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by paraschopra
6074 days ago
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>However, it is not the case that if you have a high bounce rate, you will inevitably have a low conversion rate I would say the best way to calculate conversion rate is after you exclude bounced visitors. Bounce rate tells what percent of people found your website wasn't what they were looking for. Conversion rates should tell, how good job am I doing in convincing the visitor, if the visitor chooses to spend time on the website and hence showing interest. These two metrics are related and but not as tightly. And of course website can (and should) be optimized separately for both of these metrics. EDITED for clarification: Just to summarize, following is a pretty good way of seeing things: CONVERSION RATE = (Total # of non-bounced visitors who completed goal) / (Total # of non-bounced visitors) For all practical purposes, we should exclude bounced visitors from analysis as it just creates noise. Bounced visitors are the ones who got to your site because of chance and you should separate them from the visitors who came to your site with full interest. |
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First, you assume to know why visitors bounce (the "website wasn't what they were looking for"). That's quite a jump since bounce rates are about behaviour, not the causes leading to that behaviour.
For example, let's say I'm a bad writer and designer. My page may be absolutely the one a visitor was looking for, but due to my bad writing and design, the visitor thinks it's the wrong one. People scan web pages, they don't read them.
As another example, let's say I'm shopping for a new mobile and your page sells mobiles. I may bounce not because I'm one the wrong page, but because your price is easy to find and it's completely over-the-top in my opinion.
Second, there's also the problem of defining and measuring bounces.
Third, the conversion rate is, to some degree, a relative measure. Any number, say 10%, is meaningless unless you have an idea what's usual (for webpages similar to yours). Therefore, it doesn't matter what base it uses as long as everybody uses the same base.
Overall, I believe bounce rates are rather useless compared to other measures.