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Marketing terms – bounce rate

Posted by Michael Bloch in web marketing (Wednesday November 14, 2007 )

You’ve probably heard this term used widely in relation to email, but what does it mean in relation to web site traffic?

A bounce in email marketing lingo is where a message sent to a recipient doesn’t get through to their inbox and is returned for any number of reasons; e.g. full mailbox, recipient’s mail is service down or the recipient no longer exists at that email address.

When it comes to web site traffic metrics, a site bounce rate is an indication of how many people leave your site after viewing a single page. For example, a bounce rate of 50% means that half your visitors proceed no further after the initial page view.

Bounce rates will differ between pages and the site overall and this is an important distinction.

The bounce rate for a page is the number of people who first enter the site on a particular page but don’t explore further, divided by the number of of overall visits that originate with that page.

This becomes a crucial figure when examining the performance of marketing campaign elements such as landing pages. Your site may have an overall low bounce rate, but if it’s high on a special landing page designed to generate sales, leads or subscriptions; then you may have problems and the landing page probably needs tweaking.

For this reason, it’s important to have traffic analytics software or services in place that provides bounce rate figures or campaign tracking features – a good application and understanding of how it works can play a major role in improving your sales.

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2 comments for Marketing terms – bounce rate
  1. Funny, but I was just wondering what this term was yesterday. I signed up for Google Analytics and could pretty much figure out what most of the terms meant in the reports. Saw ‘bounce rate’ and thought, “what the heck is that?” I didn’t have a chance to look it up at the time and forgot about it. Then today, saw your new post on my netvibes feed, nice coincidence.

    I’m relatively new to the web design game (only a year or two) and technical terms of any kind get me mixed up so it’s good when I can find an easy explanation. Thanks for that. :)

    Comment by Karen — November 14, 2007 @ 2:47 pm

  2. Hi Karen, glad you found this item useful :)

    Comment by Michael Bloch — November 15, 2007 @ 3:36 am

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