What alternative metrics are there to bounce rate?
Best practices suggest taking advantage of available tools in addition to your Google Analytics. For instance, heat-mapping analysis is a great tool. Heat maps indicate what people are clicking on and how far they’re scrolling on any given page. Both of these metrics will be helpful in determining if website visitors are properly interacting your content and page design. There are also additional analytics software, such as Heap Analytics, that you can integrate with Google Analytics and will provide more insight into user journeys and conversions.
Hopefully, you’ve learned a new nugget or two about bounce rate, its place among website metrics and why you shouldn’t focus on it as your only metric. At the end of the day, what really matters is focusing on all the actions your users take and tying their actions back to key performance indicators. This is a much better—and realistic—than concentrating on achieving lowest possible bounce rate. And remember, whatever your website goals are, make sure to focus on the donut and not the hole!