Tuesday, March 11, 2014

Bounce or Unbounce on a Product Resource Centers?

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What is Bounce Rate?

Bounce rate (sometimes confused with exit rate)[1] is an Internet marketing term used in web traffic analysis. It represents the percentage of visitors who enter the site and "bounce" (leave the site) rather than continue viewing other pages within the same site.
- Source - WikiPedia          

While going through our recently launched Screen-Magic Website and Resource Center , Analyzing the bounce rate got me wondering about the infering the result from reduced bounce rate on our Resource Center.

Let me explain the confusion, Product Resource centers are designed to help users to 
  1. Know more about the product
  2. Help them solving issues
  3. Help them finding out How to use particular feature

Low Bounce rates can be indicative of people staying on your site and not exiting, which may mean
1) People are curious and reading through pages (which is good)
2) People may be just browsing as they are not finding what they want in first go.

Similarly High bounce rates can be indicative of
1) People are finding content interesting and exiting
2) People are finding what they want easily and exiting.

So whether, rate is high or low, you can not infer anything just seeing the bounce rates, You might need to take into consideration some other factor to draw a correct conclusion, which may be
1) People are asking more or less question about things already present in your resource center.
2) You can provide some way like comments, like to let user give feedback easily about particular content.
3) You can analyze search terms used on your resource center.

This way you can optimize your product resource center serve you and your customers in better way, increases happiness index and customer life cycle and your toplines.

If you have any other ways to interpret bounce rates, please feel free to comment.