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Why is the bounce rate not significant in inbound marketing?

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Why is the bounce rate not significant in inbound marketing?

Has it ever happened to you that, analyzing the top 10 of the most viewed articles on your blog, the article with the most visits has a very high bounce rate?This has an explanation: in reality, the bounce rate is not a metric that is giving us information about the quality of the list your phone number we have published or about the behavior of the user in our post .The bounce rate is only a metric that tels us whether or not there has been interaction within the page that is being visited.Do you want to know more about this metric? Below I explain in more detail what the bounce rate is and what alternatives we have to face adequate analytics for inbound marketing. Keep reading!list_altIndex of contents
What is the bounce rate?
The ideal metric to replace the bounce rate
How can we apply this new metric?
What is the bounce rate?
Have you ever considered that perhaps a user who in theory has not had any interaction has left our website having consumed the content and responded to the needs with which they had entered?We consider as bounce rate all those visits that have not had an interactive hit even though the user has consumed all of our content. We must bear in mind that, by default, the scroll down action is not considered an interaction . So why do we attach such importance to the bounce rate result?

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In inbound marketing we create quality content for the user, and it is for that reason that we cannot assess the bounce rate as the only metric that defines whether or not the user has been satisfied with our content. And it is that in inbound marketing we cannot focus solely on getting that interaction to get the unbounce.It is for this reason that in this post I want to present you an alternative metric that takes into account all the necessary aspects to understand user behavior within our website and the content we offer.Do you like what you are reading? Subscribe to the blog!
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The ideal metric to replace the bounce rate
It is not necessary to change parameters of the bounce rate, but we can create a new metric according to our needs. This new metric would analyze other aspects, in addition to the interaction, such as the scroll down event, the time on the page and the screen ratio that the user is using.Of course, it must be taken into account that changing the Betting Email List of the bounce rate could lead to problems and imbalances of the average time on the page and other indicators.When we talk about events, we refer to the Google Analytics function that helps to monitor the behavior of users who access our site. This is why we must pay real attention to the rest of the indicators that we present below. Take good note![FREE GUIDE] 25 essential elements to include on your website
Unbounce triggered by scroll down
We cannot monitor user behavior on each page and therefore cannot detect the user’s scroll down action. So how can we measure this action?If we know the ratio of our user’s screen , that is, if they are viewing us via mobile, tablet or desktop, we can detect what percentage of this screen they have traveled and viewed . It does not matter if this route has been carried out using the scroll down bar, the mouse or the finger on the touch screen.The objective is that, when the user travels the page, we can assess together with the screen ratio (it would relate the total height of the page with the height of the user’s screen) the percentage that has consumed, be it 25%, the 50%, 75% or 100%. In addition, there are also other indicators that we must take into account to know if this user has really satisfied their needs or not.Let’s say the screen ratio can go from 1 to 5 or more, with 1 and 2 being a small screen ratio, 3 and 4 normal, and 5 or more being a large screen ratio.When we are talking about percentages relative to the size of the page, it often happens that if the page has less than 500 words the journey will be shorter and, consequently, the 100% percentage will be quickly fulfilled causing the scroll events to skip without there has been no actual action by the user.New Call-to-action
Unbounce triggered by time X on page
This aspect is essential for those short articles that we mentioned in the previous point. How would we define a short article? They would be those that comply with a screen ratio of 1 to 2 and that, therefore, the scroll down event would not serve as a trigger.For these cases, it is interesting to propose a counter that, after a few seconds previously established, will automatically launch an unbounce event.This requirement is also interesting to study as a complement to the previous point (scroll down), since it can happen that a user consumes 100% of the page but in a very few seconds. To prevent this from happening and the unbounce event being triggered, we must mark the measure of time X as the minimum requirement of permanence in the article or the determined page .Depending on the ratio of the user’s screen, we will determine a time X or another. If the ratio is small, we will need less seconds to get the unbounce than if the screen were longer. But there is more!Unbounce triggered by interactive clicks
That your articles contain interactive content can be more attractive for the user. In addition, we could take advantage of it to analyze the interest that these users have on the content they are consuming . If we take into account the interactions together with the minimum time on page, we can send an event so that it is not detected as a bounce rate. This event would be exempt from clicks that do not attend the content.Another recommended technique that we could apply as reinforcement to the rest of the commented techniques is that, during the text, the user is encouraged to comment on the same post . If we get this comment, it can be considered as unbounce and, in addition, we can interact bi-directionally.How can we apply this new metric?
To implement this new metric, the ideal would be to take into account all the points discussed . The objective of this new metric is to have the bounce rate under control, know the behavior and interest of the user and achieve results in line with inbound marketing . Therefore, to conclude the article, we would say that to achieve this metric we should:Establish a minimum time on page that will depend on the ratio of its size.
Indicate a minimum% scroll down to reach that will depend on the size ratio of each page.
Include interesting interactions for the user in the articles that would cancel the bounce, as long as the previously established minimum times are met.
But if what we are looking for is to stay in a more agile and affordable scenario, we will only have to apply the following actions:Establish a minimum time on page that will depend on the ratio of the screen size .
Indicate a minimum % scroll down to reach that will depend on the size ratio of each screen.
Here is an example of a formula that we could apply to create this new metric:

Although the metric we have seen is an alternative that helps us better analyze the content we have and the interaction with our users, we must bear in mind that the implementation process requires a technical team that allows us to do this series of formulas to categorize the pages of our blog . If not, the process can become complicated.

And you, did you already take this metric into account in your analytics or do you use some other metric as an alternative to the bounce rate? Let me know in the comment section!

 

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