Overall, from what I am observing, Bounce Rate metric is extremely unappreciated and even unwelcome metric among my brethren web analysts and SEO professionals. To some certain degree this is understandable. I mentioned in the previous blog entry that many web site owners think of Bounce rate as synonym of Exit rate. This means that they are highly sensitive and may blame web analytics guy or an outsourcing company for changes within this metric.
Yet, Bounce Rate comes extremely useful when we try to measure current Internet visitor trends. It is also invaluable when we spent money and try to observe the results. It is great to quickly report to the owner that you reached a lot of conversions for online advertising company. But looking at the Bounce Rate you may find that the worst real results ever. Even if it hurts, don’t throw this metric away. Try to analyze why the campaign has failed.
I see very important correlation between Time on Site metric and Bounce Rate. These two evidently go hand in hand. The connection between these two metrics help me to discover vulnerable spots on clients web sites, suggest the ways to improve landing pages and provide site visitors with the content they were looking for.
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