Web Analytics With Larissa

Image adapted from Moyers, n.d. Bounce rate is defined as    “single-page visits divided by entry pages” (Burnett, 2022, para. 24). A bounce rate measures the number of people that lands on the page and leave before navigating to another page; this is shown as a percentage rate (Kearney, 2021). These users do not perform any action before exiting the page. Some people do not realize there is a difference between bounce and exit rates since the two are similar.    A bounce rate is the number of single-engagement sessions a site has, whereas an exit rate is the departing of a webpage even if the session did not originate from that landing page. According to SEMrush, a high bounce rate means that the visitors' duration was short, whereas a low bounce rate means the visitors spent time on the page and interacted with available content (Lahey, 2020). Within Google Analytics, a website’s bounce rate can be broken down into multiple reports; this can be broken down by indiv...

     Image adapted from Google Images, 2022             Returning visitors are defined as the number of visitors who visit a site during a reported period after visiting the site prior to the reporting period (Burnett, 2022). In simple terms, this is someone who has visited a site more than once. Returning visitors is one of the metrics that fall under the visitor characterization web metric category. While businesses may be eager to gain new visitors, returning visitors become more engaged and convert at a higher rate (Elliot, 2021). Tracking returning visitor metrics can: ·        Identify what products customers are finding value in ·        Identify the retention rate of returning users ·        Provide insight into why users convert on subsequent visits ·        Identify how to increase the conversion rate of subse...