Google Analytics can be difficult to understand. It is important to start your learning experience by understanding 4 important variables. Bounce Rate, Engagement Rate, A/B Testing, and Qualitative Data. With these 4 areas, you will begin to have a better understanding of what Google Analytics uses to rank you company website.
Bounce rates are the percentage of users who come to a page, click nothing, and leave, typically via the back button. We interpret a bounce as a sign that the user did not find the page relevant. If the user doesn’t bounce, we interpret that to mean that the user found the page at least nominally relevant.
Depending on the referring URL, somewhere between 20 % and 50 % bounce rates are acceptable. If you get better than 20 % bounce rates, you’re really doing a great job on your page. Natural language is so complex and users are so diverse, expecting better than 20 % is a recipe for disappointment. You might get better bounce rates from social media referrals because you know the people you’re tweeting to. But I like to set my organic search referral bench marks at 35 % bounce rates. Paid search referrals should come in under 50 % bounce. If you do other drive-to tactics, such as banners, you can expect higher bounce rates.
Tuning your description metatag can help organic users understand why they’re clicking, and thus, reduce bounce rates. Writing tweets and other social media posts that are highly targeted for the audience also helps lower bounce. Tuning your paid creatives has a similar effect. You can lower banner bounce by choosing highly relevant sites on which to buy your banners.