Understanding low bounce rate, Customer Intent & Website Purpose by Kaushik.

What Hot-Shot digital marketers need to know about the purpose of their website and how customer intentions affect there bounce rate.

Below 50% bounce rate is seen to me as a pretty stable number after reading Avinash Kaushik blog post Occam’s Razor.

When analyzing the Bounce Rate, it is not only important to understand why customers are leaving your website but, it is also important to understand why customers are coming to your website (Kaushik, 2010:53). This is called Customer Intent (Kaushik, 2009). More specifically you need to understand that, the purpose of your websites existence is not the same as the reason for consumers visiting your website (Kaushik, 2009). Customer Intent is the reason behind why your customers are actively seeking out for your individual pages (Kaushik, 2009). Customer Intent is separated from your websites sites purpose, which, refers to the reason why the website was created (Kaushik, 2009). However, low Bounce Rate success is achieved when Customer Intent and the website purpose overlap, to the extent where the majority of both components are matching. Below is a diagram according Kaushik (2009) on his blog (https://www.kaushik.net) accessed 24 February 2019.

customer intent

Figure: 1 (Kaushik, 2009).

The Figure 1 above represents the perfect amount of match between Customer Intent and Web-site purpose resulting in a very low Bounce Rate. The Bounce Rate plays a pivotal role in establishing how well matched and relevant your website is, compared to, what customers are looking to do and what their personal intentions are (Kaushik, 2009). If the webpage has nothing to do with what the customer is intending then obviously users are going to leave you page quickly resulting in, your bounce rate increasing (Kaushik, 2010:52). And this mismatch does in-fact happen a lot (Kaushik, 2009). Bounce Rate can help web-analysts uncover more about what customers seek to do on each single web-page, but they will be spoken about in more detail later, under Site Overlay (Kaushik, 2009). Bounce Rate information is available on most website that offer online analytics like Google analytics or Clicktracks (Kaushik, 2009).

Oh ja and as promised the six tips to lower your bouncer. Unfortunately to get a deeper read your gonna have to go check out his blog yourself at Occam’s Razor.

  1. Insights from Sources (URL’s, Keywords, Campaigns)
  2. Insights from Mis-matched Calls to Action
  3. Insights from Website Visitors
  4. Insights from Site Overlay
  5. Insights from Experimentation & Testing
  6. Insights from First Impressions

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