![]() Standard bounce rate (in Google Analytics) has nothing to do with time on site or how quickly a user leaves the site, so if you’re judging the success of your site on a high bounce rate, you’re missing key information about how users are actually interacting. It simply states how often site visits stay on the same page from their initial entry. I often see bounce rates that range from 25% - 65% across different industries.Īn abnormally high bounce rate is generally a warning that people are leaving your site, and aren’t willing to stick around to explore the rest of your website.īounce rate is often unfairly flagged as a ‘bad’ metric, but it’s not inherently good or bad. 50% is an industry indicator, but this number should always be taken into consideration with other metrics, the nature of your business and industry. This will honestly depend, as there’s no hard and fast rule. However, bounce rate is very dependent on the site, and unreliable on its own, and must be used alongside other engagement metrics such as average session duration and pages per visit. ![]() The percentage of single-page site visits.Īt the site level, bounce rate is useful as a general signal of user engagement and the state of content quality, and helps to identify when problems exist on your site. The best measurement of success when it comes to traffic is a year over year performance comparison and growth progression. Additionally, although I do recommend monitoring your month over month traffic performance to look for trends and changes, this isn’t an accurate measure of success due to seasonal traffic fluctuations and other factors. For a general benchmark, you can find comparisons in the benchmarking report in Google Analytics.Īt a general site level, there’s very little value in measuring / pursuing goals in overall site traffic without context from traffic channels and location (if you’re a regionally based business). Although I don’t recommend setting goals based on traffic, it is important to know healthy ranges to expect and how you stack up to other similar sites in your industry and region. Your goal shouldn’t be to grow the number of visits simply for the sake of growth or based on arbitrary numbers, but to grow a dedicated audience that supports your digital business goals. When setting your blog or website traffic goals, start by asking yourself why you want to grow your traffic to begin with and what you intend to do for that audience. Your only goal should be to do better than you did this time last year. ![]() Site goals based on a number or range of visits should not be used as an indication of success. Unfortunately, there isn’t a magic number or range for website visits. How Much Traffic Should Your Website Get? You spend all this time figuring out how to get traffic to your website, but the key is to make sure it’s the right traffic. It’s helpful at gauging how well your marketing efforts are working, and helps to give a great overall snapshot of site performance. Traffic, specifically number of visits, is a fundamental measurement of site reach and growth. Most often referencing the number of visits (sessions) to your site. The number of visits and visitors to your website, reported as sessions and users. For meaningful analytics, segmentation is necessary, and I encourage you to view the following metrics by traffic source. Please note, average based metrics can be very dangerous. ![]() There are many other metrics that you should be using for in-depth analysis, but for now I recommend starting with these for evaluating initial site performance. Sure, there’s lots of information, but is all of it meaningful? And how can you tell if your website is successful? In this post, I’ve outlined 7 universal key performance indicators, their benchmarks, and how to use them to turn your analytics reports into an analytics story you can attribute meaningful and actionable information to. If you have a Google Analytics account or web metric reporting of any kind, you probably know how easy it is to feel overwhelmed by all the data provided.
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