Digital Analytics Myths Debunked – Part 1

I’m going to be honest with you – digital analytics are NOT magic. There is no ‘secret’ to unveiling insights that will guarantee you double the conversions while lowering your bounce rate. But many of these myths seem very believable, because let’s face it: analytics sound like a foreign language to most people. That’s why I’m here to help you separate the magic beans from the good ideas that will (hopefully) impact your bottom line.

Myth #1: Lowering Bounce Rate will Increase Conversions

As a long-time professional in digital analytics (10+ years) with an extensive background in mathematical theory and application, I can spot a misworded concept in a heartbeat. This is a big one, because it accuses a symptom of the problem as the actual problem.

As a mathematician, bounce rate and conversion rate aren’t necessarily inversely correlated. That means, if one goes down, that doesn’t GUARANTEE the other one will go up. There are a LOT of factors that go into your conversion rate:

  • Site usability
  • Checkout process/CTA
  • Content relevancy
  • Website speed
  • Consumer purchase funnel location
  • Time of day
  • Day of week
  • Seasonality
  • Ad messaging
  • Landing page
  • Mobile responsiveness
  • And many more!!

While bounce rate may be indicative of low conversion rate, it certainly isn’t the reason. That’s like saying the dead canary in the coalmine is the REASON there is low oxygen. It just doesn’t work that way.

Additionally, there are MANY ways to artificially lower bounce rate. For example, an event can be set up in Google Analytics to trigger once a user has been on the website for 10 seconds. This will dramatically decrease the bounce rate, but certainly doesn’t mean people will be converting any more than before.

At the end of the day, you’ll want to target the right consumer at the right time with the right message to get them to your site as engaged users. Then the site will need to perform at its best in order to ensure the user goes through the conversion process. These are the real steps to decreasing bounce rate – which also increase conversion rate.

Happy Analyzing!

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