Basic Web Analytics: Time on Site and Bounce Rate

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Using Google Analytics May 29, 2009

Basic Web Analytics:Time on Site, Bounce Rate

Laura Lee S. DooleyOnline Engagement StrategistWorld Resources Institute (www.wri.org)twitter.com/[email protected]



Metric #3: Average Time

The average amount of time visitors spent

viewing this set of pages or page



Scorecard metrics

Google.com =8.4 min/day



Time on Site Computation for Tabbed BrowsingAvinash Kaushik

Page 4(1 min)(1 min)

Page 2Page 2(4 min)(4 min)



HomeHome(1 min)(1 min) > > > >

Exit

10:0710:0510:0210:01

Enter - 10:00

One session, visit “reorganized” by time stamps1 Visit, 1 Unique Visitor, 7 minutes



Metric # 4: Bounce Rate

% of single-page visits or visits in which the person left your site from the entrance

(landing) page



Attributes of bounce rate

• Really hard to misunderstand = users who land on your site and refused to give you even one single click!

• Available in most web analytics tools, including Google Analytics.

• Quick and easy to use. Helps you identify and make changes in under an hour.



Previous Page

Current Page

Next Page

Bounce Rate = 100%Exits = 60%

Bounce rate v. exits



Previous Page

Current Page

Next Page





Scorecard metrics

40-60%



How did the visitor come to your page?

Why did they exit?



Bounce Rate Metrics

• Site average

• Top content, landing pages

• Referring sites

• Search keywords

• Adwords, Campaigns



Site average v. landing pages

Basic Web Analytics: Time on Site and Bounce Rate

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