics May 29, 2009
Adwords
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Using Google Analytics May 29, 2009
Site Overlay
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Using Google Analytics May 29, 2009
Recommendations for lower bounce rates
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Using Google Analytics May 29, 2009
bounce rate is very
much influencedby what is
visible to the visitor
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Using Google Analytics May 29, 2009
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)
Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Using Google Analytics May 29, 2009