The Bounce Rate is probably one of the most used metrics in web analysis. But it’s also one of the most misused and misunderstood metrics. Much too often, analysts simply look for high bounce rates on specific landing pages, and recommend changes or even deletion of those pages - based solely on their bounce rate. While bounce rates can tell us a lot about page performance, it’s - as always with digital analytics - much more complicated than that. Read more →
I am constantly surprised annoyed about how short sighted many sales and marketing people are thinking about ecommerce and online performance. In many organisations, it’s not that big a surprise. People in sales and marketing are very often measured by short term goals. So they are naturally using their weekly or monthly sales reports.
But once in a while, it can be a real eye-opener to take a step back and look at the bigger picture. Read more →