Even if your job doesn’t make you directly responsible for tracking marketing analytics, it’s still crucial for you to have an understanding of some of the most influential marketing metrics. Metrics determine the health of your online presence and even indicate how well your bottom line is faring.
Below are some of the most important online marketing metrics and how to work with your marketing team to improve them.
When it comes to bounce rate, lower is better. The bounce rate is what percentage of people leave your website after only visiting one page (the one they “landed on” when coming to your site). A lower bounce rate usually means that users are finding what they are looking for when they come onto your website.
For instance, if your internal product page about custom Ford Mustang mufflers is organically ranked in Google results for that term, but the page doesn’t offer “Buy” buttons, a CTA, or instructions for how to purchase, users coming to the page from a search will likely go somewhere else.
According to RocketFuel, most optimized websites have an average bounce rate of 26 to 70 per cent. TechWyse reports that the average bounce rate is 40 to 55 per cent, and great websites have a bounce rate of below 25 per cent.
Rating Bounce Rates for Websites