What is the value of measuring time on site? What is the difference between bounce rate and exit rate? Why should I care? What should I do about it? Building on work by Avinash Kaushik, Dooley presents an overview of these important metrics.

1. Basic Web Analytics: Time on Site, Bounce Rate Laura Lee S. Dooley Online Engagement Strategist World Resources Institute ( www.wri.org ) twitter.com/lauraleedooley [email_address]

2. Metric #3: Average Time The average amount of time visitors spent viewing this set of pages or page

3. Scorecard metrics Google.com = 8.4 min/day

4. Time on Site Computation for Tabbed Browsing Avinash Kaushik One session, visit “reorganized” by time stamps 1 Visit, 1 Unique Visitor, 7 minutes Page 4 (1 min) Page 2 (4 min) Page 3 (2 min) Page 5 (0 min) Home (1 min) > > > > Exit 10:07 10:05 10:02 10:01 Enter - 10:00

5. Metric # 4: Bounce Rate % of single-page visits or visits in which the person left your site from the entrance (landing) page

7. Previous Page Current Page Next Page Bounce Rate = 100% Exits = 60% Bounce rate v. exits

8. Previous Page Current Page Next Page Bounce Rate = 80% Exits = 70% Bounce rate v. exits

9. Previous Page Current Page Next Page Bounce Rate = 20% Exits = 40% Bounce rate v. exits

10. Scorecard metrics 40-60%

11. How did the visitor come to your page? Why did they exit?

13. Site average v. landing pages

14. Top content, landing pages

15. Referring sites: Highest bounce rate

16. Referring sites: Landing pages

17. Search keywords

18. Adwords

19. Adwords

20. Site Overlay

21. Recommendations for lower bounce rates

22. bounce rate is very much influenced by what is visible to the visitor