Advertising Continue reading below This is why it is important to have goals. Ultimately, marketing objectives give us context for the metrics we use to measure content. Rebound rate What is a bounce rate? The percentage we call a bounce rate is the number of people leaving your website after landing on a page, whether it's the main page or a deep page with an old blog post. A 70% bounce rate means that 70% of people who landed on that page left the website after reading it, without browsing other pages. The question remains. Is a high bounce rate always a bad thing? The truth is, like any other metric, it depends on the context. A high bounce rate is usually not a good sign, but the purpose of the page is important. If your goal is ultimately to drive readers to that page, then a high bounce rate doesn't matter as much.
Bounce Rate - Analytics Screenshot fax list of a Google Analytics account However, if you want people to skim through your content, you can identify the pages with the highest bounce rates in your Google Analytics account and start optimizing them. Before you actually start optimizing, take a look at the posts with the lowest bounce rate – to see what works and identify a strategy. Average time on page The conversation about what bounce rates imply in your content marketing strategy can be time consuming. Average time on page is a metric that helps put this stat in context. Average time on page - Google Analytics Screenshot of a Google Analytics account In this case, assuming the bounce rate is high (which here - as we've established - isn't necessarily a bad thing), what's ultimately relevant is the amount of time readers spent average on the page.
Advertising Continue reading below If your main goal is to educate my readers about a topic, you might want to focus on getting them to spend more time on that specific page instead of aimlessly skimming through your website content. In this example, time on page is the difference between readers who landed on the page just to notice that nothing was useful and spent a lot of time reading. (not just to browse ) there. After comparing the time spent on a page with the website average, you can take a look at the total number of views. For example, for the example above, the average time on top performing content is around 26 minutes, which is a lot compared to the average two minutes spent on the website.