I've never been a huge fan of a utilizing bounce rate as a key performance indicator of your site's overall performance. Bounce rate can vary significantly from one business to the next based on their search engine optimization and ranking. If you rank for relevant terms, you'll most likely have a low bounce rate. If you rank for some irrelevant ones, your bounce rate can skyrocket.
Our agency once worked with an online publisher who made all of his money with ads and he was worried about his bounce rate. However, bounces often meant that people were clicking on the ads! Having high bounce rates was in his best interest… that's how he made money. So we implemented logic to measure his external link clicks and confirmed it!
If you are doing business on the web and have Google Analytics setup for your website, it’s very likely that you know the bounce rate for your website. But, do you know anything about how it’s calculated, what your industry’s average bounce rate is or even what factors affect your bounce rate? Inspired by common questions that we’ve heard, this infographic is meant to give you answers and some tips to help you improve your bounce rate. From Kissmetrics.