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<\/a>Actions might include a request for an appointment, request for more information, to be added to your newsletter, downloading a free piece in exchange for their email address, and many other possible desired results from the visitor to your site.<\/p>\nThis is where bounce rate can be a very interesting factor<\/strong>.<\/p>\n It’s clear that the higher the bounce rate on a site, the less valuable the overall visitor traffic is (with some exceptions). \u00a0But you need to know how valuable your quality visitors are to understand how your site is performing.<\/p>\n That’s why we use a visitor value formula<\/strong> to determine the quality of traffic to a website, as well as the standard formula which is just actions as a percentage of total visitors.<\/p>\n The reason we look at it this way, is your site may be attracting a large number of visitors from searches or referral sites that are unintended traffic. You can’t control what odd terms Google may rank your site for if you didn’t pay very close attention from day one of the loading of your site online. So after a few years, you may be seeing a group of traffic that has low value, and is very difficult to manage.<\/p>\n An example of this is we have a client that ranked on the first page of Google for the term glass bar, and a third of the sites traffic came from searches for, you guessed it, “glass bar”. \u00a0They don’t sell glass bars. They just happen to have a picture of one on the site that had that term in the alt. tag. \u00a0 \u00a0So it’s not really fair to calculate those visits into a value visit. And because the vast majority of those visits end up as bounces, you will get a better picture of how a site is converting visitors (who find the site through the intended search terms or categories) by weeding the visitors who bounce out.<\/p>\n It’s pretty simple, and can change your perception of how your site is performing.<\/p>\n Calculate Value Visitors<\/strong><\/p>\n Take your gross number of visitors in a given period (week, month, year). \u00a0Reduce it by your bounce rate percentage, \u00a0then use that number to calculate the conversion percentage for your site. \u00a0That being the number of value visits that end up taking an action. This is the number that you want to see as high as possible, and will vary depending on the action you are calculating, and the industry you are in. \u00a0For many of our clients we would like to see a 7% to 10% value conversion of the “value visitors” \u00a0and for this purpose won’t pay much attention to the gross number of visitors or the conversion percentage associated with that group.<\/p>\n Lets use \u00a0a simple and real example of two sites looking for the same result \u00a0(A request for information) with the numbers adjusted to make the math easier but still reflective of the real numbers.<\/p>\n<\/a>