Bounce rate is important for content marketing because it provides a feedback loop on how engaging the content is. The rate at which people leave the content informs them of where and how it can be improved or whether it is an acceptable level.
Not all bounce rate behavior is bad, it can simply mean someone didn’t find what they were looking for. But it is worth investigating if it is high, as it can signal other problems.
It is a useful comparative metric, for example:
- If you have a list of contents and their relative bounce rates. You can see which is performing better, and dive into the why.
- Comparing bounce rates of different traffic sources, helps to understand their relative quality (and ROI).
Bounce rate is often used as a KPI for content creators too. To reduce that bounce rate, or to establish a minimum bounce rate.
This is part of our Guide to Content Marketing Analytics.