There are so many metrics considered for digital marketing analysis. They often sound very similar, which can make it a nightmare to decipher your analytics effectively. However, one particularly confusing measure is bounce rates. Not only do many people not know what bounce rate means, but even those who do might not realize there are actually two bounce rates. One is for web traffic, and the other is for email marketing. Here we’ve demystified the meaning for both.
Web Traffic Bounce Rate
When it comes to your web traffic, bounce rate measures the percentage of visitors who immediately leave your website. They land and bail right away. When this happens, the Google Analytics server doesn’t receive a trigger from the visitor. There is no engagement with the landing page. The visit ends almost before it begins with a short and meaningless single-page visit.
- Why Is It important?
Bounce rates measure the quality of your web or landing pages but also the quality of your audience. Are the pages effective? Are your ads attracting the right audience?
A high bounce rate is bad because:
- It means the quality of the page provides zero incentive for engagement.
- You are attracting the wrong audience for the purpose of the page.
- Visitors don’t see what they need on arrival and leave dissatisfied.
- How Are Bounce Rates Calculated?
Google Analytics calculates bounce rates as a single-page session divided by all sessions. This provides a percentage of all sessions based on which users viewed only a single page and triggered a single request picked up by the analytics servers.
Email Marketing Bounce Rate
Email marketing bounce rates refer to the email addresses in your subscriber list that didn’t receive your message. Your bounce rate is broken into hard and soft bounces.
- Hard Bounces
A hard bounce means the email will never be delivered. There is a permanent issue with the address itself. It could be fake, or for some reason, the email recipient’s server won’t accept the email. You won’t be able to resend the email as you will see the same results, a permanent failure. These addresses should be removed from your mailing list immediately.
- Soft Bounces
A soft bounce is a temporary delivery issue. Reasons can vary from full inboxes to the file in the email being too large for the server. The good news is that most providers will hold onto the email and continue to try to deliver it. These addresses still hold value, but if you see the same email address is being soft bounced frequently, it is best to remove it (or asses the size of your files).
- Why Is It important?
High bounce rates affect your sender reputation. Email providers use stringent spam filters, and one of the things they monitor is senders who are continuously trying to send faulty addresses. Keeping your list “clean” will improve your reputation as you will see better delivery rates over time.
- How Are Email Bounce Rates Measured?
You can calculate your bounce rate by dividing the total number of emails that bounced by the total number of emails sent. If you want it as a percentage, multiply your bounce per email rate by 100.
Improve Bounce Rates, Whichever Kind They Are!
Whether you see high bounce rates on your website or your email campaigns, you need to work on that! The Rebel Unicorn can assess your digital marketing efforts and provide solutions that will greatly improve efforts.
We offer measurable results that will greatly improve bounce rates.
Contact us today!