Marketing metrics are the statistics about your website, such as bounce rates, unique hits and visitor demographics. Measuring your marketing metrics is important to some degree to gain necessary insight to increase your sales and conversion rates. Nevertheless, business is about making money. Therefore, certain metrics are important to evaluate, while other metrics are less significant and require less attention. Recognizing the insignificant data and not obsessing over the small details will reserve your valuable time for more important marketing efforts.

As a business owner or internet marketer your time is valuable. Although analyzing your marketing metrics is essential to visualize the state of your business, performing actual marketing tasks to generate leads, sales and conversions are far more important. In other words, wasting valuable time on insignificant metrics may do more harm to your business than help.

Novice marketers will spend a large percentage of their valuable time attempting to measure every minuscule marketing metric down to the nTH degree. The danger here is they will fail to exercise good business practices in promoting their websites and ultimately ignore the significant factors that will help improve their traffic,conversion rates and lead generation. Focus your efforts are the most significant data and look at those marketing metrics for avenues to improve.

One example of an insignificant marketing metric is the bounce rate on your website. A bounce rate is the percentage of visitors that landed on your page and then left that page without clicking a link, or visiting any additional pages on your site. A simple explanation of bounce rate is like throwing a rubber ball against a concrete wall, the result; it immediately bounces right off.

Marketers and SEO experts will discuss the importance of bounce rates and analyze how to improve their bounce rate. However, improving the bounce rate may actually become a redundant and counterproductive measure. Let me explain what bounce rate really is so you fully understand. Bounce rate means visitors went to one page and left the site, they followed no links. For example a single page site should have a 100% bounce rate because there are no links to follow.

Now, here is the problem with analyzing your bounce rate and why it is largely an insignificant metric. There are multiple factors involved, behind the REASONS for a bounce, that you obtaining a true bounce rate is largely impossible. The bounce rate (read that, the REASON a visitor left your site) can be skewed by bots, surf exchange hits, bots from bookmarking sites, googlebot, spiders from baidu, web scrapers gleaning your content or emails, and virtually 1,000 other different factors. All of these EVENTS will distort and pervert your true bounce rate.

Instead of expending valuable time and effort wondering how to lower your bounce rate. You should instead focus on the visitors to your website who stayed for a longer time (say, a few minutes) and did not take action. Maybe Jane visited and sat on the page, followed a few links and then left without signing up for your opt-in list or buying something. It is Jane that you want to be focused on and not those that came and left in 10 seconds.

In other words, focus your efforts on learning what the non-bounce visitors did as opposed to the bounce rate itself. This is where the other metrics such as leads and sales come into play. Let’s take Jane for instance, she visited and stayed, we know that, but “why” did she leave without opting in or clicking further links? Did she come to your site through a buying keyword or an information keyword? Find out HOW Jane got there and you can learn from HER behavior!

The non-bouncing visitor is the REAL metric you need to focus on. For example, maybe Jane came to your site for information about how to build blue widgets and NOT where to buy blue widgets. In this case, your usage of an informational keyword has targeted Jane, therefore, she will leave your site when she discovers that your site is about BUYING blue widgets. Choosing the right keyword for the TARGET audience is a discovery you will make when you examine your non-bounce rate visitors.

In conclusion, if you examine the bounce rate and then attempt to GUESS why someone did not stay or click, you will drive yourself insane and waste a lot of valuable time and resources. Study more of what made the visitor stay or click and then repeat that method! After all, the spiders, bots, scrapers, and googlebot is NOT going to stay no matter what! Focus on who is staying and how you can better serve them as a customer!

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