There was a time when bounce rate and average time on page were “nice to know” metrics. They showed up in your website analytics, but you probably paid far less attention to them than other SEO data points.
Times, they are a’changin’. Bounce rate and average time on page have valuable information to share with regard to website performance and user experience — and B2B marketers and web designers building and maintaining sites are paying close attention.
The question is not if or why bounce rate and average time on page metrics matter, but how to improve them on your site.
In this article we'll cover:
What bounce rate and average time on page mean
Ideal benchmarks for each
Common causes of poor performance
Tips to improve bounce rate (including a handy infographic)