Every serious blog should use Google Analytics. I will write more about how to read statistics later, today however I want to explain one thing you need to focus on to have a successful blog; The Bounce Rate.
Define Bounce Rate
Bounce Rate is the amount of people that visit ONE page on your site and disappear in thin air. They did not find what they were looking for, or they did not find your blog interesting enough to bother staying around.
What is a good bounce rate?
There is no good answer here. There is a lot of blogs claiming that less than 40 % is good, yes that is good, but it is all about what kind of site you have. The main purpose is to be aware of this factor, as we are in this game for progress. If you have a bounce rate at 80 % you might want to set a goal to get it down to 60 %?
The strategy Factor
The bounce rate is also determined by your marketing strategy. Depending on how you are attracting your customers, you bounce rate will be influenced. Some marketing strategies attract thousands of potential readers/customers like fishing. While some are more targeted, like going to the fish market.
The Content Factor
If you have a blog, you might get a lot of readers that have been reading your blog for a while, these readers will return only to read new blog posts at most. These readers are loyal readers, but they might bounce after reading your article.
If you are offering a service or if you are hoping your readers should take some action you might want to have a lower bounce rate, as this is indicating that they are willing to do the action you want them to.
The New vs. Returning Reader Factor
If you have 25 % returning visitors and 75 % new visitors, your blog might either grow fast or not catch the eye of the reader and be exciting enough to return. What you want is to get your reader to subscribe. If you have a high bounce rate among the new visitors you need to produce more interesting content or review your strategy to attract the new reader.
The Keyword Factor
If you are accidently writing a blog post about let’s say cars. And Disney Pixar launch a new move about cars, you might get a lot of hits looking for Cars the movie. These visitors will bounce fast.
Bounce Summary
As you probably understand there is no correct answer on what is a good bounce rate. It might be anything from 20% to 60 % depending on a lot of different factors. What is important is to know what this is and the meaning of it, analyze it, and do figure out what actions to take next.
I am currently doing a bounce experiment on my other blog: Never Mind the Manager. (If you do visit it, take a look around and do not bounce) – There is a high bounce rate about 75 % at that blog, and I am taking action to get it down to 60 % or less during my next 10 blog posts. This requires some planning. 1. Get visitors to visit internal pages. 2. Provide some info on what to do next. I have some other tricks as well, but I will save them for later.
What to do next?
Why don’t you read 10 things your blog needs? You might get some other good hints as well. And you will help me to keep my bounce rate low.
I have just updated http://www.nevermindthemanager.com/2010/04/dealing-with-micromanagement/ as a part of my bounce project. This is the top landing page at my leadership blog because of google search. I am trying to do two things. 1) Get listed above page 4 when searching for micromanagement
2) Reduce the bounce rate from 84.68% to less than 70 %.
The update is changing the format. I re-arranged some text. I made headlines and made it easier to read. I added some new text and I made a teaser at the end.
Take a look and see for yourself.