Bounce Rate vs. Conversion Rate – And The Winner Is…


Marketing pros depend on analytics data to help them determine how effective their efforts are.

From email campaigns, and printed ads to keyword searches, display ads and SEO – indeed all channels – can be measured for performance data. These key performance indicators (KPIs) generally tell us how “healthy” a campaign, marketing, advertising or sales effort is.

While there are many KPIs that can be reviewed, most marketers agree that there are specific, telltale KPIs to consistently watch while measuring website traffic delivered from these efforts. Some experts say 10, some say there are 14 and others say there is only one metric to keep your eyes on. So how do you know which ones are the “most important?”

Metrics like new visits, repeat visits, visit duration, number of pages viewed, bounce rate, conversion, cost-per-acquisition, are all important measurements to track. Which website metrics to watch really depends on several factors, right? Wrong.

While most of these metrics are self-explanatory, a conversion can mean different things to different people.

Let’s look at two examples and determine which is performing the best, when comparing just two metrics: bounce rate against conversion rate;

• A paid keyword campaign with a 44% bounce rate and a conversion rate of 0%.
• A syndicated display ad campaign with a 59% bounce rate and .11% conversion rate.

A conversion is typically the end game in website marketing, right? Getting the visitor to take the desired action once they arrive at your site? This can mean many things, from a whitepaper download, to a contact form submission, to a product purchase.

Think about it. At the end of the day, isn’t the sole purpose of advertising and marketing to convert visitors?

Want to make more sales? Let’s explore how to convert more of your website visitors – Contact us today.


Richard Bergér is the VP of E-Business for ASTRALCOM, an integrated media services company located near Los Angeles, California. Richard draws on his military and psychology backgrounds to create pervasive content strategies, motivating conversion tactics and targeted audience acquisition for clients. Connect with Richard via his LinkedIn profile.

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