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What does a 12.5% page bounce rate tell you?
Assume any variables as needed.
It tells me nothing without an explanation of the technical implementation. Are event being factored into a bounce calculation? Are you firing any type of page view interaction on modals, etc? These along with your provided number would allow hypothesis generation that you would go back in and validate.
Yep, bounce rate tells you nothing... until you segment it! Segment the bounce rate for different devices, countries, referrers.... THEN it tells you something!
I would take a look at your user's behavior flow - if you are getting a 15% bounce rate it means your users are completing an additional action after they land on that page. If your analytics cannot find any events, interactions, or paths (i.e. their next location on your website) then I would make an assumption that there was something driving false data or there is a bug with your analytics installation.
"that there was something driving false data" Could you elaborate on this Justin.
There might be something on the page that is firing and/or telling Google that the user performed some sort of action. For example, you can have Google Analytics fire an event if someone is on the page for longer than one minute. However, what if you meant to set up an event to fire whenever someone was on the page for longer than 5 minutes, but by mistake, you put 5 seconds. Google would consider that as an action and that session would not be marked as bounced.
There are two other reasons why this could be happening:
- Using iFrames
- GA loads twice
Here is a full article discussing reasons why this could be happening: https://analytical42.com/2016/low-bounce-rate-google-analytics/
It could be that your page loading speed is really slow. Go to your Google Analytics property ---> Behavior ---> Site Speed ---> Page Timings.
This will show you which pages load the slowest on average and they'll even provide you with a list of fixes you can make.
Of course more context around this question is required but in simple words, a 12.5% bounce rate means of every 100 visitors starting a session on that page ~12 visitors leave your website there itself (without interacting with any page element).
However, it doesn't really tell you 'why'. The visitor might have gotten the answer on that page or didn't find anything at all. They might have left because the content was not in their language.
OR maybe there's a button (or automatic play video) on that page that pings analytics server every time it is pressed. This will send false information to the server that the visitor has interacted with your page when they might have not!
Hence, context is required :)
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