What are the most important metrics for small businesses?

Is bounce rate metrics more important for small businesses?

Does bounce rate matter? Does bounce rate affect your search ranking?

Rand Fisken of MOZ ran a bounce rate experiment. The results were inconclusive.

So for now let’s assume the common knowledge that bounce rate does affect search ranking is true, but keep our minds open to metrics that are probably more important.

Let’s start from the basics. What is bounce rate? It is defined as the percentage of single page sessions.

Tracking your website bounce rate is easy (it’s a default value in Google Analytics) but I want to be clear that it is not the most important metric to track for your small businesses.

The meaning of your bounce rate metric and other metrics needs some interpretation

When people have problems, they simly look for answers on the internet. They Google it and maybe they open the first 5 results. Once they find their answer they exit.

What if they find their answer on one page of your website.

This will be a bounce, but it will also be a successful visit. A question got answered. The traffic was legitimate. The traffic was relevant.

If this happens on your website a lot, you’ll have a high bounce rate.

But most importantly, bounce rate does not show if someone read your content or not. Even if a visitor bounces, they might have still read your content.

So if bounce rate is not important, what metric should you consider?

Scrolling depth data

This data shows you how much your visitors are scrolling down your website pages.

If your customers are not reading your content then they will not be scrolling your pages. For small businesses, this is very important and will show if your CTAs placed at the bottom of the article are being seen.

If people scroll down your content then be sure they found what they were looking for.

How do you measure scroll depth? There is a Google analytics plugin for measuring scroll depth. It’s not from Google, but it does the trick.

Lead generation dynamics

We are in the business of marketing to generate leads.

More leads results in more customers.  All your metrics should be directed to improving traffic levels and lead generation.

For small businesses, results are what matters.

Learn more here…

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