Bounce rate is an Internet marketing term
used in web traffic analysis. It represents the percentage of
visitors who enter the site and "bounce" (leave the site) rather
than continue viewing other pages within the same site. This is
important to fashion websites because it is possible that some
search engines utilize the bounce rate in the algorithms that
determine which websites are displayed earlier than others in search
Bounce rate is the percentage of visitors
who come to your website and leave without viewing any other pages
on your website. If you look into your
Google Analytics, you
will see a percentage. If you’re average bounce rate, for example,
is 75%, this means that 75% of the people who come to your website
leave after only viewing the page they entered on, whether it was
your homepage or an internal page.
As per our understanding, the search engines
prefer that a website has a "low" bounce rate. However, as we
will point out below, this may not be a fair metric for
A bounce occurs when a web site visitor only
views a single page on a website, that is, the visitor leaves a site
without visiting any other pages before a specified session-timeout
occurs. There is no industry standard minimum or maximum time
by which a visitor must leave in order for a bounce to occur.
Rather, this is determined by the session timeout of the analytics
tracking software (software such as Google Analytics). It is a
general consensus that bounce rates can be used to help determine
the effectiveness or performance of an entry page at generating
the interest of visitors. An entry page with a low bounce rate means
that the page effectively causes visitors to view more pages and
continue on deeper into the web site. Although this sounds
fine and dandy, doesn't this theory penalize websites that help
direct viewers to other websites? For example, Apparel Search
is a "directory". Our goal is to provide viewers with
information about "other" companies. It is not our goal to
keep you on our website. Our goal is to give you the
information that you are searching for as quickly as possible and
then send you on your way so that you can complete the task you had
While site-wide bounce rate can be a
useful metric for sites with well-defined conversion steps requiring
multiple page views, it may be of questionable
value for sites where visitors are likely to find what they
are looking for on the entry page. This type of behavior is common
on web portals, directories and referential content sites.
At Apparel Search, our goal is to provide
readers with "answers" to their questions as "quickly"
as possible. If a company is looking to find
clothing factories, we want them to find the clothing factory
section quickly. If they know that they need to purchase
t-shirts from a
factory, we want them to find those specific manufacturers in a
timely manner. It is not beneficial to our viewers if they
have to spend time searching many pages to find the information that
they are researching.
In our opinion it is unfashionable for
search engines to suggest to websites that they should achieve a low
bounce rate (have viewers stay on sites longer). If our
viewers find information fast, they will bounce off our website
fast. This is good for our viewers, but gives us a higher
bounce rate which gives a negative signal to search engines.
In other words, if we create a website
that provides with you very quick answers to your questions, you
would naturally not need to spend too much time on the website.
If that is the case, you bounce off the site quickly.
According to Google, "Bounce rate is the
percentage of visits that go only one page before exiting a site.
There are a number of factors that contribute to your bounce rate.
For example, visitors might leave your site from the entrance page
if there are site design or usability issues. Alternatively,
visitors might also leave the site after viewing a single page if
they've found the information they need on that one page, and had no
need or interest in visiting other pages." Learn more about
bounce rate from Google.
Having a low bounce rate is good for some
fashion websites. However, for fashion directories such as
Apparel Search, we don't mind having a high bounce rate because it
means that our viewers have found what they are looking for and have
moved on with their day.
We hope that Google understands this concern
with bounce rates and adjusts their metrics so that directories are
not penalized in their search results.
Written by ML 11/16/2013