Metrics to uncover technical reasons why pages have high bounce rates

[jelleno11]

Hi there everyone,

Can you share what metrics are recommended to uncover why a page might have a high bounce rate - I was thinking the page not found metric would be helpful. Was wondering if there are page load time measures or other measures that align to the Google Speed test  tool but that are embedded in the Adobe dashboard.

Thank you!

[yuhuisg]

Out of the box, Adobe Analytics does not have any page load time metrics. You have to measure those by yourself in the tracking implementation.

[Pablo_Childe]

For things like high bounce rate.

Check to see avg visit duration, IP addresses, You also may want to ensure you have your bots filter updated to remove any new bots.

I also would check if your company has done any new paid campaigns as sometimes they may have purchased poor traffic thats not relevant and may lead these fluff users to increase bounce rates.

GLTU

[PratheepArunRaj · Accepted solution]

Dear jelleno11,

Though there are already two more replies, I want to add few contexts in addition to the said.

1. Page Loading Time - This is important because if the page loading time is more, people tend to bounce. However the metric is not OOTB available and you need to add it by your own using Custom Event.

2. Average Time Spent on Page - People who reach the page to look out for something might search for them for sometime and if the page didn't give what they want, then they will bounce. You wont be getting Average Time Spent on Page for the Bounce but it can give you an understanding.

3. Reloads - Check for he reloads. If there are more reloads, then the page contents are not loading properly and because of the the same, people might bounce. Said again, if reload is happened, it is not considered bounce but we can understand the issue.

4. Devices & Browser Report - Check for the devices and see which device has more bounce rate. Then it is mostly device or browser specific i.e. Your website was not responsive on the device + Browser combination.

5. Paid Campaigns - Check whether there are any Paid Promotions running. Paid promotion without proper synergy will always tend to have more bounce.

6. Bots - Check if there are bounces for any specific IP address. IP address on the other hand is not available OOTB and you can use processing rules to capture it in a Custom Variable.

7. Visitor Type - Check for the new or returning visitors. The page might be for your existing customers and when you pull traffic who are new, they might bounce.

We can keep on adding the list because there can be multiple reasons. Every metric will reveal a reason if you think through.

You can also go to the page and make sure that there are proper navigations on the page. JavaScript Errors might cause the link clicks not to work and because of the same people can bounce.

It should be both ways, go to report and see the gaps, go to page and understand the page for the bounce.

Most cases, the reason for the bounces are obtained by doing page analysis.

Thank You, Pratheep Arun Raj B (Arun) | NextRow Digital | Terryn Winter Analytics

[jelleno11]

thank you!